Majid Al Futtaim has launched Marla Aaron, a New York-based jewelry brand, in THAT Concept Store, marking the brand’s highly anticipated debut in the Middle East.
Commenting on the launch Fahed Ghanim, CEO of Majid Al Futtaim Lifestyle, said “We take great pride in curating a selection of fine jewelry brands at THAT Concept Store that offer beautifully crafted pieces and we are thrilled to welcome Marla Aaron to our dynamic portfolio. Our customers seek high-quality, long-lasting items with true craftsmanship attributes, from established brands and emerging designers alike, and we are delighted to introduce such a unique brand to the Middle East as it continues to expand its reach and captivate new audiences.”
The eponymous brand, which makes and finishes all pieces by hand, has a truly experimental nature, mirroring its founder’s playful nature. From ‘jewel tools’ that can be worn in infinite ways, to a jewelry vending machine in the Brooklyn Museum, Marla Aaron is all about disrupting the status quo. New designs release regularly on Instagram first, while the entire collection has also been honored with an exhibition at the Museum of American Finance in New York.
Although recognized for its streamlined, industrial look, the collection is deeply rooted in the personal and emotional jewelry of the Victorian and Georgian eras, and is a celebration of functional maximalism and individuality. The launch of the brand at THAT Concept Store in the Mall of the Emirates mirrors this very nature with a dedicated pop-up installation offering an immersive experience centered around the theme of ‘Play’.
Elements such as a bar cart filled with chains, locks, and charms, along with a gumball machine featuring locks and diamonds, mirror the New York showroom’s cheeky nature, and bring the signature Marla Aaron playfulness to Dubai. For individual customization and styling, the brand will also be showcasing its limited-edition sets, housed in a mini toolbox that doubles as a jewelry box for those seeking something truly eclectic.
“It is truly a dream come true to have the opportunity to tell our story in Dubai, especially considering that we have had a loyal customer base in the Middle East from our earliest days,” said Marlon Aaaron before adding, “It was clear from the moment I met the THAT team in Paris during fashion week that there was only one place for our collection in Dubai. We are thrilled to finally have a presence in the region in this one-of-a-kind home and I’m excited to meet our customers and show them how we play with our jewelry and theirs.”
Exclusively available at THAT Concept Store
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