A popular online jewelry retailer has opened its first brick-and-mortar store in the United States here in New York City.
Known for its modern, celestial-inspired designs and wearable affirmations, Wanderlust + Co is an Asia-based jewelry label that has generated a huge following, with fans such as Gigi Hadid and Chrissy Teigen. The brand was started by founder and CEO Jenn Low, who had a love for jewelry early on in her life.
“I’ve always been drawn to the little details that make something special. As a child, I loved collecting trinkets and charms, fascinated by how a simple piece could hold meaning and tell a story,” said Low.
While she was working in the fashion industry in Australia, Low noticed that size inclusivity wasn’t as prevalent in jewelry.
“Unlike clothing, which often comes with limitations of fit and size, jewelry is universal. A beautiful necklace, a meaningful charm, or a pair of statement earrings can belong to anyone, no matter their shape or style. That inclusivity resonated deeply with me. I loved the idea of creating pieces that empower people to express themselves freely, without worrying about whether something ‘fits,’” said Low. “I also noticed that there wasn’t really an Asia-based, female-founded, digital-first jewelry brand that focused on both design and community. It sparked something in me – I wanted to create pieces that felt personal, intuitive, and accessible, while building a space where jewellery lovers could connect over trends, styling, and the joy that comes with putting on a piece that makes you feel good.”
Wanderlust + Co quickly cemented itself in the industry with its focus on intentionality and impact. When developing their line of jewelry, Low told amNewYork that it was important that the pieces not only sparked joy, but also reflected the company’s values of kindness, creativity, and consciousness.
Each piece of jewelry is made in small batches with BSCI-certified partners, creating pieces that are not just safe for your skin but also for the planet.
“Whether it’s a necklace inspired by optimism or a charm that celebrates individuality, everything we create is meant to empower the wearer and foster connection,” said Low.
Low told amNewYork that the decision to open the brand’s first brick-and-mortar store in New York City was a “no-brainer.” The brand caught fire early on in the states, earning recognition in Lucky Magazine, Time Out New York and O, The Oprah Magazine, and that level of support never left Low’s heart.
The new Wanderlust + Co store, located on Bleecker Street in the West Village, was designed to be immersive, joyful and community-driven by nature, allowing customers to explore and connect with the brand on a more meaningful level.
“Opening in NYC was a natural and meaningful next step. It’s where we have deep roots, a loyal customer base, and the kind of vibrant retail culture that inspires us to show up in our fullest expression,” said Low.
Just like on their online platform, the new Wanderlust + Co store will offer a variety of necklaces, earrings, bracelets and other accessories for purchase. To celebrate the New York store, Wanderlust + Co launched the Pizza Necklace, a pavé-studded pizza slice with a champagne gold-tone crust and pink gemstone ‘pepperonis’ that is a playful nod to the city. The store is also teaming up with the pizzeria Rubirosa where some Rubirosa customers will receive their order in a limited-edition pizza box – and an opportunity to win a Wanderlust + Co Pizza necklace.
As Wanderlust + Co continues to cement itself into New York City’s fashion scene, Low hopes that the brand can bring a fresh perspective to the industry, one that “celebrates intentionality, inclusivity, and joy.”
“We’re proudly Asia-born and female-led, and we’re here to build bridges, not just sell jewelry. The store is a place for our community to gather, discover, and feel seen. It’s also an invitation to slow down and embrace everyday beauty – through personal style, mindful rituals, and meaningful design,” said Low. “In a city known for hustle, we hope Wanderlust + Co becomes a haven for inspiration, connection, and conscious creativity. We are excited to bring the brand experience and stories to our existing online community in the US, as well as to capture new audiences.”
The new Wanderlust + Co store is located at 370 Bleecker St. For more information about Wanderlust + Co or to shop online, visit wanderlustandco.com.
