Walking into Guzema Fine Jewelry’s SoHo space, you catch a subtle exchange between Ukrainian roots and New York’s hungry creative pulse. The brand, founded in 2016 by former journalist Valeriya Guzema, thrives on a certain honesty: small-batch pieces in gold, sometimes accented with diamonds, sourced thoughtfully, made by hand, and designed to be worn without ceremony.
“The transition from Kyiv to SoHo has been an incredible journey of discovery. Coming here has given us a unique opportunity to share our story with a global audience, blending the essence of Guzema Fine Jewelry’s DNA with the dynamic, fast-paced energy of the Big Apple. The wonderfully receptive audience here has encouraged us to place an even greater emphasis on storytelling, creating a bridge between two worlds. This duality inspires us to innovate while staying true to who we are, making every client interaction not just about the product but about sharing a piece of our journey. The tools for engagement remain the same globally: it’s all about being passionate about your craft, staying authentic, and remaining open to new connections.”
Guzema’s approach never felt restricted by borders. Since taking root in Ukraine, the brand always hinted at something broader. It served women who valued pieces that could slip seamlessly into everyday life. The new location at 74 Grand Street carries that same message, but it’s now in front of a wide-open audience that likes to embrace something with a story—particularly one that spans continents.
“Opening a space in New York City has been a long-held dream of mine, as it truly feels like the center of the world. Following my instincts has always guided my decisions, and the pull to bring Guzema to the U.S. was simply impossible to resist. Each step I took with the brand in Ukraine organically paved the way for our global expansion. Over the years, many defining moments have shaped our journey—from launching our first collection to collaborating with incredible artists and charities in Ukraine. Each of these milestones reinforced our commitment to storytelling through design. The timing felt right, not only because of the growing demand but also because we’re ready to share our story in a way that resonates with this vibrant, global audience.”
The SoHo pop-up offers more than jewelry. Interiors styled by Olga Yanul and Lili Abir Regen set a mood of low-key warmth. Ukrainian designers contributed select objects. Natural hues brush against industrial touches, a subtle nod to heritage and modernity. The brand’s fundamentals stay visible—simple forms, no fuss, just the piece—and they now exist in a room that makes a quiet statement.
“Art and design are always at the core of our brand, so it felt natural to extend the Guzema world and present it through our spaces. We aimed to create a modern, clean, chic, and inviting place that would be more than just a store but an experience every time someone walks in. All design elements were curated by our creative curator, Olga Yanul, and styled by interior design stylist Lili Abir Regen. The colors of the walls were carefully chosen to make the space warm and cozy, especially for the holiday season, while also referencing Earth tones. The centerpiece of the entryway is two Sonyakh floor lamps, designed by Ukrainian artist Victoria Yakusha of Faina Design. These lamps, made and named after the sunflower—a traditional Ukrainian symbol—bring warmth and meaning to the space. Additionally, the steel floor lamp in the backroom was created by Ukrainian designer Zemna. The jewelry displays are simple and minimalistic, ensuring that attention remains on the stunning Guzema fine jewelry pieces. Other furniture elements were sourced from Design Lush, a furniture and decor gallery specializing in one-of-a-kind modern pieces. Our goal was to achieve a balance between natural colors and textures and ultra-modern details. This juxtaposition reflects our pride in our roots (represented by the Earth tones) and our passion for looking toward the future and embracing modernity.”
The works of Steven Sebring and references to Patti Smith permeate the interior. Smith’s presence is more than décor. It’s a whisper from a cultural figure known for ideas that cut across genres. It suits a brand founded by a woman who jumped from journalism into design, and who now breaks new ground with a men’s line created with her husband, Ukrainian athlete and aviation entrepreneur Timur Fatkullin.
“The artworks throughout the pop-up are by Steven Sebring, a longtime friend and collaborator of Patti Smith. Some of the featured pieces include Patti Smith Objects of Life: China Bird (1999), Strings of Dreams Handmade Glass Necklace (1973), and Paint Stick Loe-Cornell 75 (1949). These are collaborative works with Patti Smith, incorporating objects from her personal belongings. For example, the Strings of Dreams Glass Necklace was handmade for her by Robert Mapplethorpe. A stunning triptych titled Illuminations: Patti Smith graces the gallery hallway, while two large pieces, Nude Descending Stairs, are displayed in the lounge area. Patti Smith embodies the creative energy that has always inspired us at Guzema. She is not just a fashion icon but also an artist, poet, musician, activist, and a symbol of creative strength. As a female-founded and owned brand, her presence in the pop-up felt both empowering and deeply symbolic.”
This new era of Guzema signals more than a store. It marks a moment when an idea born in Ukraine steps into New York with confidence. The holiday season frames the pop-up’s run, open through January 3, but the brand is clearly looking well beyond. The first men’s collection is coming. There’s an evolving narrative that ties together old memories, new collaborators, and the steady hum of SoHo’s streets. It’s a story that doesn’t need to shout. It’s here, and it’s ready.
