Reza Takes Residence at Bergdorf Goodman

by · WWD
Reza at Bergdorf Goodman.Peter Murdock

Reza, the high jewelry brand with a family legacy dating back to the 18th century, has taken up residence at Bergdorf Goodman.

A space within Bergdorf’s jewelry salon on the first floor by Fifth Avenue has been reimagined to spotlight Reza’s history, artistry and contemporary vision, and merchandised with a selection of bespoke Reza designs created exclusively for the collaboration.

Reza’s “in-residence” at Bergdorf’s continues through October.

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Reza’s high jewelry.Peter Murdock

Reza was established on Place Vendôme in Paris by Alexandre Reza, the master gem collector who supplied Cartier, Boucheron, Bulgari, Cartier, Boucheron, Bulgari, Van Cleef & Arpels, Chaumet and Harry Winston. Now his son, Olivier Reza, continues to shape the brand from New York, where the business is based, as its chief executive officer and designer. Reza is known for sourcing and designing high jewelry with rare gemstones and large diamonds.

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“Bergdorf Goodman is the ideal place to share the world of Reza with a new audience in New York,” said Olivier Reza. “As I continue my father’s legacy, it is important to me that we remain true to the values that have always defined us, while bringing my own perspective to the brand. This residency is a great opportunity to celebrate our history, our creations, and the craftsmanship behind every piece.”

Designed exclusively for the Bergdorf collaboration, the space offers an immersive expression of the world of Reza. The environment reflects the brand’s identity, with a custom-made backdrop painted in Starry Night Blue, alongside original sketches by Alexandre Reza displayed on the walls, highlighting his artistic legacy and creative vision.

“Bergdorf Goodman has always been a destination for extraordinary craftsmanship, creativity and discovery, and we are thrilled to welcome Reza for this special residency,” Andrew Mandell, Bergdorf’s vice president and divisional merchandise manager of decorative home, jewelry and beauty, said in a statement. “Reza’s remarkable heritage, exceptional artistry and distinctive approach to high jewelry make the house a natural fit.”

According to the Reza website, the brand actually dates back to the mid-1700s when the emperor of Persia selected the ancestors of the Reza family as custodians of the royal treasury eventually to serve as royal jewelers of Persia. The family has a history of relocating to different parts of the world to escape religious persecution or seek work opportunities, including Russia in the 1800s and later France, in the 1900s. In 1940, at the age of 18, Alexandre, with the knowledge and expertise passed down from his ancestors, took over the family business, marking the start of his lifelong passion for gems and quest for beauty.