But as her daughter started school uptown, and Hutchens got to know the neighborhood a little better, she realized that there were actually a lot of women—and men—who weren’t yet included in the extended FoundRae family. “We all have egos,” she admits. “I thought everyone came downtown—and then suddenly I realized, well, a lot of people don’t. There’s a whole other world here that’s actually a lot more creative and interested in art and craft.”
Hutchens is a firm believer in the universality of her design aesthetic. Her work is imbued with very specific symbols, principles, affirmations, and odes to what she calls “the unity of us.” In the past year, she’s opened in Los Angeles at 8405 Melrose Place, with Miami in the spotlight, and now this Manhattan project. She has no plans to be an absentee owner—her ambitious goal is to visit these places at least once a month. “I like to get to know the community,” she says. (This is made much easier when the store is just a short subway ride—take the 6 train—or an Uber to Madison.)
Once the decision was made, not just any real estate would do. “As soon as I saw this space, I had a feeling I wanted it, and not just because the address was 777 Madison. It’s much smaller than the other store. And I knew I wanted it to be red, all red—the whole store, the floors, the ceilings, the walls—but cinnabar, a light red, like cinnabar ink!” This little cinnabar palace may be relatively small, but it’s big enough to accommodate an on-site jeweler and a hand engraver. Because you might want to move your decorations around—add or subtract as you hit different milestones—and you might just want something engraved with a very personal message that means something to you. “People create their own pieces,” Hutchens says, describing the nature of her brand. “You will never see your necklace on anyone else, you can be in a room full of people wearing FoundRae and each person will retain their individuality.”
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