Inside Etiq’s New Tribeca Boutique

Fine jewelry brand Etiq has opened a boutique in Tribeca. Set along the quiet charm of North Moore Street, the space feels like an intimate salon devoted to objects with meaning. Inside, vintage rugs, carved wood details, and softly lit vitrines create a warm, inviting atmosphere, with the jewelry displayed like small works of art.

Photo Credit: Keith Greenbaum

The setting reflects the brand’s point of view, where modern Western design meets Creative Director Kartik Shah’s South Asian heritage. At the same time, it remains grounded in the easy, downtown feel of the neighborhood.

Much of Etiq’s design language stems from Shah’s childhood travels to India. Rather than leaning on overt references, the brand looks to everyday objects and architectural forms, reimagining them as refined, wearable pieces. An antique padlock becomes a detachable pendant. A jharokha arch appears again in sculptural gold. Each design carries a sense of history while still feeling distinctly modern.

Photo Credit: Courtesy of Etiq

Photo Credit: Keith Greenbaum

That balance ties closely to Shah’s own story. His multicultural background shapes the brand’s perspective and its emphasis on individuality. “True creativity lives at the intersections,” Shah says. “My multicultural heritage inspires me to craft jewels that celebrate individuality — pieces that remind you there is nothing more powerful than owning who you are.” This sentiment runs throughout the collections, not as an idea, but as something lived in and worn.

At its core, Etiq centers on the idea of the keepsake. Every piece is crafted in 18k gold, set with precious gems, and hand finished in New York. Instead of following trends, the designs are meant to evolve with the wearer. Over time, they become personal markers of memory, identity, and experience.

Photo Credit: Courtesy of Etiq

Etiq’s offerings span both one of a kind creations and everyday essentials. Pièce Unique represents the brand’s singular works, with each piece designed around a single stone and never repeated. Guided by principles of Indian Modernism, the form responds to the gemstone’s natural shape and character. By contrast, the Core Collection focuses on versatility, offering refined essentials meant to be stacked, layered, and lived in over time.

Photo Credit: Courtesy of Etiq

With its Tribeca opening, Etiq establishes a permanent home that feels aligned with its values. The boutique remains grounded in its surroundings while staying true to the brand’s inner world. It captures what Etiq does best: honoring heritage, embracing modern form, and creating jewelry that feels intentional, personal, and designed to endure beyond any single season.