Modern Luxury in a Carmel Jewel Box
February 9, 2024
Fourtané Jewelers Opens a Beautiful New Boutique
In late 2023 Fourtané Jewelers, owned by the Bonifas family, opened a second Carmel location just up the street on Ocean Avenue from their famous jewelry and watch salon in the historic Pine Inn. Known as a worldwide purveyor of rare vintage jewelry pieces and of the finest watch brands in the world, including Rolex, Patek Phillipe and Cartier, the new, two-story boutique focuses solely on jewelry. The Bonifas family also owns a Rolex Boutique in San Diego, which they are currently expanding.
At the new Carmel store, which is located at SW Ocean Avenue and Dolores Street, modern brands like Carolina Bucci cement the approach of wearable luxury. Actor Jared Padalecki, a Fourtané customer, golfer Keith Mitchell, who is sponsored by Fourtané, and Bucci were on hand to celebrate the store’s November opening with the Bonifas family and to launch the Carolina Bucci “store within a store.”
Designer Carolina Bucci is a fourth-generation Italian jeweler whose designs (like the Twister Luxe 180 Mix Yellow Gold bracelet, right) are meant to be wearable for any occasion. Bucci recently partnered with Fourtané to open a store within their new jewelry store on Ocean Avenue.
“I first met with Fourtané about six years ago, introduced by a friend,” Bucci says. “I was immediately struck by the way they described their business. It was never about their profit or revenue, or even their watches and jewelry, but always about their clients. My job, as I see it, is to make my clients happy – without that, there is no longevity or growth. I could tell right away that Fourtané was a business that shares those values. And, more than that, the fact that they are a family-owned business was very important – there is an implicit sense of trust.”
Bucci, a fourth-generation jeweler, describes her handcrafted collections as “relaxed luxury” that doesn’t take itself too seriously and chose the 70-year-old Fourtané to be the first U.S. store to showcase her designs.
“My jewelry has never been available in the U.S. before as it is in Fourtané – there is something for everyone – and the idea of mixing and matching is very much at the heart of my brand philosophy,” she explains. “There is also something about the laid-back Californian lifestyle that I think will complement my collections perfectly. The jewelry is to be worn and loved – certainly not kept in a safe at home. I think Fourtané is going to do a great job of translating that spirit to their clients.”
Fourtané owners Kris, John, Sandy and Josh Bonifas at their new jewelry store in Carmel (left). A custom Carmel bracelet by Bucci (middle). The new Carolina Bucci boutique within Fourtané (right).
Josh Bonifas, who runs Fourtané with his father, John, mother, Sandy, and brother, Kris, says that the new location, designed by Studio Tonic, the same Swiss team that created the Rolex salon at the original store, has a classic identity with a modern aesthetic.
“The concept inspiration was a Parisian apartment,” he says. “It showcases the jewelry like an artform with the design and lighting.”
Brands like Roberto Coin, Mikimoto, Simon G., Robert Procop, Geoffrey Good and Messika fill the gallery-like space, created in sophisticated palettes, while jars burst with colorful beads and marble balls from Bucci’s customizable FORTE bracelets. A special “Carmel” bracelet is offered in store, along with many other unique and striking pieces.
Master jeweler Juan Da Silva in his upstairs workshop.
The second floor of the 3,600-square-foot space is devoted to Fourtané master jeweler Juan Da Silva’s new custom design studio.
“There is a beautiful workshop and lounge area for him to showcase his incredible talents and a very special opportunity for our clients to work with him,” Bonifas says. “It’s an exciting new development.”
Adding to the specialness of the new location is the opportunity for the Bonifas team to work closely with Bucci.
“We are the first shop in the U.S. to sell her complete collection, and it’s a very immersive experience,” Bonifas says. “Obviously it’s incredibly made, but also in terms of appeal, it’s very wearable, beautiful, handmade jewelry and a very important brand in the jewelry world.”
Bucci says that her pieces are versatile enough to be worn throughout the day or to an evening event.
Diamond and gold ring (left), diamond and gold earrings (right) from Messika.
Upstairs workshop featuring Aldo Cipullo necklace on display.
“We use the word ‘sprezzatura’ a lot to describe it,” she says, “which loosely translated means that a lot of work goes into making everything appear effortless. I don’t have a particular type of woman in mind when I design. Selfishly I design pieces that I want to wear myself. But of course, I am assuming that others will like them too, and they tend to be people who love the fact that the meticulous crafting of our pieces is not obvious from far away. It’s about a sense of discovery. Our jewelry isn’t about shouting statements, but rather a precious accessory that fits into the daily rhythm of your life. We have pieces that work for both a school run and a night at the opera. That’s important to me to build that flexibility into the collections.”
For Bonifas, the opportunity to create a third store to serve all the customers he and his family have developed relationships with over the years is priceless.
“Our way of business is not transactional,” he explains. “We have an intimate sales relationship with each client. It’s a super luxury experience that starts when they walk in the door and are greeted and offered beverages. We have a bar in the new store curated to the individual needs of the clients. They are often making important purchases to mark special occasions and we want to augment the memory associated with those milestones.”
(Left to right) 18K gold diamond necklace, 18K gold chain necklace from Roberto Coin. Gold and pearl bracelet, pearl earrings from Mikimoto.