Catbird Brings Its Signature Jewelry Experience To Chicago

Forbes

11-04-2025

Catbird's store on Armitage Ave opened this week.
Catbird, the Brooklyn-based fine jewelry brand known for its delicate 14-karat gold pieces and cult-favorite welded bracelets, is bringing its distinct brand of intimacy and craftsmanship to the Midwest. On April 10th, the company opened its first Chicago store in the city's Lincoln Park neighborhood, marking its ninth retail location nationwide and a key step in its measured expansion.
Founded in 2004 in a small storefront in Williamsburg, Catbird has always placed physical retail at the heart of its brand identity—even as it grew a strong online presence. Mo Sakurai, CEO of Catbird, sees this next phase of retail growth as deeply tied to the brand's origin story. 'The history of the brand and the brand DNA is really rooted in brick and mortar,' she said. 'When I first started, we had two stores. Now we're at eight and about to open Chicago, which will be our ninth.' While online continues to make up the largest share of sales, in-person experiences remain central to how customers discover and fall in love with the brand.
Sakurai describes jewelry as a category that naturally lends itself to tactile, immersive experiences—something Catbird leans into heavily with its store design and offerings. 'Jewelry is really such an immersive experience,' she explained. 'There is very much a customer who wants that in-store shopping experience—to try the jewelry, feel the weight and scale. And for them to do that in our stores, they really fall in love with the brand.'
Catbird's Chicago store is located at 904 W Armitage Ave.
The new Chicago location is on Armitage Avenue in Lincoln Park, a neighborhood matching the brand's aesthetic and community. The brand has had this exact neighborhood on its list for a while and knew it was time when the right spot became available.
It is one of many direct-to-consumer trendy brands on the street, including Gorjana, which is right across the street, and a popular California-based jewelry brand. The street hosts other trendy brands like Rothy's, Jenni Kayne, and Buck Mason. Other new openings include Rails, a contemporary clothing brand, and Foxtrot 2.0, a redo of the market that abruptly closed last year.
Each Catbird store is designed to feel layered and personal. Filled with vintage furnishings and styled to encourage exploration, the retail spaces invite visitors to discover the brand in a tactile, almost home-like environment. The idea is customers can either style themselves or work with the staff. Along with the core jewelry collections, the stores feature in-person exclusives like the permanent bracelet welding service, a signature Catbird offering.
The welding service involves welding a delicate gold chain around the wrist to be worn permanently. 'What's amazing about that is we have friends who come in as a group every year and add on a new bracelet. We have mothers and daughters that come in and get that together. It's really a bonding experience—a milestone experience,' shared Sakurai. Additional offerings at the store include design services for personalized charm bracelets and necklaces, in-store soldering of heirloom pieces, and wedding ring consultations with designs that reflect Catbird's understated and distinct point of view.
To celebrate the Chicago opening, the brand is planning a festive weekend featuring a pizza party, gift bags, and a store-exclusive tote inspired by a local Chicago cub. In keeping with tradition, a limited-edition charm will also be released. 'We always do a special charm for each new store opening,' Sakurai said. 'When we opened Los Angeles, it was a pumpkin charm. In Georgetown, we did a cherry blossom. For Boston, it was a swan boat. Our customers really get excited about these.'
Catbird's stores feature vintage furniture and decor, highlighting the brand's unique style.
At the end of the day, brands need to provide unparalleled experiences for consumers. McKinsey released a report late last year stating, 'Consumers are returning to in-store shopping at pre-pandemic levels across much of the world, but retailers need to remind shoppers what they love about the in-store experience. That starts with well-trained staff who are empowered to assist and inspire customers.' Even though so much has improved in physical retail, there's an extra need for loyalty given today's economic uncertainty.
While Catbird's e-commerce business continues to grow, its stores offer its loyal community connection, which digital can't. 'We definitely target areas where we trade higher in online traffic—these are communities that already have a base of Catbird customers who are familiar with us and who are eager to come in in person,' said Sakurai. 'When we opened our Los Angeles store, we heard multiple stories of customers driving three hours just to come visit. It's really exciting to be able to connect with customers, but especially with longtime customers in person.'
But it's not just longtime fans who benefit. Catbird stores are also powerful acquisition tools, especially in walkable neighborhoods with substantial foot traffic. For brands like Catbird, which have a strong online presence, opening a store in a key market like Chicago not only deepens loyalty but also introduces the brand to entirely new audiences.
Catbird's stores allow customers to either try on jewelry independently or with the help of a ... More stylist.
Following the Chicago store opening, Catbird plans to open locations in Atlanta and Philadelphia later this year. Looking longer term, the brand is aiming to open two to three new stores per year, but always with a sense of purpose and restraint. For now, the focus remains domestic, with each potential market evaluated for both online engagement and in-person community fit.
On the product side, Catbird continues innovating through collaborations—an area where the brand takes a hands-on, authentic approach. Most recently, the company teamed up with musician and TikTok star Maye, who brings a distinctive, jazz-influenced aesthetic and a deeply engaged following. 'She has a really fanatical engagement on TikTok and a beautiful point of view in terms of her personal style,' Sakurai said. 'The accessories she advocates for are often inspired by her wardrobe. Partnering with an artist like that is a really impactful way for us to introduce ourselves to a new community of jewelry lovers.'
These collaborations, exclusive in-store experiences, and location-specific products help Catbird differentiate itself in a competitive fine jewelry market. As Sakurai shares, 'We have such a long history, and we are such an authentic brand. We do have a wonderful, loyal community—and our stores are a place for that community to grow.'