Given that Grand Street feels like a connector between the two areas, I felt it was an ideal place for Quiet Storms to live. Grand is also a thoroughfare between the north and the south and there’s a lot of exciting things that are continuing to happen on the south side of Williamsburg. I felt like Grand Street would provide that kind of experience as opposed to opening doors on Bedford, which is generally a little bit noisier as it’s a major thoroughfare. There’s a lot of movement and traffic on Bedford Avenue but we wanted to create a calm, almost dreamy experience when you walk in off the street, a place of escape. Grand Street seemed like a really interesting place. We have so many incredible retailers and now I wanted to add to the narrative. It was exciting for me to essentially grow up in Brooklyn and I wanted to offer a different point-of-view in terms of jewelry. RP: I’ve lived in Williamsburg since 1999 and I was really excited to create something close to home I live about nine blocks away from the boutique. “I wanted the store to be a calmer and quieter retail experience than the retail experiences that I felt existed.” NJ: Why did you choose Grand Street in Williamsburg for your location? I wake up sometimes and feel soft and vulnerable and then other times feel entirely confident and sometimes edgy. Quiet Storms also alludes to who I think we are as women: we are at times quiet and at times feel like storms. The name also mirrors what I think of the pieces and designers themselves they are all doing really interesting, dynamic things and doing them in a sophisticated and refined way.
RP: I wanted the store to be a calmer and quieter retail experience than the retail experiences that I felt existed. NJ: What’s the significance behind the name Quiet Storms? Jewelry but mostly from a consumer stand-point. I wasn’t doing PR for jewelry designers but I was in the fashion space, and I’m a shopper and an admirer, so I’ve always had an interest in I can vividly remember watching my mother put out all of her Indian jewelry, getting ready for events, and I remember looking at it, feeling fascinated by it and accompanying her, whether it was in India or here in New York, to the jewelry store, to her jewelers and being really mesmerized, not only by the pieces but by the process of finding gemstones. RP: I’m Indian so I think jewelry and gold is somewhat in my DNA. NJ: Where did your interest in fine and fashion jewelry begin? In 2014 I transitioned into more of a consulting partner role, took a few years off and then started to focus on building and creating something new, which is now Quiet Storms.
We were working predominantly with fashion, hospitality and lifestyle brands. In 2001 I co-founded my own PR agency called Think PR and I ran it for 14 years. Reshma Patel: I started my career as a publicist.
#SHES A QUIET STORM PROFESSIONAL#
National Jeweler: What is your professional background? National Jeweler spoke with the new retailer about the brick-and-mortar retail landscape in Brooklyn’s hippest, ever-changing neighborhood. Patel’s public relations background doesn’t include any jewelry experience she approached the concept of a jewelry retail endeavor from the point of view of a shopper and connoisseur. “I wanted to build my own brand after helping so many creative visionaries articulate and build their own,” she explained of her industry switch. With careful attention to the retail and online experience she provides, Patel has rounded up a thoughtful roster of fashion and fine jewelers for Quiet Storms, including Uncommon Matters, Shihara, Delfina Delettrez, Sophie Bille Brahe and Azlee, a group that has the potential to appeal to the classic Williamsburg waif on a budget as well as her more moneyed and established counterpart. Opened last month, Quiet Storms is the passion project of fashion PR veteran Reshma Patel, a longtime Williamsburg resident who, over the years, found continuously less reason to venture to Manhattan, except when shopping for sophisticated fine and fashion jewelry. Brooklyn, New York-On a peaceful street in the heart of Williamsburg, where hipster-dom and a serious influx of money butt up against each other, a new jewelry store is sliding into a gap in the Brooklyn retail landscape.
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