Wanderlust + Co Opens First U.S. Store, in New York City

By Karen Dybis | May 15, 2025

Asia-based jewelry brand Wanderlust + Co is expanding to a new continent with store openings this month in New York City and the Philadelphia area, and cofounder Jenn Low says this “overnight sensation” is ready for its U.S. debut.

Its first U.S. boutique opened May 14 at 370 Bleecker St. in Manhattan’s West Village—the first woman-owned Asian jewelry brand with a storefront on that stretch of the iconic street, according to Low. The Wanderlust + Co store in Pennsylvania’s King of Prussia mall, at 160 N. Gulph Road, is scheduled to open May 22. Low notes that both locations are opening during AAPI Heritage Month in the United States.

Wanderlust + Co, which has two stores in Singapore and three in Malaysia, was founded in Australia in 2010 and has since moved its production to Kuala Lumpur, Malaysia. Both U.S. locations for the demi-fine and costume jewelry brand will offer welding, engraving, a patch bar, and locket photo printing, Low says.

Wanderlustandco NYC exterior — *Wanderlust + Co CEO Jenn Low outside her company’s first U.S. location, on Bleecker Street in New York’s Greenwich Village*

Why the United States and why now? After 15 years in business, Wanderlust + Co wanted to add to its retail footprint, Low says, and the U.S. market seemed ready. About 40% of the Wanderlust + Co digital audience comes from the United States, and many of its U.S. consumers return to the site regularly, she says.

“Opening our flagship U.S. store in New York City felt like a full-circle moment. The city has always held a special place in our brand story, from early press features by Eva Chen and Leandra Medine to a consistently loyal customer base,” says Low.

“NYC is not just a commercial hub; it’s a cultural heartbeat, and we knew we wanted our first U.S. retail presence to reflect that,” she adds. “As we continue to grow globally, we remain deeply committed to creating intentionally and sustainably. We’re a small, almost all-female team that pours heart and purpose into every detail, from design to customer experience.”

Wanderlustandco NYC interior — *The New York store was designed to spark curiosity and a sense of fun for the customer.*

While the Bleecker Street boutique is stand-alone and street-facing, the Pennsylvania store will be located within a premium shopping center.

“It’s a conscious decision to test two different retail formats—urban high street versus mall—with each providing a different touchpoint for customer engagement,” Low says. “Philly also has an exciting creative energy and retail opportunity that complements our expansion plans.”

Wanderlust + Co created a special city-inspired jewelry piece to sell at its New York location: a limited-edition pizza necklace with pink gem “pepperoni” and a champagne gold-tone crust.

Jenn Low Wanderlustandco NYC — *Wanderlust + Co jewelry is made from sustainably sourced materials that the brand markets as “kind to your skin and the planet,” says Low.*

For newcomers to the brand, Low describes Wanderlust + Co as a jeweler that celebrates individuality and sells “wearable affirmations,” designed to be as meaningful as they are beautiful.

“Jewelry should feel good on your skin and in your soul,” she says. “Each piece is made using responsibly sourced materials and reflects our promise to crate in a sustainably conscious way for our community, our makers, and the planet.”

The Bleecker Street store is curated to inspire curiosity, Low says, with interesting pieces to look at or try on throughout the space. She hopes new customers will enjoy how the environment connects to the brand’s ethos and community.

“Our goal is to make people feel seen, inspired, and welcomed,” says Low. “Whether they’re popping in for a quick visit or staying for a piercing session, we want every guest to leave feeling a little more empowered and joyful than when they arrived.”

Top: Jenn Low is the cofounder and CEO of Wanderlust + Co, a Malaysia-based demi-fine and costume jewelry brand that just opened in New York City. (Photos courtesy of Wanderlust + Co)