Luxury is the Word for New Ridgewood Shop

Window-shopping never felt so luxurious in Ridgewood before. 

Offering luxury watches and jewelry in the heart of East Ridgewood Avenue, Red Velvet Luxe seeks to be the area's only stop for new, brand-name items. Owned and operated by Randi Shinske, Red Velvet Luxe uses its owner's connections to provide pieces 40 to 70 percent off.

"I'm able to make fabulous deals that I can pass onto the local community," Shinske said.

A Wyckoff resident, Shinske settles into her scarlet shop with a longstanding designer jewelry resume. She served as president and CEO for both Maurice Lacroix and Ebel USA, in addition to her 20-plus industry years with Swatch, Montblanc, and Damiani. 

 "I decided I wanted to leave the corporate world and bring my vast experience in luxury watches and jewelry to a local community in a unique way," she said.

A former Glen Rock and current Wyckoff resident, Shinske's kept her eye on the village for a while.

"As a distributor, I never had a retailer to sell to in the beautiful town of Ridgewood. There was no jewelry stores that carried brand name luxury watches and jewelry," she said.

Red Velvet Luxe offers an intimate and personal setting, she said. The hardwood floors compliment the red-toned walls. Glamorous, artistic photographs depicting models wearing luxury jewelry dot the walls and actually portray her son, daughter and nephew.

Display cases group merchandise by brand or type. Sometimes men's and women's watches are together. In other cases, it's either all yellow or white gold or platinum jewelry.

Naturally, it's no accident the shop possesses a scarlet shade.

"Red is a lucky color for me, and 'Red Velvet' fits the images of luxury and richness," she said.

With no commitment to any specific brand name, Shinske said she enjoys variety in her offerings. Additionally, she said her personalized service is invaluable.

"With TJ Maxx or online shops... you don't have the service. I'm here all the time. My customers are working with a luxury executive with years of experience in the industry," she said.

Opening June 1, Shinske said she's received a "terrific reception" thus far. "People leave here happy and say there's nothing like it. They love the openness and ambience."

Since she's started she's sold a $15,000 Harry Winston watch for $5,000, and a Scott Kay sterling silver piece (valued at $500) for half its price. 

Although certainly a luxury shop, Shinske exudes a local flavor: She's lived in the surrounding area for 20 years—the last 11 in Wyckoff—is already a Chamber of Commerce member (Chamber Executive Director Joan Groom stopped by during our chat), and brags about walking her dog, Sofia, down the block to the Ridgewood Veterinary Hospital.

Her window looking out onto the main central business district drag is a source of pride and excitement for Shinske.

"I love it. Of course I use it as part of my retail sales space, and I'm constantly moving the goods—probably four or times since I started three weeks ago," she said.

Red Velvet Luxe is located at 59 East Ridgewood Ave and is open Tuesday through Saturday, 10 a.m. to 6 p.m., with hours extending to 8 p.m. on Thursday.