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Hutchens is, after all, a quintessential downtown girl.

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Beth Hutchens, outside her new store at 777 Madison Avenue

We all have egos, she admits.

Inside the new Madison Avenue space, where Hutchens looks forward to getting to know the community.

Hutchens is a firm believer in the universality of her design aesthetic.

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Inside the new Madison Avenue space, where Hutchens looks forward to getting to know the community.

I like to get to know the community, she says.

Once the decision was made, not just any real estate would do.

Its much smaller than the other store.

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A Discovery Drawer, with pieces no one has seen before.

A Discovery Drawer, with pieces no one has seen before.

People create their own pieces, Hutchens says, describing the essence of her brand.

Does she expect customers in different cities to have different tastes?

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This cinnabar mini-palace accommodates an on-site bench jeweler and a hand engraver.

Its bigger than anything Ive done before.

The newFoundRaestore is located at 777 Madison Avenue, New York, NY 10065.

This cinnabar mini-palace accommodates an on-site bench jeweler and a hand engraver.