Toronto-based jewellery brand STEFF ELEOFF has opened a three-day experiential pop-up in New York City’s SoHo neighbourhood, bringing its sculptural jewellery to a market where founder Steff Eleoff says the company already has an established customer following. Running November 6 to 8, 2026, the event follows recent retail activations with Holt Renfrew in Canada and coincides with the latest chapter of the brand’s Body of Water collection.
The pop-up is located at 131 Greene Street, inside Shopify’s New York space, and operates from 11 a.m. to 7 p.m. daily. Admission is free, with the installation featuring an indoor garden and chrome river designed to connect the physical environment with the collection’s creative direction.
New York Customer Base Drives SoHo Opening
Eleoff said the decision to bring the brand to New York was influenced by its existing customer community in the city, which she described as an important market for the business.
“We have such a loyal customer base and community in NYC – which is a major market for us as a brand,” Eleoff told Retail Insider. “Now felt like the right time to bring this brand experience to my favourite city.”
The New York City opening follows earlier international pop-ups, including activations in Paris and London. It also builds on the company’s largely digital business, which has attracted customers internationally since the brand launched in Toronto in 2020.
Shopify Relationship Dates Back to Brand’s Launch
The activation is being presented in partnership with Shopify, the Canadian e-commerce technology company that operates a retail and events facility at 131 Greene Street. The approximately 5,000-square-foot Shopify location accommodates merchant events and physical retail experiences, although the size of STEFF ELEOFF’s installation has not been disclosed.
Eleoff said the relationship with Shopify began when she launched the business six years ago, with the platform supporting the company’s online operations throughout that period.
“Our website and ecommerce platform have been powered by Shopify since I launched the business 6 years ago, and they’ve been an incredible partner to work with every step of the way,” she said.
The founder also expressed interest in further collaboration, although no additional projects have been announced. She said she could see the relationship expanding if future opportunities and timing align.
An Indoor Garden Inspired by Body of Water
The SoHo installation was developed to reflect Eleoff’s creative process, with nature serving as the central influence. The space incorporates an indoor garden and a chrome river referencing Body of Water, a jewellery collection released in three chapters titled Ripple, Cascade and Drip.
“The STEFF ELEOFF retail experience in NYC is a visual representation of my creative space and source of inspiration – which has always been nature and our outdoor surroundings,” Eleoff said.
She explained that the garden concept was intended to create a quieter environment within one of Manhattan’s busiest shopping districts. The installation combines natural elements with reflective metallic finishes associated with the brand’s jewellery.
“With the city being so chaotic, we wanted people to be able to slow down and see nature while inside a spot in the heart of SOHO,” she said.
The final chapter of Body of Water, Drip, launched November 5, immediately ahead of the pop-up. The collection incorporates fluid shapes and Art Deco influences across rings, necklaces and earrings.
STEFF ELEOFF has also developed sculptural jewellery covers for wearable technology, including designs that fit over compatible Oura smart rings. The accessories allow customers to personalize the appearance of an existing wearable device.
Holt Renfrew Activations Build Canadian Presence
The New York opening follows STEFF ELEOFF’s expansion into physical luxury retail through its partnership with Holt Renfrew. The Canadian department store has hosted temporary installations featuring the brand’s jewellery.
As Retail Insider reported in September, the brand operated a temporary installation at Holt Renfrew’s Yorkdale Shopping Centre location in Toronto from October 2 to 29. Another activation is scheduled for the department store’s Bloor Street flagship from November 12 to December 12.
The Holt Renfrew installations feature a selection of the company’s jewellery, including exclusive pieces developed for the retailer. They provide a physical setting for customers to experience the collections alongside the brand’s established online business.
In an earlier interview with Retail Insider, Eleoff said most of the company’s business comes from outside Canada. She also identified physical retail experiences as an important part of reaching customers in international markets.
The SoHo pop-up adds another international retail experience to STEFF ELEOFF’s operations without establishing a permanent standalone store. The company has not announced plans for a permanent New York boutique or additional U.S. locations.
Eleoff’s comments suggest there may be opportunities to extend the Shopify relationship, although she has not confirmed any further activations. Following the New York event, the brand’s next scheduled Canadian retail installation begins November 12 at Holt Renfrew on Bloor Street in Toronto.
