Room 101 Store Opens Inside Davidoff Flagship

G. Clay Whittaker
Posted: April 9, 2014

The first Room 101 shop-within-a-shop is up and running inside the iconic Davidoff Madison Flagship store.

In a partnership between the Room 101 lifestyle brand and Davidoff of Geneva, Room 101 owner Matt Booth's lifestyle accessories have joined his Camacho-made cigars for sale at 515 Madison Avenue in New York City.

At the opening on March 27, Booth was understated in all but appearance, talking passionately about the variety of rings, chains, bags and other accessories displayed in his new shop within a shop: a long display of handcrafted jewelry and accessories from the other side of the well-known cigar blender.

"Welcome to my humble little experience," he remarked to one of the guests for the private event, which featured Booth's Room 101 Serie HN in two sizes, food and wine.

Booth's outfit—always eye-catching and a perfect blend of professional and play—leveled him evenly between the casual crowd of shoppers and supporters, and the business-standard Davidoff employees. That's where both Booth and his brand seem most comfortable, especially while selling high-quality ostrich bags in wild, fluorescent colors, or handmade, stylized cuff links that cruise between biker posh and gangster casual.

It's the first time his wares have been sold by the parent company of his cigar enterprise. Many of the pieces on display now are limited production-and with impressive sales during the first two weeks, according to the company, it's likely there will be new designs to come in the near future.

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