In a picturesque scene this spring, Rony Elka Vardi and Leigh Batnick Plessner gathered outside the cozy Bedford Avenue storefront in Williamsburg, Brooklyn that once housed their jewelry boutique, Catbird. The quaint space, now transformed into a cafe serving delightful coffee and Argentine pastries, spans just over 200 square feet.
“It’s even tiny for a coffee shop,” remarked Ms. Vardi, 54.
Catbird made its debut at this location in 2006, shortly after Ms. Vardi launched the company. Over the next decade, the boutique quickly outgrew its humble beginnings. In 2022, Ms. Vardi and Ms. Batnick Plessner expanded their horizons by moving Catbird’s refined selection of delicate, layerable jewelry to a larger space nearby in Williamsburg—about 10 times the size. In addition to the Brooklyn locations, Catbird now boasts a store in downtown Manhattan and another in Rockefeller Center.
Expanding its reach, Catbird then opened stores in Boston, Los Angeles, and Washington, with more planned in cities like Atlanta and Chicago by 2026, solidifying its reputation as a beloved cult brand with a growing national presence.
Stepping into a Catbird store is akin to entering a realm where elegant jewelry and chic trinkets from the brand and other artisans are artfully displayed amidst vintage decor, lush house plants, and charmingly disheveled mirrors.
Catbird, described by Ms. Batnick Plessner, 45, as a delicate balance of “trash and treasure,” was born in 2004—the same era that saw the transformation of Williamsburg from an industrial hub to a global hotspot. Catbird, among other iconic stores like Bird and Gentry, played a pivotal role in drawing shoppers to Williamsburg, establishing it as a fashionable retail destination.
While Catbird initially benefited from Williamsburg’s rising popularity, its enduring appeal lies in being a gateway to the world of fine jewelry for millennials and Gen Z, with its ethically crafted pieces of recycled 14-karat gold offered at accessible prices.
Catbird’s jewelry, classed as demi-fine, strikes a chord by blending desire with approachability, positioning itself as a pioneer in the category, noted Sam Broekema, editor-in-chief of Only Natural Diamonds. Other emerging demi-fine brands include Stone and Strand, Mejuri, and AUrate, but Catbird remains the trailblazer.
The concept for Catbird dawned on Ms. Vardi in the early 2000s, soon after her move to Brooklyn in 1999. With $16,000 in savings from her job at Bliss cosmetics, she envisioned a boutique, which would later evolve into Catbird, offering a curated selection of jewelry, apparel, and lifestyle goods from indie brands.
Following its inception, Catbird’s focus shifted to jewelry, particularly small, handcrafted pieces from brands like Digby & Iona and Elisa Solomon. Ms. Vardi’s preference for understated jewelry, paired with Ms. Batnick Plessner’s greeting card venture, laid the foundation for Catbird’s ascent.
Evolving with time, the partners honed their marketing, leveraging emotional ties to jewelry to amplify its appeal. The lyrical names assigned by Ms. Batnick Plessner to Catbird creations, such as Dewdrop for a tiny stud earring, imbued them with a sense of covetousness.
Catbird’s jewelry, celebrated for its diminutive scale, often touted as the “tiniest,” captures hearts with its intricate detailing. The success of their in-house line, with a significant portion produced in Brooklyn—initially in Williamsburg and now at the Brooklyn Navy Yard, underscores Catbird’s commitment to quality craftsmanship.
The brand gained recognition in fashion circles in 2012 when a ring from its collection seemingly inspired jewelry at a Chanel haute couture runway show, signaling a new chapter in Catbird’s journey.
With the brand’s growth trajectory propelled by collaborations, celebrity endorsements, and a dedicated online following, Catbird’s standing in the industry continues to soar. The nationwide expansion, spearheaded by a new CEO, Motoko Sakurai, reflects a strategic push to preserve Catbird’s originality while scaling its presence.
Navigating the fine line between tradition and innovation, Catbird’s journey is a testament to the enduring allure of artisanal craftsmanship and heartfelt storytelling woven into each exquisite piece.
