IN-STORE EVENTS
780 Madison Avenue, Madison Avenue, NYC, December 2025
In a maturing Upper East Side retail environment, Serena Uziyel sought to increase foot traffic, build brand awareness, and drive sales ahead of holiday gifting. With scaffolding obscuring storefront visibility, the luxury accessories brand partnered with MANTIS to engineer a Giving Tuesday activation supporting the Madison Avenue BID.
The event convened leaders from fashion, commercial real estate, philanthropy, and local politics. Despite inclement weather, the three-hour experience generated 10× the revenue of an average day. More importantly, the program repositioned the boutique as a community destination, capturing new customer data and proving that curated in-store experiences can outperform paid media in reach, resonance, and ROI.
611 Fifth Avenue, Plaza District, NYC, February & December 2022
For Valentine’s Day 2022, Armet’s Lady & The Chocolate partnered with Saks Fifth Avenue for a two-day trunk show inside 10022-SHOE. The activation featured signature flavors, handwritten valentines, and a curated playlist, creating the ultimate in-store experience.
Over 75 guests attended a cocktail reception celebrating the launch, which achieved a 100% sell-through. A second collaboration followed in December 2022 during the annual Holiday Market, with a meet-and-greet on the main floor.
655 Madison Avenue, Madison Avenue, NYC, January 2020
In partnership with UJA-Federation of New York, Armet collaborated with Schutz to produce a Shop for a Cause event for young professionals ahead of the organization’s annual gala.
Co-hosted with influencer Charlotte Bickley, the event attracted more than 60 guests and generated over $10,000 in sales in a single evening.
1220 Park Avenue, Carnegie Hill, NYC, December 2019-2024
Since 2019, Armet, in partnership with Philanthropy is Beautiful, has hosted an annual multi-brand trunk show on Giving Tuesday at a private residence in Carnegie Hill, Upper East Side. Drawing over 40 guests each year, the event combines luxury shopping with purpose, supporting a different charity of choice.
In recent years, Armet formed a steering committee to expand visibility and deepen community engagement.
