Seasonal Whispers recently got quite the new look: While the shop, which has been on Murray for 11 years, used to be chockablock with jewelry, clothes for women and kids, candles, and more, now it’s a minimalist’s dream. Opening another store (on W. Broadway, in Soho) was the impetus: “Once we built the Soho store, we couldn’t leave this one looking like a flea market,” says Yafit Goldfarb, pictured above with her mother and partner, Esther Lixenberg. “Now it’s like a real store.”

While jewelry has always been the heart of Seasonal Whispers’ business—it’s a wholesaler, with showrooms in L.A. and Dallas and selling to stores all around the country—the Murray Street shop accumulated other merchandise over the years because people requested it. “After 9/11, everybody moved out of the neighborhood and businesses didn’t want to stay here. So people would ask me to carry children’s clothes, or someone would want a candle for a gift, so I’d start carrying it.” Finding children’s clothing is no longer a problem.

Yafit is hoping to revolutionize the way jewelry is displayed. The metal trees (that’s my word) make it easy for customers to touch something or try it on. “It’s not intimidating,” she says, “and it’s always going to look chic.” Moreover, the system is adjustable, so as styles change the trees can accommodate different-sized pieces. (This season’s additions, by the way, include pieces made with leather or crinkled stainless steel. And much of Seasonal Whispers’ jewelry is made in Tribeca, on Park Place—about 50 of the company’s 120 employees are based here.) The clothes, on similar racks, are limited to Byron Lars Beauty Mark (high end) and Fluxus (more casual).

There’s one burst of maximalism in the store—a fabulous chandelier commissioned from an artisan in Brooklyn. It looks like it could be a piece of Seasonal Whispers jewelry. Yafit nods: “We use that chain a lot,” she says.