The Holiday Season Has Officially Clocked In: Inside Primark and Goldpoint Jewelry’s Festive NYC Takeovers

The holiday season has a way of sneaking up on the fashion and beauty crowd. One moment you’re wrapping up the year’s projects, and the next you’re slipping into party dresses, RSVPing to every invite, and reminding yourself to pace the champagne. It’s that stretch of the year when brands turn into hosts extraordinaire, gift bags are impossibly generous, and every event feels like a reunion with friends both old and new.

Tatiana Angel, Amanda Korina, Brittne Lopez, Jismely Polanco at Primark Holiday Party 2025, courtesy of BFA.

This December, New York City kicked things off with two gatherings that set the tone perfectly: Primark’s winter wonderland and Goldpoint Jewelry’s intimate holiday preview. Both were different, both were chic in their own way, and both reminded us why this season always brings out the best energy.

Primark: A Winter Escape in the Middle of Manhattan

Primark transformed their NYC studio into a full on wonderland. The moment you stepped inside, the space felt like a love letter to holiday nostalgia — faux snow swirling around mini Christmas trees, soft twinkling lights, and a team greeting guests with the kind of warmth that makes you instantly settle into the night. It was also the perfect backdrop to tease their upcoming Herald Square location opening in 2026, and honestly, the preview delivered.

Primark Holiday Party 2025 Celebrating the Anticipated Herald Square Store Opening 2026, courtesy of BFA.

Trays of small bites floated effortlessly through the crowd, photo booth corners waited for every content moment, and racks of sparkly shoes and cozy knits were styled like mood boards whispering, “Yes, you need this.”

Primark Holiday Party, courtesy of BFA.

And then there was the bar. The cocktails were strong, tasty, and kept you going back for more. Bartenders served a curated lineup featuring the Big Apple Martini, the Mistletoe Margarita, and the Pink Primartini — each dressed up with bows, cherries, and holiday garnishes that were fully Instagram-worthy. DJ Rubie Lee kept everyone on their feet, blending pop, seasonal nostalgia, and the type of beats that turn strangers into dance partners.

Rubie Lee & Cassiana Paiva at Primark Holiday Party 2025, courtesy of BFA.

Photo courtesy of BFA.

Andi Ahmed and Alexus Nichols at Primark Holiday Party 2025, courtesy of BFA.

And you could tell the team behind the night cared about the details. The Riviere Agency sprinkled little surprises throughout the space, but the most charming one sat quietly toward the back: a Primark gingerbread house. Guests were told to knock, and once the tiny door swung open, a dancing elf appeared with a gift bag — whimsical, unexpected, and honestly one of the highlights of the night.

BFA captured everything — the hugs, the laughs, the “wait, take another one,” and the magic that happens when a brand doesn’t just host an event but creates a memory.

Nicolas Maya-Tapia, SplashTwinz, Emiliano Maya-Tapia, SplashTwinz, Jada Gomillion, Evan Gomillion, courtesy of BFA.

Sarita Nauth at Primark Holiday Party 2025, courtesy of BFA.

Goldpoint Jewelry: Brooklyn Warmth With Holiday Glow

On the other side of the bridge, Goldpoint Jewelry offered a completely different kind of holiday magic — intimate, curated, and sparkling in its own right. The moment you walked into their Greenpoint space, you were welcomed with natural wines, champagne, and a charcuterie board that kept you going back for more. The mood was cozy, the energy calm, but there was an unmistakable buzz of excitement in the air. The evening was beautifully orchestrated by Michele Marie PR, whose touch made every detail feel effortless yet elevated.

Photos of the Goldpoint Jewelry event, courtesy of Alieah McGraw.

Glass cases showcased Goldpoint’s latest holiday collections alongside works from local guest artists. Stackable rings, freshwater pearl earrings, delicate pendants, and recycled 14K gold bracelets glittered under warm lighting, each piece begging to be layered and styled. Co-founder Olivia Michaels highlighted one standout piece that was hard to keep your eyes off of: the Amorphous Hoop, available in both small and mid-size, inspired by sculptural works and accented with freshwater pearls. Pieces like this reminded everyone why handcrafted jewelry is worth slowing down for.

Goldpoint’s Amorphous Hoop, courtesy of Alieah McGraw.

Photos of the Goldpoint Jewelry event, courtesy of Alieah McGraw.

By the end of the night, guests were chatting, discovering treasures, and leaving with both memories and carefully curated pieces. Goldpoint’s approach — thoughtful, elevated, and intimate — turned the holiday preview into an experience, not just a showcase.

The Wrap-Up

Two nights, two vibes, and one season’s worth of sparkle. Primark gave us a whimsical winter escape, full of energy, surprises, and Instagram-ready moments. Goldpoint offered warmth, craftsmanship, and the kind of quiet luxury that makes you slow down and savor the details.

The holidays in New York City are chaotic, glamorous, and joyful, but when brands like these show up with thoughtfulness and creativity, the chaos becomes magic. Between dancing, sipping, gifting, and discovering treasures, you’re reminded that this season isn’t just about wrapping up the year — it’s about celebrating the people, places, and moments that make it shine.