The Hamptons' best new luxury stores and pop

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The mom-and-pop shops that used to pepper East End hamlets are now few and far between, as global and West Coast brands open shiny new boutiques in the area.

But a slew of fabulous pop-ups are still waving the entrepreneurial flag.

Here's a peak at this summer's most exciting openings — from new East Hampton digs for Chanel and Louis Vuitton to Jay-Z's Paper Planes pop-up at Gurney's in Montauk, plus a handful of local stars.

Jay-Z's fashion and lifestyle brand Paper Planes is launching its very first pop-up — Paper Planes Surf Shack — at Gurney's Montauk Resort & Seawater Spa (through July 4th weekend).

Sure-to-go-fast merch includes everything from Hova's signature bucket hats and visors to popped-collar shirts, graphic tees, quilted sling bags and oversized beach totes. The Holy Grail to score? An exclusive "Sketch" surfboard with matching shorts.

Prodigal Suns will pop up on Mondays throughout the summer at the Memory Motel (692 Montauk Hwy.), made famous by a Rolling Stones song.

Founded by Marcos Martinez (executive chef at Montauk's Bird on the Roof restaurant) and pal Michael Torres — who previously sold their goods inside that eatery — the shop will showcase collectibles, including sneakers, vintage gear and pop-culture tees.

This posh enclave is brimming with new retail this season, including Brochu Walker at 11 Main St., where highlights include flowing linens and lightweight knits accompanied by footwear, accessories and jewelry.

Dressing up for an East End event? Pick up bold treats — from zebra earrings to sequined sheaths, along with men's statement pieces and beach slippers — at Alex Vinash's fun shop at 25 Hampton Road.

Who would have thought the Hamptons would become a place to find affordable diamonds and pearls?

It is now, thanks to California-born Gorjana jewelry shop, opening at 19 Main St., where you can select a delicate, dangling stone or chunkier rings and pendants.

Each one-of-a-kind item at Morphew, launching at 56 Hampton Road, is either vintage or made from vintage materials, including dresses created from scarves.

Prices here run the gamut from $80 costume earrings to a $15,000 Givenchy gown.

Beachy monochromatic tones prevail at the new, California-inspired Jenni Kayne boutique at 6 Main St., where coastal influence is apparent in its casual apparel, loungewear and home furnishings.

From resort sandals to cowboy boots, the new Steve Madden store at 95 Main St. will showcase the famed designer's footwear, plus a Pac-Man arcade game for those who don't find shoe-shopping entertaining enough.

After a successful pop-up that launched in 2021 on Jobs Lane, Ramy Brook is now opening an official store at 44 Main St. Beach-to-bar togs and swimwear are the lure here, along with a new children's line and mommy-and-me selections.

The signature vibrant caftans and wrap dresses at the new La Vie Style House (42 Jobs Lane), are all one size fits all (with short and long variations) — taking you breezily from pool to lunch.

Russian-American designer Valentina Kova has brought her luxury line, made with comfy natural materials like cotton, silk and cashmere, to 38 Jobs Lane.

She also offers fine jewelry to help clients accessorize.

Keeping furry friends safe is a priority at Pet Lifeguards, a pop-up at 1054 Montauk Hwy. that stocks life jackets, first-aid kits, portable swimming pools, "Wagwellies" beach shoes and reflective gear, along with concierge veterinary memberships and doggie ice cream.

Tom Ford and Dolce & Gabbana are among the high-end designers that will be carried (along with trendy lines like Watskin) at Curio at Project Hamptons, tucked in a contemporary farmhouse venue at 2183 Montauk Hwy.

In addition to 25 brands proffering everything from eyewear to home goods, programming will include yoga classes, puppy adoptions, fund-raisers and a garden displaying art.

Sagtown Collective-TravisMathew, at 78 Main St. (in the same building as Sagtown Coffee), is teeing up duffers’ pants, polos and gloves from the Southern California-inspired golf brand, along with lifestyle athleisure, including sneakers, hats and sweatshirts.

The Cloud T-shirts and sweats are ultra cozy.

Last year's Sunny store at 83 Main St. has rebranded as Leallo.

Gone are the fitted pieces, replaced by looser, comfier blouses, tees, soft sweats and cashmere sets — made from sustainable materials and produced in a fair-trade-certified factory.

The town's major road continues to look more like Rodeo Drive, with Louis Vuitton co-opting the prime corner space at 1 Main St.

From coveted handbags to iconic trunks — including those customized for golf and mah-jongg — the shop is filled with objects for the home as well as outdoor furnishings and personal items.

Visit Paris-by-the-beach at Chanel's "ephemeral" boutique, covering two quintessentially shingled stories at 26 Newtown Lane.

Inside, you’ll find everything from elegant Métiers d’art collection gowns and gilded tweeds to playful Coco Beach coverups and bathing suits, not to mention handbags, shoes, watches and fine jewelry — plus an enchanting garden in the back for summer soirées.

After Hurricane Irma decimated parts of the Caribbean in 2017, French designer Marina Cocher moved Marina St Barth — her colorful, Bohemian-chic brand of frocks, accessories and skin-care products — to Palm Beach.

Now she's unveiled an East Hampton outpost at 32 Park Place, which also carries other island-life labels, including Schutz shoes, Øud Paris fashions and Charo Ruiz's frocks.

Launched in Venice Beach, Calif. and known for its unisex, surf-inspired looks with a broken-in feel, Aviator Nation is landing its first East Coast store at 87 Main St.

New on the beauty block? Bobbi Brown-founded Jones Road, a line of natural-looking cosmetics free of parabens, phthalates and sulfates, is moving into a space at 55 Main St.