Two years ago it seemed like a big risk when Irene Neuwirth, the Los Angeles jeweler known for her vibrant upscale creations, opened a store on Madison Avenue. “They said it is deserted uptown and stores are closing.”

But that was 2022. Now the 1.2-mile prime area between 57th and 79th Streets is lined with new fashion and watch stores, art galleries and a noticeable influx of jewelers, mostly contemporary independent names. And more are on the way.

“Madison Avenue has been reinvigorated,” said Joseph L. Hudson, a senior vice president at the real estate company CBRE, who recently helped the jeweler FoundRae find a store site on Madison between 66th and 67th Streets. “Downtown brands are coming uptown to meet their customers where they live.”

Hot fashion labels such as Khaite, Johanna Ortiz and Toteme have moved in. There also is Giorgio Armani’s mixed-use building at 65th Street, which opened with great fanfare in October; and Assouline’s bookstore and cafe, and the newly renovated Surrey hotel.

And while some jewelers — including Graff, Fred Leighton/Kwiat, Buccellati, Sidney Garber, Stephen Russell, Pomellato and Paul Morelli — have been longtime presences on Madison Avenue, in November Van Cleef & Arpels opened a location less than a mile from the Fifth Avenue site it has occupied since 1940. The contemporary fine jewelers Sophie Bille Brahe, Marlo Laz and Alison Lou — and the French heritage brand Boucheron — have established boutiques. The British designer Jessica McCormack said hers would open in March.