MajorsNov 21, 2025
Natural Diamond Council Names New CEOAmber Pepper’s main focus will be on digital innovation and engaging younger consumers.
IndependentsSep 11, 2019
Online Retailer The Last Line Opens Pop-Up Shop in LA
The jewelry e-tailer’s shop features a piercing station with a gold glitter chair.
The Last Line opened a pop-up shop in Westfield Century City in Los Angeles that will remain open until Oct.9. (Photo courtesy of The Last Line/Teddy Sanders)
Los Angeles—The Last Line opened a pop-up shop Monday, making it the most recent jewelry e-tailer to branch out into brick-and-mortar following James Allen, Blue Nile, Brilliant Earth, and Mejuri.
The Los Angeles-based company opened its shop in its hometown, in the Westfield Century City shopping center.
“We have always done things differently, from our drop model to how we shoot and style the pieces, so having a space where people can see the pieces and try them on in person is super-exciting to me,” founder Shelley Sanders said in an email to National Jeweler Tuesday. “I always want people to experience the brand as we envision it and see the quality and design in person.”
Sanders studied fine arts at Parsons School of Design in New York then headed to San Francisco to train with master jewelers, going onto to work as a designer and creative director for several jewelry brands.
Previously, The Last Line partnered with New York-based retailers Jenni Kayne, Reformation, and WGACA for in-store trunk shows.
With its pop-up shop, the e-tailer wants to “rewrite the rules of mall piercings,” inviting shoppers to take a seat in a gold glitter chair at its piercing station, open all day Thursday to Sunday, and choose from 15 styles of jewelry.
The space is designed to feel like “an extension of your home,” The Last Line said, complete with couches stacked with embroidered pillows and bookshelves organized by color.
“With the pop-up, we’re touching on the nostalgia of discovering jewelry in a mall and completely elevating the experience, so it feels appropriate no matter your age,” Sanders said in her email.
The space will host events as well, including “Babe Bingo,” tequila tastings, and styling sessions with Sanders.
Actress Busy Philipps attended the opening, posting her visit on her Instagram Stories.
Philipps told her nearly 2 million followers that her “rainbow necklace everyone always asks about” was designed by Sanders.
Founded in July 2017, The Last Line’s name hints it wants to be “the last” jewelry line a customer will ever need, selling pieces “without crazy retail markups,” according to its website.
The e-commerce site carries jewelry in a variety of price points, from a simple 14-karat yellow gold stud for $85 up to a 14-karat yellow gold and diamond cocktail ring for $21,065.
Its
“Latest Drop” section showcases its newest on-trend offerings, from yellow gold chain link necklaces to enamel pendants.
The company has nearly 120,000 followers on Instagram, posting not only photos of its jewelry but videos of its founder sharing the process behind the pieces.
Followers can trace a piece from sketch phase to finished product, including watching Sanders show them how to style the pieces.
Its L.A. pop-up shop will close Oct. 9 but the brand is planning to do another in New York City in time for the holiday season.
The company has nearly 120,000 followers on Instagram, posting not only photos of its jewelry but videos of its founder sharing the process behind the pieces.
View this post on InstagramA post shared by The Last Line (@thelastlinela) on Aug 5, 2019 at 6:15pm PDT
Followers can trace a piece from sketch phase to finished product, including watching Sanders show them how to style the pieces.
Its L.A. pop-up shop will close Oct. 9 but the brand is planning to do another in New York City in time for the holiday season.
More on Independents
The Latest
SourcingNov 21, 2025
De Beers’ Branded, Traceable Diamonds Roll Out to 19 Retailers Called “Origin by De Beers Group,” the loose, polished diamonds are being sold in a total of 30 stores in the United States and Canada.
CollectionsNov 21, 2025
Piece of the Week: Melissa Kaye’s ‘Rocky Infinity’ NecklaceThe lariat necklace features a 4.88-carat oval-cut Zambian emerald in 18-karat yellow gold.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
AuctionsNov 20, 2025
Vanderbilt Jewels Shine at Phillips Sale, Pink Diamond WithdrawnA 43-carat sapphire brooch from the Vanderbilt collection was the top lot of the Geneva sale.
Weekly QuizNov 20, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsNov 20, 2025
Rebecca Rau Jewels Debuts With ‘Then & Now’ CollectionRau is a fourth-generation art and antique dealer from M.S. Rau gallery whose first jewelry collection merges artifacts with modern design.
Policies & IssuesNov 20, 2025
RJC Names New Executive DirectorFormer De Beers sustainability leader Purvi Shah will take over the role in February 2026.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
WatchesNov 20, 2025
LVMH Takes Minority Stake in Citizen Group-Owned Movement Maker La Joux-Perret is based in La Chaux-de-Fonds, Switzerland, and makes solar quartz as well as mechanical watch movements.
GradingNov 20, 2025
Julia Griffith Joins SSEF as Head of EducationShe previously taught at Gem-A and is the founder of The Gem Academy.
CollectionsNov 19, 2025
Larkspur & Hawk Celebrates 25 Years With Helena Bonham Carter CampaignThe British actress and her daughter modeled pieces from the brand’s new “Palette” capsule for its “Once Upon a Time” holiday campaign.
TechnologyNov 19, 2025
Google Has a New Form for Reporting ‘Review Bombing’ Attacks Plus, the tech giant shares the steps retailers should take if they believe they’re a victim of a review extortion scam.
TrendsNov 19, 2025
Midas Chain Releases 2025 Holiday Style GuideThe jewelry manufacturer’s seasonal offering features its new “Melodie” bangles, as well as mini stud earrings and layering pieces.
Events & AwardsNov 18, 2025
NYC Jewelry Week 2025: 12 Must-See EventsWith more than 140 activations taking place in New York City now through Nov. 23, these 12 events are can’t-miss moments.
MajorsNov 18, 2025
Lugano Diamonds Files for Bankruptcy, Looking for BuyerThe Chapter 11 filing follows the resignation of CEO Moti Ferder, who stepped down after an investigation into the company’s finances.
Events & AwardsNov 18, 2025
A Giant, Bejeweled Moldy Berry Is on Display in LAThe artwork is part of an exhibition featuring works by Kathleen Ryan, an artist known for her gemstone-studded rotting fruit sculptures.
SourcingNov 18, 2025
Another Diamond Company CEO Steps DownMark Wall, president and CEO of Canadian mining company Mountain Province Diamonds, will vacate his position next month.
CrimeNov 17, 2025
Police Searching for 2 Suspects in Murder of Father, Son Jewelers Faustino Alamo Dominguez and his son, 25-year-old Luis Angel Alamo, were gunned down following an armed robbery at their jewelry store.
GradingNov 17, 2025
IGI Announces New President of North AmericaTiffany & Co. veteran Jeffrey Bennett has stepped into the role.
MajorsNov 17, 2025
Look Inside Robbins Brothers Fine Jewelers’ New Pasadena FlagshipThe showroom is located in a historic 1920s building in the Playhouse District.
Policies & IssuesNov 14, 2025
U.S., Switzerland Reach Deal That Drops Tariff to 15%The Swiss government announced the deal, which cuts the tax on Swiss imports by more than half, on social media Friday morning.
AuctionsNov 14, 2025
Napoleon’s Diamond Brooch Blows Away Auction Estimates A buyer paid $4.4 million for the piece, which Napoleon wore on his hat for special occasions and left behind when he fled Waterloo.
FinancialsNov 14, 2025
Richemont’s Q2 Jewelry Sales Up 12%Plus, how tariffs and the rising price of gold are affecting its watch and jewelry brands.
CollectionsNov 14, 2025
Piece of the Week: Silvia Furmanovich’s ‘Butterflies in Flight’ Jewelry BoxFurmanovich designed the box to hold Mellerio’s “Color Queen,” a high jewelry collection consisting of 10 rings.
Events & AwardsNov 14, 2025
JCK Names New Event DirectorJennifer Hopf, who has been with JCK since 2022, will lead the execution of the long-running jewelry trade show.
IndependentsNov 13, 2025
Green Lake Jewelry Works to Move to New Seattle StudioFounder Jim Tuttle shared how a dedication to craftsmanship and meaningful custom jewelry fueled the retailer’s double-digit growth.
MajorsNov 13, 2025
Vahan Jewelry Founder Leon ‘Sacha’ Der Calousdian Dies at 85The third-generation jeweler is remembered as a passionate creative with a love of art, traveling and sailboat racing.
