Colette Jewelry has opened a new Los Angeles flagship in Brentwood after shuttering its Melrose Place location during the pandemic.
Los Angeles—For designer Colette Steckel, brick-and-mortar is an essential part of her strategy.
“As a consumer, I find that the in-store experience is inimitable, especially in the luxury space,” Steckel said, “and while we’ve adapted to the digital landscape, the brick-and-mortar component is equally important to me.”
In business since 1995, the French and Mexican designer has had stores throughout the years in both Mexico City and Los Angeles, where she is based.
But the pandemic posed challenges to her most recent L.A. flagship, located on Melrose Place, so she shuttered it last year.
“The location didn’t feel right anymore. After being in quarantine with my family in L.A., I realized I wanted to bring the business to my own neighborhood and offer something a little bit different from the traditional jewelry store.”
Located in Brentwood, the new Colette Jewelry store plays on the designer’s French and Mexican heritage, incorporating a variety of accessories and home goods sourced from artisans in Paris and Mexico City.
The store’s interior focal point is this large marble table seen on the left. At right, the new store’s exterior.
“Most of the items are things my family and I found comfort in while in lockdown, like board games, comfy sweatshirts, candles, and chocolates. It’s an homage to my heritage of sorts and a really fun way to introduce so many artisans that I love to my L.A. community,” Steckel said.
Sourced from travels home, the curation is warm but decidedly luxurious and very niche. Think Hector Saxe backgammon sets, Aromaria candles, François Pralus single-origin chocolate bars, and cabinet-of-curiosity-esque art from Benjamin Pietri.
“Whenever I come back to L.A. from Paris or Mexico City, my friends ask me where I got this or that, so my intention is to always introduce more designers as I discover them.”
These items help evoke the inviting ambiance Steckel is after, which fosters “building relationships.”
“Jewelry is so intimate, so personal,” she explains. “I want to offer this completely bespoke experience without all of the formality that is often associated with the traditional jewelry store.”
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While the Melrose Place location was darker and “more boudoir-inspired,” the Brentwood store has a lighter California feel, with herringbone wood floors and large marble tables that have almost painterly patterns.
For Steckel, the space is like a contemporary Parisian apartment, with the predominant shades being “crème fraiche,” light pink, and lavender with burgundy accents.
It’s the ideal backdrop for the in-person experience Steckel finds so necessary to complement the ever-growing digital retail component.
Colorful enamel is a core element of Colette’s recent collections, adorning celestial-inspired jewels and Art Deco-esque initial offerings alike.
“I feel that the quality of the experience purchasing a piece is just as important as the quality of the jewelry itself,” she says.
“It’s a place for our clients, but also for our wholesale buyers and celebrity stylists and editors. We want everyone to feel like they can come by, learn about the brand, say hi, have a coffee or a glass of Champagne, and walk away with something special—be it a jewel or a super cool sweatshirt from a newly discovered designer in Paris.”
Colette Jewelry is open for business at 250 26th Street in Santa Monica, California, across from the Brentwood Country Mart.
