Chouette Designs used art, greenery, and wow-worthy wallpaper in its first showroom to make the fine and demi-fine jewelry stand out for clients eager to try on pieces in person.
The jeweler’s new 155-square-foot studio is in the San Diego Made Factory, at 2031 Commercial St. in the Logan Heights neighborhood—a retrofitted skateboard factory that now serves as a collective of arts studios, offices, coworking space, and event venue.
Chouette Designs held a grand-opening party on Oct. 11, which is National Coming Out Day. The jeweler operates as a proudly LGBT-owned business and has a mission of inclusivity with its jewelry, in terms of ring sizes, gender-neutral styles, and custom engagement sets.
“It’s a special building in the middle of a vibrant arts districts,” says Ashley McGinty, who co-owns Chouette with her wife, Marine. “Logan Heights is just steps away from Chicano Park, a UNESCO-recognized world heritage site owed to its incredible street art, various art galleries, shops, bookstores, and cafes.”
McGinty says she and Marine sought creative ways to make their small space seem larger and invite the customer in without it feeling cramped or stuffy.
“We found a whimsical wallpaper and adorned the adjacent wall with a gilded mirror gallery perfect for selfies,” says McGinty, who says she and her wife designed the space themselves. “We kept the rest of the space light and bright to ultimately keep the focus on the sparkle.”
They also included plants, “floating” shelves, and artwork—as well as a Chouette version of Paris’ Mur de je t’aime, featuring photos of client weddings and engagements. The Chouette owners wanted this wall to honor the people who helped them get to this point when they could open a studio, says McGinty.
The display of Chouette Designs’ fine jewelry, against the dramatic backdrop of the wallpaper, was designed to draw the client to the cases and linger on their selections, says McGinty. On the other side of the room, the brand’s demi-fine jewelry is displayed in a credenza cabinet.
McGinty says the studio currently operates by appointment, but Chouette plans on having open shopping hours during the holiday season. She also says they are working on hosting additional events after their successful opening party.
She hopes new and existing clients who visit the showroom get inspired, have fun, and enjoy experimenting with their jewelry style.
“I imagine that stepping into the studio might feel a bit like picking up the jewelry from one’s own dresser,” McGinty says. “I want the customer to envision both how our jewelry can be great for special occasions and how it will fit into their everyday moments.”
Top: Chouette co-owners Ashley and Marine McGinty (photos courtesy of Chouette Designs)
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