Fine jewelry brand Alison Lou has opened a store in the heart of New Yorkers’ favorite summer playground: the Hamptons.
The new boutique, located at 38 Newtown Lane in East Hampton, N.Y., and as brightly hued and whimsical-feeling as the jewelry collections are, was built to showcase. Fire-engine red accents—the cash wrap and full doors and door frames bang up gorgeously against robin’s-egg-blue walls and wall-mounted shelving.
A single case that runs down the hall-like space mixes both colors, affecting a sophisticated Dr. Seuss vibe. The brand’s famous Loucite Jelly hoop earrings are prominently displayed in small wall-mounted vignettes.
“I wanted the store to be super colorful, like Alison Lou!” says Alison Chemla, founder and creative director of the brand. “We wanted it to be fun and to make people smile, just like our jewelry does.”
Chemla adds that East Hampton is her favorite Hamptons town and that she’s “been looking to open a store here forever.”
The brand has been a direct-to-consumer and wholesale brand since launching in 2012—and has dabbled with pop-ups. But this is the first official location for the New York City–based brand. Chemla says she looks forward “to speaking and spending time with our customers, and really hearing them and growing from their feedback.”
The new store is open Monday–Sunday from 10 a.m. to 6 p.m. and is adhering to CDC guidelines for social distancing: Only two people are allowed in the store at a time, and curbside pickup is available.
It’s a busy time for the small brand. Alison Lou just launched a new campaign with model Salem Mitchell (see her above) promoting the Jelly hoops. And the company recently debuted a thin Jelly hoop that gives Jelly lovers a more lightweight alternative to the classics.
Lastly, Chemla has been vocal on Instagram in her support of the Black Lives Matter movement and recently pledged 15% of all the sales, indefinitely, to the Loveland Foundation, the resources of which support Black women and girls.
(All photos courtesy of Alison Lou)
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