Fashion-minded fine jewelry store Ylang 23 decamped to a new location in its native Dallas earlier this year. Co-owner Joanne Teichman says the move has boosted the company’s bottom line considerably.
“It’s just been crazy how busy it’s been,” says Teichman, who co-owns the store with her husband, Charles Teichman. “We are in a mixed-use development [The Plaza at Preston Center] next to three or four of the hottest restaurants in town”—along with a bevy of high-end fashion boutiques such as Calypso—”and people are literally just tripping over the store on their way somewhere.”
Inside the new Ylang 23 store in Dallas
The retailers looked to aesthetics found in iconic Parisian ateliers and classic SoHo (New York City) buildings when designing the 2,000-square-foot space. The hand-carved French limestone entrance is framed by six window vignettes backed by black-and-white Paris landscape photos and accented by huge vintage glass jars—a gift from one of the retailer’s best-selling collections, New York’s Ten Thousand Things.
A black-and-white tiled entryway leads to a floor crafted in dark reclaimed oak. Floor-to-ceiling reclaimed brick (painted white) swaths an entire wall, while a small balcony with a vintage wrought-iron railing sourced in New Orleans dominates another. The elegant Art Deco tin ceiling was painted white. Velvet chairs in rich jewel tones break up the monochrome, as does a custom swoop-back fuchsia sofa and lavender Indian rug.
There is interesting art everywhere: a pair of original Milo Baughman chrome and glass étagères housing Art Deco–era bronzes and vintage Lalique pieces; a signed Inez and Vinoodh photograph of dancer Heather Watts wearing Ten Thousand Things jewelry; a signed Jean Cocteau work; and a framed copy of Interview magazine signed by Andy Warhol featuring Molly Ringwald on the cover.
The new Ring Bar at Ylang 23
Anchoring the back corner of the store is a custom-made curved glass case the retailers dubbed the Ring Bar. A pink neon sign reading “The Ring Bar” hangs over the display, which houses bridal and fashion rings from brands including Jennifer Meyer, Irene Neuwirth, and Cathy Waterman. Lucite tufted bar stools allow shoppers to perch while they try on merch.
Joanne says the store’s move was prompted by her customers, who had slowly migrated over the years to the other side of Dallas, near the new location. “We were actually taking orders online and shipping them across town,” she says. “We knew it was time to make a move.”
The build out took four months, but Joanne says the move was more than worth the cost and effort. “The Dallas market is just hotter than ever,” she adds. “I would say every major line in the world has to be represented in Dallas. It’s a very strong market for jewelry.”