Palisades Fire Survivor Jaimie Geller to Celebrate Rebuilt Boutique

By Karen Dybis | August 31, 2026

After losing her home and her boutique in the Palisades wildfires in January 2025, Jaimie Geller has reopened a physical location and has set a grand-opening celebration for Sept. 9.

Geller lost her store on Antioch Street as well as her family home when both burned down during the wildfires. The new location at 15244 W. Sunset Boulevard opened this summer after a year of rebuilding.

There is still healing that needs to happen, Geller says, but she is ready to be finally home again. The reopening party is the best way to celebrate with friends and longtime clients.

JCK caught up with Geller to see what life is like now, how the space feels, and what’s next for the business.

How are you doing? What is life like now for you and your family?

I think we are doing pretty well, all things considered. We are 20 months out from the fire, and the shock has begun to wear off and the reality of the very long road ahead is very real. We are pushing forward every day.

Our day-to-day life has changed drastically, but we are adjusting and have learned to go with the flow in a way I didn’t know was possible. We spend a lot more time in the car, and our kids are at all different schools, and we are in a different neighborhood, but we are so thankful we get to go back to work in the Palisades every day again.

When did the new space open? What was it like to open your doors again to your clients?

We very softly opened the doors to our new store in Pacific Palisades in July after spending about a year working out of an office. It was very exciting to be able to be back in the Palisades daily. It was extremely emotional to see old faces coming in. People we haven’t seen since before the fire. There were a lot of tears, but this time tears of joy because now we have hope. We are hosting our grand-opening day and we couldn’t be more excited to really be officially open and “normal.”

What is the new space like, and what do you want people to feel walking into the space?

About a month after the fire, while we were still very much in shock, we hired an incredible designer to help us decorate an ugly old office into the most stunning jewel box. We were able to use most of the furniture, cases, and decor and transplant them into the new Palisades store. Soft, cozy peaceful colors; some pink but mostly neutrals. But when creating the store location, we were able to take more time to think of the layout and flow. It was super-important to me to make the new space feel like home. We had a vision of our friends, family, and clients gathering in what would feel like our home.

Jaimie Geller new store — *The new interior on the Jaimie Geller boutique is designed to feel like a living room where clients can come in and hang out.*

So rather than a cash wrap, we have a kitchen area complete with an espresso machine and beverage bar, and we have a giant island to serve food and drinks for events. Rather than a formal area to view the jewelry, we created a dining room space, and upon entry through the front door, we have our living room.

While designing this, our biggest goal was to be a cozy space to gather, commiserate, and really just hang out. One thing after the fire I found that it was impossible to think far ahead. I was moving through life in 15-minute increments, and long-term decisions have become impossible. So we really looked at the space as a “next three years” experience, and for the next three years, our community needs a home away from home in the Palisades, and so do we. So that’s what we aimed to do.

Will the space continue to evolve and grow?

In our new vision, we really hope to have some great events. Not just the jewelry trunk shows and designer launches that we have always hosted for the last 19 years, but pop-ups for all sorts of incredible brands—gifts, beauty, clothing, and art. We want to evolve into a place that keeps people on the edge of their chairs waiting for our next fabulous curation. But also somewhere that feels comfortable and approachable.

I just need to say that we have been “winging it” making decisions in what feels like a black hole. The jewelry business happens to be changing more rapidly than ever, during the year that we suffered the greatest loss we have ever suffered—next to losing loved ones, of course.

So, the last 20 months, the price of gold, the lab or synthetic diamond trend, the instability and crime in Los Angeles, Instagram, Meta, everything changing—we really wanted to go back to what we knew and what our clients love. A place that feels like home. A place where the relationship matters. A place based in trust and experience. Losing everything made us realize it’s not about the stuff, it’s about the relationships in life. For us, the relationship is what motivates us to keep our doors open, and we just pray that our authenticity and experience keeps people coming in.

Top: Jaimie Geller will celebrate the grand opening of its Pacific Palisades boutique on Sept. 9. (Photos courtesy of Jaimie Geller)