Jennifer Fisher is returning to her SoCal roots.
The CFDA-winning jewelry designer, who was born and raised in Montecito, Calif., but has been a New Yorker for decades, has opened a West Coast flagship store in Beverly Hills, Calif., at 450 N. Canon Drive. The 1,200-square-foot space is Fisher’s second store—she opened her first in 2014 in New York City’s Flatiron District.
I caught up with the prolific jewelry and homewares designer, whose iconic buttery gold hoop earrings are favorites of Jennifer Lopez and Selena Gomez, about her new retail space—and why opening a shop two blocks off Rodeo Drive holds special significance.
Hi, Jennifer! What was it about the store’s space that attracted you to it initially?
I really felt that we should be in a location where people are eating and drinking and running errands. I didn’t want to be too far east. I didn’t want to be too far west. Our location is a great part of Beverly Hills to be in. I wanted it to feel convenient for everybody. It was all about finding the perfect store that was easily accessible, which is who we are as a jewelry brand.
We found the spot over two years ago. We are big patrons of the restaurants around the store, and I thought it would be smart to position ourselves close to popular food establishments.
When I was younger, I would come to Beverly Hills to go shopping and go to Melrose [Avenue], but also go through the dreamy stores on Rodeo Drive. It was always a dream, maybe one day I could have a store here. Maybe one day I would have a business big enough to be in the same neighborhood as these stores. I thought, Whatever it is I end up doing, maybe one day I could be here.
How is it different or similar to your New York City store?
I wanted the space to feel light and bright and airy. I worked closely with my dear friend and designer Michelle Gerson on designing cases that are white and very minimal—they almost feel like they’re floating. I wanted our jewelry experience to set itself apart from other jewelry stores.
This store is going to set the tone for the rest of our stores as we continue to expand. It was important to me that the jewelry felt approachable and not too precious. The chandeliers are from Entler lighting, which I love. The chaises and coffee table are from my CB2 collaboration. [Ed.—Fisher has designed furnishings and homewares for the brand.]
Will your entire jewelry line be in the shop—anything exclusive to Los Angeles?
Everything is there. We have launched a few new fine jewelry products in New York City and L.A. to celebrate the L.A. opening, but we want our customers on both coasts to always have access to all of our offerings.
We are really fortunate that the type of jewelry we make is jewelry that people want to wear every day. We’re not so precious that you only wear it one time and then put it away and don’t wear it unless you’re going to an event.
How are your New York and L.A. clients similar and different?
L.A. is one of our biggest markets, with a clientele that really responds to the styling and design of the jewelry. The collection fits very well with West Coast style.
Top: Designer Jennifer Fisher in her new Beverly Hills flagship store (all photos courtesy of Jennifer Fisher)
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