Meet Innovative Retailer Anuschka Pashel of Bloom by Anuschka



Indulge your floral fixation at Anuschka Pashel’s Denver boutique, which literally puts the petal to the metal

Whether it’s a diamond-­studded necklace, a lush bouquet of ­flowers, or a buttery-soft leather chair, ­Anuschka Pashel is “interested in all things beautiful,” says the retailer. Which is why the former Ford model doesn’t limit the types of products she sells in her Denver boutique, Bloom by Anuschka, a chic treasure trove where floral design, fine jewelry, furniture, and stylish home decor coexist. Pashel, who was born and raised in Germany to Czech parents, began her post-modeling career as a floral designer and opened Bloom by ­Anuschka as a floral atelier in 2011. Initially, the shop stocked just a few jewelry lines. “But it worked really well with the jewelry right away,” she recalls. “I realized very quickly, we really have something here.” She’s since built up an exquisite, multifaceted jewelry section in the store that reflects her eye for sophisticated bohemian design. “I’ve always had a passion for jewelry,” she says, “so I have to love every piece I buy.”

Bloom by Anuschka braceletsWhat compelled you, as a floral designer, to branch out into fine jewelry?
A few of my close friends, models in New York, did jewelry—and I did a trunk show for my friend [and fellow former model] Heike Grebenstein’s collection at my studio. A short time after we hosted it, she said to me, “The biggest trunk show I ever had was with you!” I thought, that’s really interesting—maybe there’s something there. Later, I did a few trunk shows for local jewelers, and they were always huge successes. I started going to the Tucson gem shows and buying things like crystals to make pieces with. I’ve always made jewelry, really. Years back, when I was modeling in Miami, my friend and I went bead shopping all the time and went to thrift stores and bought necklaces and took them apart and made new things.

How did you build up your stable of brands?
I was carrying just a few brands when I saw this pair of Hannah Blount earrings that I loved in a window in Manchester-by-the-Sea [in Massachusetts]. So I called Hannah, and we eventually did a trunk show for her and started carrying her. Then I saw Margery Hirschey’s jewelry at ABC Carpet & Home in New York City and added her to the mix. I met Adel Chefridi at JCK Tucson and started carrying that collection. I eventually added Gurhan, and now we have our own jewelry line too, Bloom Bijoux.

How do you juggle the different categories successfully?
It can be challenging. In essence, it’s like running three businesses in one. We’re also developing our own candle line and working on our own other things. But we’re growing so fast, and I really just go with the flow and let things happen.

You’ve mentioned that clients have for the most part found you, not the other way around. Why do you think that is?
I do think it’s the taste level. I have a lot of clients where we kind of edit for them. I’m really careful about what I put in our cases. I buy what I would wear, and I think people sort of trust that edited selection. For instance, Gurhan is a pretty big line, and they’re carried at Neiman Marcus nearby. But the selection they have in Neiman Marcus isn’t anything like the selection we have here. I wouldn’t buy an aquamarine teardrop pendant from them; it’s too shiny and sparkling. But I would buy a big chunky aquamarine ring and a big emerald necklace. I’m always trying to sell things that aren’t mass-produced, and things that are more or less one-of-a-kind.

Do the floral sales help the jewelry sales?
The flowers are what bring people in. They’re so beautiful and in the window they look so great. Also, you have to think of it this way—people wait in the store for their flowers to be done. And even if they’ve ordered in advance, they wait for them to be packaged. While they’re waiting for that to happen, I have this beautiful jewelry room with a big case and several smaller ones. They go in there and they look around. It’s a really organic experience.

Inset: Pashel’s own bracelets with antique millefiori Venetian glass beads, African trading beads, and ruby domed beads

(Photography by Matt Nager)

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