Pop-Up Shops: Temporary Spaces, Permanent Appeal

Julie Schroeder doesn’t put much stock in advertising, but she is a firm believer in pop-up shops. The owner of the Los Angeles fine jewelry gallery Persimmon Handpicked Objects has staged three pop-up events to date and has another in the works. During two shops last spring, clients footed the bill for catering and space (a luxury hotel and a private home), leaving the store owner—who scheduled the events on Persimmon’s closed days—with a neat little pile of “found money,” she says. And that’s after she donated 10 percent of sales to an L.A. children’s charity. “Pop-ups are here to stay,” says Christina Norsig, CEO of PopUpInsider, which helps educate would-be pop-up sellers and advertises space for temporary lease. Norsig estimates that “thousands” occur each year, mainly in the United States and the U.K. In Schroeder’s first event—a two-day, open-to-the-pub

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