15310 Antioch St., Pacific Palisades, Calif.
Chunky bling shares space with delicate sun- and moon-inspired pieces at this refined yet friendly shop that fits right into its beachy neighborhood
Nestled across from a bustling restaurant on an unassuming street in Los Angeles’ tony Pacific Palisades neighborhood, Jaimie Geller Jewelry is like the jewelry store version of Cheers: Everybody knows your name. “Pacific Palisades has a very small-town feel, and everybody knows each other here,” says Jaimie Geller, who owns the boutique with her husband, Michael (pictured above). “We needed our store to be a reflection of that.”
This means that new customers receive thank-you notes, jewelry repair updates arrive via text, and regulars often get a personalized gift for Mother’s Day or birthdays. The store also keeps track of clients’ past purchases to get a sense of individual tastes so Jaimie can select new pieces for the store accordingly. The vibe: everything from Suzanne Kalan’s wearable bling to dainty pieces from Kismet by Milka. “We aren’t your typical stuffy jewelry store,” Jaimie says. “We don’t want people to feel intimidated walking through our doors. Jewelry is a very emotional purchase for people, and we want our clients to be able to browse without pressure.”
It’s in the Bag
Jaimie, who was a fashion buyer and stylist, and Michael, a third-generation jeweler, started the company in 2007 after their first son, Mason, was born. “We risked everything and used our life savings to buy jewelry we loved in downtown L.A.’s jewelry district and sold it literally out of a duffel bag to my styling clients.” By the summer of 2007, the Gellers had started seeing customers by appointment and introducing them to their favorite brands. By mid-2008—“before we knew the end of the financial world was coming,” says Jaimie—the couple had purchased Michael’s parents’ store and completely gutted and redesigned the shop, and they officially opened Jaimie Geller Jewelry in December 2008.
“We wanted the store to have a beachy, modern feel and carry all different designers,” says Jaimie, citing Suzanne Kalan, Shay Fine Jewelry, Jacquie Aiche, and Jemma Wynne as the boutique’s best-selling brands. Michael personally handles the store’s by-appointment custom and bridal jewelry business, which accounts for about 25 percent of overall sales.
The focus on distinctive pieces pays off: “We really have a wide variety of clients—the age ranges from 20s to 70s, from the super-trendy girl to the ultra-classic person,” says Jaimie. “We even have a few rocker clients with the most original style. And because of social media, we haven’t met some of our best clients in person—but we speak to them weekly!” The most popular items, um, hands down? “Rings,” says Jaimie. “I think it’s because people see their hands all day, and rings are easy to get off and on. If you’re a jewelry girl, rings are the best quick fix.”
The jewelry isn’t the only draw of the store, which features cool aqua tones, distressed-wood floors, and personal touches such as art books stacked on clear shelves and a rose gold chair with a furry seat cushion. The airy, accessible space makes it easy to see why customers feel comfortable stopping by often. “On any given day, you will find children and puppies shopping with their parents,” says Jaimie. “Yet we still manage to provide top-quality service and amazing jewelry.”
(Photography by Nicole LaMotte)