Headlines

Cocktails on a Plush Velvet Sofa: Luxury Designer Turns First Boutique into Her Dream Store

Published

7 years ago

May 17, 2016

INSTORE Staff

Says Irene Neuwirth: “I didn’t want jewelry to be the focus, but more of a discovery.”

Fine jewelry designer Irene Neuwirth – whose designs have long been a staple of the red carpet and are top sellers at Barneys New York – has spared no expense in turning her first boutique into the store of her dreams, as The New York Times writes. The article says that the boutique in West Hollywood, CA is equipped with an in-store kitchen, a cocktail bar, a fireplace and posh furniture, making it a home as much as it is a fine jewelry shop.

“It was something I’ve always dreamt of, taking control of my branding and how people perceive my jewelry,” she told the Times. “I felt really confident after being in business for 10 years that it wouldn’t be a fail, and that it would be a growing tool. I remember walking past a jewelry store on Rodeo Drive a few years ago, and seeing guys outside on the sidewalk, wearing tuxedos and holding silver trays full of champagne. It was so intimidating. That’s part of the traditional culture of fine jewelry I wanted to avoid. … I didn’t want jewelry to be the focus, but more of a discovery.”

The article at the link below includes a photo gallery offering a glimpse inside the boutique.

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