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Outside the Box: Valentine’s Day Collaboration

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Poet Silvi Alcivar set up a small desk and typewriter outside the Love & Luxe boutique
to write love poems for couples on Valentine’s Day.

Love & Luxe, San Francisco, CA

When Betsy Barron founded Love & Luxe on San Francisco’s Valencia Street in 2011, she wanted collaboration with small studio designers and other local businesses to be an important characteristic of the store’s personality. Valentine’s Day in the store has captured that philosophy over the past few years, having featured pop-up shops for a local chocolatier, florist and perfumery, as well as a poet writing love poems for clients. — T R A C E    S H E L T O N

This article originally appeared in the January 2015 edition of INDESIGN.

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INTERVIEW WITH Betsy Barron, owner

How successful has the event been?

“Each one has been incredibly successful at creating a festive atmosphere. The store was full all day long. For us, Valentine’s Day isn’t the biggest holiday for jewelry, but it is one to share the love and promote the store. It’s an inexpensive flowers and chocolate kind of holiday, so we thought we would provide those things. I love to throw a party. ‘Love’ is in our name, and we really do live like that.”

Outside the Box: Valentine’s Day Collaboration
Dandelion Chocolate has supported Love & Luxe with specialty chocolates, including one variety in the shape of a gem.

How did you work with the other vendors?

“We let everyone do their own pop-up shop. We didn’t take a cut, we just let them do their thing. One year, we had Dandelion Chocolate come in; they were a factory that didn’t have a retail location, but they were building one on our street. Now they are a huge business. We had them do a chocolate in the shape of a gem, only distributed through us. The florist I worked with was a customer, and she had a group of fashion photographers and designers called Locally Grown Weddings. They brought my jewelry in to use on their photo shoots, so it was a give-back situation. Last year, we had a pop-up perfumery in the store that stayed for about five months. We promoted it for Valentine’s Day and had people picking up perfume, flowers and jewelry from us.”

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How did customers react to the poet?

“People purchased directly from her. They tell her a story about who they want to give the poem to, and she types an amazing poem on her typewriter and wraps it in a bottle. Having Silvi on the sidewalk made people stop and say, ‘What is this store?’ This year, we’re going to pay for her to come and write free poems for our customers.”

How did you find businesses to collaborate with?

“I’ve lived in this city for 25 years and know a lot of people. Most of these vendors were new friends that I called and asked if they wanted to be part of it. Everyone jumps at the opportunity.”

How has the event paid off for the store?

“Every year, we get more customer loyalty. The first year was about getting the word out, and now it’s building and maybe eventually Valentine’s Day will be a big jewelry buying holiday for us. We hope if we keep doing these fun events, that will happen.”

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Sales associate Maricha Genovese paints X’s, O’s, and hearts on the sidewalk outside the boutique

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SPONSORED VIDEO

She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

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Outside the Box: Valentine’s Day Collaboration

Published

on

Poet Silvi Alcivar set up a small desk and typewriter outside the Love & Luxe boutique
to write love poems for couples on Valentine’s Day.

Love & Luxe, San Francisco, CA

When Betsy Barron founded Love & Luxe on San Francisco’s Valencia Street in 2011, she wanted collaboration with small studio designers and other local businesses to be an important characteristic of the store’s personality. Valentine’s Day in the store has captured that philosophy over the past few years, having featured pop-up shops for a local chocolatier, florist and perfumery, as well as a poet writing love poems for clients. — T R A C E    S H E L T O N

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This article originally appeared in the January 2015 edition of INDESIGN.


INTERVIEW WITH Betsy Barron, owner

How successful has the event been?

“Each one has been incredibly successful at creating a festive atmosphere. The store was full all day long. For us, Valentine’s Day isn’t the biggest holiday for jewelry, but it is one to share the love and promote the store. It’s an inexpensive flowers and chocolate kind of holiday, so we thought we would provide those things. I love to throw a party. ‘Love’ is in our name, and we really do live like that.”

Outside the Box: Valentine’s Day Collaboration
Dandelion Chocolate has supported Love & Luxe with specialty chocolates, including one variety in the shape of a gem.

How did you work with the other vendors?

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“We let everyone do their own pop-up shop. We didn’t take a cut, we just let them do their thing. One year, we had Dandelion Chocolate come in; they were a factory that didn’t have a retail location, but they were building one on our street. Now they are a huge business. We had them do a chocolate in the shape of a gem, only distributed through us. The florist I worked with was a customer, and she had a group of fashion photographers and designers called Locally Grown Weddings. They brought my jewelry in to use on their photo shoots, so it was a give-back situation. Last year, we had a pop-up perfumery in the store that stayed for about five months. We promoted it for Valentine’s Day and had people picking up perfume, flowers and jewelry from us.”

How did customers react to the poet?

“People purchased directly from her. They tell her a story about who they want to give the poem to, and she types an amazing poem on her typewriter and wraps it in a bottle. Having Silvi on the sidewalk made people stop and say, ‘What is this store?’ This year, we’re going to pay for her to come and write free poems for our customers.”

How did you find businesses to collaborate with?

“I’ve lived in this city for 25 years and know a lot of people. Most of these vendors were new friends that I called and asked if they wanted to be part of it. Everyone jumps at the opportunity.”

How has the event paid off for the store?

Advertisement

“Every year, we get more customer loyalty. The first year was about getting the word out, and now it’s building and maybe eventually Valentine’s Day will be a big jewelry buying holiday for us. We hope if we keep doing these fun events, that will happen.”

Sales associate Maricha Genovese paints X’s, O’s, and hearts on the sidewalk outside the boutique

Advertisement

SPONSORED VIDEO

She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

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