Jeweler Colette Steckel opens concept store in Los Angeles with a new approach
The pandemic has forced many people to reset their lives, especially when it comes to creative and personal preferences, which has affected many business decisions. It was the perfect situation for Colette Steckel of Colette Jewelry. This month, she opened a new store to replace her store on Melrose Avenue just in time to celebrate her 25th birthday.e year in business.
Located near the jeweler’s home and the Brentwood Country Mart, proximity was crucial in choosing the new location. “The pandemic put things in perspective – family and health come first,” Steckel said, adding: “It taught me that the more we simplify our lives, the better. For me, it meant bringing people closer together. my home business. ” His life revolves around the country mart, and the space is across the street on 26e Street in an old tailor shop. “There is a cool community of local businesses out there. It just felt natural to be a part of that mix and that way of life.”
A mix is also how the offerings of this store could be described. Steckel, known for her exquisite, colorful enamel charm jewelry and ethereal, spiritual and cosmic inspired diamond jewelry, adds more lifestyle components. The designer has roots in Mexico City and Paris and integrates these places into the new concept.
“Anyone who knows me knows that I am a collector of a lot of things such as hand-painted boxes from an artist in Mexico City or a secret chocolatier in Paris,” Steckel said. She used to get toasted about her menagerie of treasures, so she decided to give him her best-kept secrets with her signature jewelry. The new store will feature François Pralus chocolates, Aromaria candles, artwork by Benjamin Pietri, sweatshirts from the BE collection by Sandra Sisley and more. Many items other than initial jewelry are a direct result of how she and her family spent time at home during their forties, where they used the time “to reconnect and, in many ways, fall in love again. of the House”.
Speaking of houses, the new store has a Franco-contemporary vibe. “Melrose Place had a very French, boudoir feel with darker interiors and gold accents, while Brentwood is flooded with light and a bit more minimalist,” she explains, saying the overall look is reminiscent of an apartment. Modern Parisian filled with lavender, light Pink and crème fraîche tones accent the space with velvety marble, and a touch of burgundy and herringbone floors complete the look.
Like his hometown, the space is filled with light. Being able to walk to work seems appealing to Steckel and is one more reason to feel confident about his commitment to the area and to Los Angeles. “LA is bursting with creativity; everyone is always working on something cool and exciting, and I find it incredibly energizing; she enthused, adding that she was excited about a potential new neighbor. will be opening next to my store – I’m a super foodie, and I think we’ll be collaborating on fun events together. ”
The mix of fine dining and jewelry also sounds like a 2020 concept, as both attract a customer looking for comfort and sentimentality. Steckel noted that collections such as Gatsby and Santos y Cielos were sentimental or personalized, investment-worthy, and versatile enough to be worn at home with sweatshirts. Like many of the brand, the pandemic has forced a push towards the line.
“Instagram became our lifeline and we connected with customers through Zoom and FaceTime,” she said, noting the request to speak directly to the designer. “When you sell luxury, I strongly think you need the corresponding experience. The online element supports brick and mortar and vice versa – the brand is discovered on Instagram, but someone visits the store because he wants to see a stylized piece. Or they quickly drop by the store, then go to the website and make a purchase. It all goes together.
It also aimed to reinvent jewelry shopping. “I wanted to reverse the model of traditional jewelry. Buying fancy jewelry can be intimidating and overly formal – I’ll do the opposite. Come, hang out, discover the jewels, try them on, go with a jewel or a set of Backgammon.“
Steckel looks back on twenty-five years in a company that has dramatically changed due to technology and social habits, in his opinion, for the better. For example, the digital experience has helped her get to know her customers better. But beyond that, she loves the changes she sees in shopping habits.
“I am happy to see the demand for fine jewelry continue to open up; women and men of all ages and styles are looking for high quality pieces from which to create a collection, ”she observes, adding:“ In the same way that young people walk away from fast fashion, they are looking for jewelry like mine that withstands the test of time in both design and craftsmanship. “