Make yourself at home: Jewellery designer opens first boutique

Enlisting help from design agency Commune, which has worked with Ace Hotel, The Standard and Opening Ceremony, Neuwirth’s own home was a key inspiration for the 1,850-square-feet store, which opened on 1 November 2014. 

Located in one of the city’s premier shopping destinations, Neuwirth’s collection is nestled among a lavishly decorated kitchen, living area and dining area. Local artists’ work lines the walls and visitors are invited to hang out in the space. 

Talking to Women’s Wear Daily, Neuwirth explained that she hoped the relaxed feel of a home would change consumers’ experience of buying fine jewellery. ‘I just want the whole experience of buying precious jewellery to be unprecious. I  want people to feel like they can touch things and hang out and not feel like they need to leave the store in two minutes if they are not buying something.’

Neuwirth’s Los Angeles store is an example of LS:N Global’s Home-tail microtrend, which highlighted how curated living spaces are replacing traditional retail showrooms.