jenni kayne’s shop-in-shop (inspired by us!)
Published Mar 18, 2016 6:00 AM
text by SHANI SILVER
photography by BRITTANY WOOD
As if shootingJenni Kayne
’s inspired home wasn’t fun enough, our spring covergirl is taking things one step further–to our decor-obsessed delight. In her Los Angeles store, just off Melrose on Almont Drive, she’s created a domino shop-in-shop inspired by our spring issue! The shop’s warm, welcoming design is home to Jenni’s fashion collections and curated home goods. The private location ensures celebs (and celeb stylists!) can shop discreetly in this bright, brilliantly styled space–and you certainly can, too.
TELL US A BIT ABOUT THIS SPACE. HOW DID YOU CHOOSE IT? The West Hollywood store was my first retail location. I used to live in the Hollywood Hills and would drive down Almont everyday from my office, home. It’s filled with cool antique stores and felt very hidden away. One day I was driving home and a listing in the window. I knew it was meant to be!
HOW WOULD YOU DESCRIBE THE OVERALL AESTHETIC OF THIS SPACE? I wanted to create a warm and inviting place for people to shop that conveyed my California style. I believe that your home and space are just as important as the clothes you wear.
WHERE DO YOU DRAW THE MOST INSPIRATION FOR THIS SPACE? My biggest inspiration is California. I have lived here my whole life, taken my kids to the beach, rode horses, and enjoyed hikes through the wilderness. Collectively my journey and environment have shaped my home and stores.
WHAT DO YOU WANT PEOPLE TO FEEL WHEN THEY WALK IN? I want people to feel comfortable and relaxed when they walk into my stores.
WHAT IS THE MOST UNEXPECTED ITEM IN YOUR STORE? Probably our Sol & Luna LeatherWatering Cans
. It doesn’t sound like the most functional item, but they patina beautifully. I promise it will become your favorite garden accessory!
WHAT ITEMS DO YOU FIND YOURSELF RESTOCKING MOST OFTEN? That’s an easy one! Our most popular home item is the L’Artisan The Amber Balls. They are hand carved in France and filled with amber crystals, which subtly scent the room.
Our top Jenni Kayne items include the cozy Sweater Coat made with Italian yak yarn and the versatile Mule slides, handcrafted in Italy.
WHAT IS ONE LITTLE-KNOWN TRICK TO CREATING A GREAT IN-STORE VIGNETTE? The key to creating a beautiful in-store vignette is telling a compelling story with your merchandise. Take our domino Shop in Shop as an example. When our customer walks into the store we want them to feel like they are stepping into the issue. We did this by taking our favorite moments and recreating them.
Using different textures like linen pillows, cashmere blankets, rustic ceramics and fresh flowers you can create a special experience for your customer that they will want to recreate in their own home. Lastly, choose colors that complement each other. I gravitate towards different shades of neutrals.
HOW OFTEN DO YOU LIKE TO REFRESH YOUR VIGNETTES OR PLACEMENT OF CERTAIN PRODUCTS AROUND THE STORE? About every two weeks! We want our regular clients to feel inspired every time they visit the store.
WHAT IS YOUR FAVORITE MEMORY YOU’VE MADE IN THIS SPACE? I have so many memories tied to this location, but I think the most special was crafting with Martha Stewart at the store!
WHAT IS THE BEST CUSTOMER REACTION YOU’VE EVER HEARD UPON THEIR ARRIVAL? “I want it all!”