Mexico City and Los Angeles-based fine jewelry designer Colette Steckel today opens a new L.A. store at 8463 Melrose Place. The French-Mexican Steckel, who founded her business in 1995 in Mexico City, where she has a flagship in Park Plaza, previously occupied a larger space on Melrose Place and one in Beverly Hills. This time, she wanted a more intimate “jewel box,” so the 330-square-foot boutique, tucked into an alley next to Alfred Tea Room, was ideal.
“I want to be my own retailer and see the feedback. It’s very important for me to communicate with the customer; it motivates me as a designer,” said Steckel. She designed the romantic, French-inspired space herself, with antique fixtures and furniture, a custom-made floral Murano glass chandelier and her own photographs of flowers. “It’s welcoming, not intimidating. And it has a twist because I’m edgy as well.” In every corner of the black, white and gray store there are references to nature, also the main themes in her jewelry, which retails from $2,000 to $40,000 and up.
Colette also sells in Neiman Marcus, Ikram, Maxfield, Alchemist, Broken English and has a celebrity following that includes Rihanna, Katy Perry, Madonna, Kate Hudson and Adriana Lima. In addition to creating custom pieces in her L.A. showroom, Steckel said she plans to design pieces with customers in her store, where she’ll also launch a bridal collection.
“Now there are more and more jewelry designers selling more and more lower-priced product. It’s almost as if jewelry is like shoes. I want to change that retail experience. You can’t shop for jewelry like it’s another pair of Blahniks.”