WHAT A GEM: JewelMint has taken a shine to traditional retail. The jewelry Web site last week opened a pop-up shop at 322 S. Robertson Blvd. in Los Angeles that will run through December. “I completely believe in brick and click,” said Kendra Gratteri, director of merchandising for JewelMint, which is owned by Santa Monica, Calif.-based BeachMint. Prices in the shop — and online at JewelMint — range mostly from $29.99 to $350, with $40 being the price point getting the “most traction” with customers, according to Gratteri. In addition to JewelMint merchandise, the pop-up carries jewelry from 15 of the around 85 designers JewelMint includes in a “collective” assortment featuring smaller brands. A few of those brands are Oia Jules, Upper Class Metal, Nola Singer, Kendra Phillip and I Adorn U. It will also house nine pieces that JewelMint has done with Richard Chai priced from $29.99 to $59.98 launching Wednesday.
Operating with a scant build-out budget of $6,000, JewelMint has given the 1,200-square-foot pop-up space a contemporary apothecary feelwith a long bar customers can sidle up to and a seating area they can lounge in. Gratteri said, “The [JewelMint] vertical is doing extremely well. It’s driving business at BeachMint, and things like this are important for us in the next two quarters.”