Good design forms the basis of Charlotte Stone and the footwear label’s first store is the embodiment of that, right down to its carefully crafted display fixtures.
Stone, the designer behind her namesake label, on Thursday enters brick-and-mortar at Platform in Culver City, Calif. The space, at 635 square feet, opens stocked with fall 2017 product in addition to pre-sales of a strappy sandal for spring, due out in March. There’s also a recently launched ankle boot made in Los Angeles, which marks the company’s foray into local production. The line is produced in factories in China and Italy.
Stone created the store with husband Steve Nasker using recycled pieces from his furniture design firm Pacific Wonderland Inc. for the displays, which were made in the shape of the negative spaces created with the letters in Stone’s name. A weaving created by Ojai artist Annette Heully hangs on the wall facing the store’s entrance. The wall art re-creates a photo Heully took of the Thomas fire that burned parts of Santa Barbara and Ventura counties.
The personal touches are fitting for Stone, who grew up surrounded by relatives active in the graphic arts and interior design. That’s translated in Stone’s shoe designs, which are contemporary with a touch of whimsy that’s made fans out of Brie Larson, Elle Fanning and Solange Knowles.
“This is my first year where I’ve solely focused on my line, so it’s a jumping-off year for the brand,” Stone said of the decision to open the store.
With the designer focused entirely on her label, the big push this year will be on the direct-to-consumer side, Stone said.
She recently relaunched her web site and said additional boosts to the online shop are forthcoming. That will include working with influencers and editorial content that will put looks together in addition to showing more behind-the-scenes glimpses into Stone’s design studio.
“We’re very focused on our online business right now,” the designer said. “Retail is new but we’re really into it and we want to focus on what our customer wants and what she’s asking for.”
Charlotte Stone at Platform is expected to remain open through April 30.