For Love & Lemons

Silver Lake contemporary brand For Love & Lemons is set to open its first store on Saturday, also unveiling a capsule collection with Jaime King.

The company, which is known for its delicately designed pieces, will operate its temporary store on La Cienega Boulevard, near the end of Melrose Place, through February.

“We just really wanted to create an experience for our customers,” said Laura Hall, who cofounded the brand with Gillian Rose Kern. “We were really excited to get them into the For Love & Lemons world.”

The three-story space is 4,000 square feet in addition to a 1,200-square-foot rooftop. In addition to the selling floor, the company also created a lounge area open to all customers who want to shop in a more relaxed setting with the assistance of sales associates.

“It’s very feminine and girly. We put a lot of special touches in it that are going to draw people into taking selfies and do Instagramming,” Hall said of the store’s design.

The space opens with the company’s 38-piece capsule collection with Jaime King. The collection, which Hall said has been about two years in the making, features lace midi and silk wrap dresses, shorts, tops and two-piece sets. The capsule makes its debut in the store first before launching for sale on the company’s web site Monday.

For Love & Lemons x Jaime King

From the For Love & Lemons x Jaime King capsule collection.  Courtesy Photo

For Love & Lemons is potentially exploring the possibility of additional pop-ups in the future, considering as far as New York, although Hall said the goal is to get the La Cienega store open and monitor the business from there. If the reaction on Instagram, where one post on the store generated more than 1,000 comments, is any indication, the company expects Saturday to be busy, Hall said.

Last year was a busy one for the company, which debuted a baby and toddler line called Lil’ Lemons in addition to bridal. In August the company moved to expanded headquarters space, transitioning out of downtown and into a 12,000-square-foot Silver Lake building. The company filled out the year, taking home the nod for best brand of the year at the inaugural #RevolveAwards in November.

The privately held firm, which doesn’t disclose revenue, is profitable and sells direct through its website in addition to wholesale partners such as Planet Blue, Revolve, Yoox and Nordstrom.