LAS VEGAS — Unless they’re gamblers or dancers, few people can say they found their calling in Vegas.
Yet that is just what happened to Meital Grantz. A transplanted New Yorker and avid shopper, Grantz was hard pressed to find her favorite jeans, Ts and designer goods when she moved to Las Vegas two years ago. Intent on maintaining her fashionista status and bringing some of that sensibility to Vegas, she opened her own boutique, Talulah G three months after arriving.
Since then, the 29-year-old entrepreneur has made a significant impact on the city’s shopping scene despite the presence of every major luxury retailer and is on her way to becoming a must-shop specialty store in the vein of Scoop and Fred Segal.
“I felt like shoppers needed a lot of items that were new on the market,” said Grantz. “The boutiques here seemed a little behind in everything from jeans and Ts to cocktail dresses. I really felt like my customers were still flying out to L.A. and New York to shop because they couldn’t find what they needed here. Even the luxury goods stores didn’t have the best selection because their buyers often target tourists instead of thinking about who their local customer is.
“There is a huge market of fashion-savvy consumers in Vegas,” said Grantz. One of the fastest-growing cities in the U.S., Vegas has an estimated population of 1.56 million. “They have lists of what they want for fall and call stores in New York and L.A. [to place orders]. I wanted to bring the clothes to them,” she added.
That’s precisely what Grantz has done by culling a rounded mix of hip, contemporary labels like Paper, Denim & Cloth, Citizens of Humanity and Marc by Marc Jacobs along with pricier designer labels like Chloé, Jiwon Park and Luella. Her accessories lines are equally varied with Sigerson Morrison shoes and handbags and jewelry by Mia & Kompany, Sharon Alouf and Melissa Joy Manning.
Retail prices range from $32 for James Perse tank tops to $195 to $600 for pants; $142 to $650 for denim; $198 to $1,700 for dresses and $200 to $580 for knits.
Yet Grantz’s first Talulah G outpost was situated in a divey section of town on Las Vegas Boulevard South where the shop owner wooed customers by avidly studying the society pages and then dialing up the proverbial “ladies who lunch” crowd and inviting them to the store.
Her persistence paid off. Talulah G’s clientele now ranges from monied casino mogul wives to hipster girls who work the Vegas scene. It has allowed Grantz to move to a tonier part of town with a temporary store in the Fashion Show mall on the Las Vegas Strip alongside major luxury retailers like Saks Fifth Avenue, Louis Vuitton and Nordstrom. This October the boutique will move into its permanent, 1,850-square-foot space in the mall near Neiman Marcus.
That’s not all. Grantz just opened a second boutique in the Boca Park Fashion Village in Summerlin, an upscale suburb of Vegas. According to Grantz, the majority of her regular customers live in or near Summerlin and opening another shop was a natural move.
“They really wanted me to be closer to their homes because it’s about a 20- to 30-minute drive to the Strip,” said Grantz.
The 2,400-square-foot store has a minimalist yet boudoir feel to it with a pale mint and pistachio striped theme, a modern front area with concrete painted floors and glass and stainless steel shelving. The alcove toward the back gives way to a homey sitting area with a white vinyl ottoman, a silk tufted couch with velvet bolsters, Philippe Starck Louis Ghost chairs, vintage Seventies wallpaper in the cabana-style dressing rooms and 1950s Vegas showgirl costume sketches.
Talulah G’s decor plays into Grantz’s retail philosophy of creating a homey, girly environ where shoppers are comfortable sifting through the latest fashion arrivals and lounging around drinking champagne or espresso. Grantz also caters to her customers’ needs by offering an array of personalized services, from taking custom orders and tracking down items for clients to bringing new arrivals to customers’ homes for private fittings.
And because the Las Vegas aesthetic is unique, Grantz makes sure she’s satisfying her customers’ penchant for body-conscious, glamorous pieces.
“They are not looking for a uniform,” said Grantz. “They don’t want what everyone else is wearing, but are looking for things that are uniquely sexy, colorful and very girly. But they work really hard for their bodies and want to show that hard work off. They don’t want to be covered up in something drapey or with too much fabric.”
Grantz co-owns the Talulah G business with her husband, Joshua Grantz. The couple, who have been in business for just under two years, estimate first-year store sales for the Summerlin shop to be approximately $1.5 million and $2 million for the Fashion Show mall store.
The entrepreneurs would like to open more Talulah G stores in cities that don’t have a lot of access to high fashion and trends — like those in the Midwest or even touristy islands in the Caribbean. “Ideally we would like to license out our name, yet continue to do all the buying, branding and marketing,” said Grantz. “Eventually our goal is to have a partner that would handle the management and building out of the stores.”