ALL HER OWN: Natalie Massenet told me to do it,”answered Elisabeth Weinstock when asked why she decided to open a store. “She said, ‘The only way your brand is going to be encapsulated is if you display it all together.’” Weinstock’s 1,000-square-foot namesake store opened Monday at 8159 West Third Street in Los Angeles. Weinstock gutted the space, built as a house in the Thirties, but said she redid it with a home theme in order to present her merchandise as if it would be “used in its world.”

The store is separated into four rooms. Customers enter a living room area, which features a $25,000 jewelry case, the most expensive piece in the store, and stacking boxes from $650 to nearly $1,600. A boudoir area has a large black chest that houses Weinstock’s Dopp kits and clutches in painted anaconda and water snake priced mostly from $600 to $1,000. There’s also a dining room with a 12-foot table for entertaining, and a man’s cave with a fully stocked bar and Weinstock’s men’s items, including flasks for $120 to $225. “This is a room where I would want you to feel that the modern-day Spencer Tracy would be sipping brandy,” said Weinstock of the man’s cave.

This story first appeared in the March 27, 2013 issue of WWD. Subscribe Today.

She happens to rent the space for her store from her ex-husband, restaurateur, Adolfo Suaya, while her current boyfriend, Brett Hammond, was responsible for the art in the store, notably a large painting of a woman clutching a cigarette between her teeth in the living room area, a city building across from the cash wrap and crows atop a skull and a trunk in the man’s cave. Outside of her own store, Weinstock’s lifestyle brand is available at Maxfield, Forty Five Ten, Fred Segal, Curve and Fetneh Blake.