CHICAGO — Lana’s first brick-and-mortar retailer is the whole lot one may think from the celeb-favorite wonderful jewellery model.
Decked out in shades of gold and marble with glitter-accented white partitions, the gallery-like area spans 1,000 sq. toes, and is located at 912 Inexperienced Bay Street in Winnetka’s Hubbard Woods neighborhood. Situated within the storefront previously occupied by Bella Bleu Bridal, Lana is in an space identified for premier artwork galleries and high-end inside design shops.
“I designed each inch of the shop, from the ground to the partitions,” stated Lana Bramlette, designer and proprietor, concerning the flagship.
“All over the place you flip I would like there to be an ‘a-ha’ second,” added Bramlette, who spent eight months designing and constructing the shop, which can function the prototype for future models. “From the beautiful mirrors, to the circumstances, to the attractive product — the entire model is about fairly, fairly, fairly.”
And it’s about an expertise.
“Our music will all the time be pumping,” Bramlette stated. “It’s going to really feel like a celebration on a regular basis. It’s gentle and ethereal and enjoyable. Jewellery must be enjoyable.”
Flooring-to-ceiling home windows present loads of pure gentle, whereas gold, velvet-lined jewellery circumstances middle the shop and line the partitions. A soon-to-come white neon signal with the phrases “Simply add pores and skin” will dangle on one wall.
The promoting ground is split into two rooms: the primary salon, the place the model’s 14-karat gold and diamond jewellery assortment is displayed, and a personal vault room, or atelier, the place clients can e book one-on-one design consultations.
“You may sit at a ravishing desk, have some espresso, take a look at the diamonds and sit down with myself and the design workforce,” Bramlette stated.
The shop will even host particular intimate occasions, wonderful eating plus purchasing experiences and piercing events — a primary for the model. “We’ll cater, usher in cooks, we are going to do no matter it takes to wow the shopper,” Bramlette stated. “We wish this to be an event-driven area.”
The flagship will characteristic collections for males, children, girls and marriage ceremony, though the classes are extra combine and match.
“Our jewellery is for everybody,” stated Bramlette, whose jewellery is bought at Bergdorf Goodman, Neiman Marcus, Saks Fifth Avenue and Nordstrom. “You can put on our marriage ceremony assortment each day, a person might put on our rings, earrings, necklaces and chains and a girl can combine a number of the heavier chains into her repertoire. Why not?”
Strolling previous the jewellery circumstances, Bramlette factors to the way in which they’re merchandised, noting a $40,000 necklace subsequent to a $900 cross. “That is your Madonna look,” Bramlette famous, referring to the artist and shopper. The model’s movie star roster additionally contains Rihanna, Jennifer Lopez, Lizzo, Cameron Diaz and extra.
The gathering ranges from $300 for a pair of 14-karat gold hoop earrings to fancy-cut diamond items fetching $300,000 and up.
Opening a retail retailer in Winnetka, Illinois, near the place she grew up, felt like coming dwelling, Bramlette stated. The decision to the extra peaceable and serene suburbs, following three years of pandemic dwelling, was additionally a draw.
“Clearly actual property is exploding in the entire lovely rich areas and Winnetka, being one of many wealthiest locations within the nation, felt proper to convey an excellent luxe high-end retailer to my shoppers,” Bramlette stated.
The Winnetka retailer will function the model’s “lab, MBA faculty and studying space,” she stated, including “our retailer will type of be an experiment, we get to attempt it out, see what works and let our nationwide retailers go together with what we found out is a bestseller.”
The proprietor is already eyeing future retailer areas. Plans to open within the Center East, the place the model has a powerful following in Dubai, are within the playing cards, however for now, Bramlette is targeted Stateside.
“We’re undoubtedly eyeing the South subsequent, now we have an enormous clientele throughout the nation however the South, the West Coast and the Southeast are actually large markets for us — locations like Texas, Florida and California,” Bramlette stated.