NEW YORK — Enter the world of Lulu Frost.
That’s the goal designer Lisa Salzer has set up with the opening of her brand’s first store, located within the Lulu Frost Flatiron offices. “I want people to learn about Lulu Frost,” Salzer said of her decision. “I love feeling like family the moment you walk into a store. We’re very open here. We want people to feel comfortable and to explore.”
Salzer founded the New York-based jewelry company in 2004, and has since become a member of the CFDA and launched a secondary, unisex collection, George Frost. The collection is sold worldwide at stores such as Neiman Marcus, Colette, Bergdorf Goodman, Holt Renfrew and Matchesfashion.com, as well as several specialty boutiques, and online at Moda Operandi, Net-a-porter and Charm and Chain. The Lulu Frost Web site also features an e-commerce component, which contributes about 12 percent to the brand’s overall sales.
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The company projects that the “Lulu Shop” will account for five percent of total net revenue in 2015, with a 67 percent year over year growth from 2014 to 2015, noting that it has conducted private sales in the showroom this year that are separate from the new retail venture, but still factor into that category of revenue. Looking forward, a 55 percent growth is projected from 2015 to 2016.
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For her first stand-alone brick-and-mortar store, Salzer carved out a space in the pre-existing Lulu Frost showroom, located at 12 East 20th Street, a space formerly inhabited by Lord & Taylor in the late 19th century. Today, the location sits next to Michael Kors, Intermix, Kate Spade, Theory and Cole Haan. The brand has occupied the space for three years, and will keep the studio, production, shipping and sales in the building alongside the store. “You can see into the entire office,” Salzer said of the layout. “Customers will be able to see the retail team and the wholesale team — basically, everything that is happening. They’ll get a window into the inner workings of our world.”
Four hundred of the overall 2,000 square feet will be dedicated to retail. Salzer describes the decor as “modern and cool;” key touches include a succulent wall, reclaimed wood shelves, and antique display cases. The store will also feature what Salzer calls a “living blog.” A space with a dedicated trend or selection of pieces that will change from week-to-week. As with the brand’s actual blog, the space will include a section chosen by a seasonal “muse.” For fall, Salzer selected Leandra Medine, who picked a handful of her favorite pieces to be prominently featured. A corner of the store will be dedicated to on-the-spot customization where customers can select their own chain and vintage baubles to create a unique piece. The space will also sell selected vintage pieces, as well as Lulu Frost’s core collection and fine-jewelry offerings, and in-store exclusives.