TAMARA MELLON SHOPS FOR A NEW START IN LOS ANGELES

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Tamara Mellon, the former creative director of footwear business Jimmy Choo, has made Los Angeles her new home and the launch pad for her eponymous shoe brand.

The designer has moved across the Atlantic Ocean from London to settle on the West Coast of the US and build a new luxury footwear business.

To drive the brand forward Mellon has opened a pop-up shop on the city’s Robertson Boulevard. Open until July 14, the store is a marketing and sales vehicle for the business whose strategy is direct-to-consumer sales, rather than wholesale.

The store stocks the designer’s full range of high end footwear, new styles of which are released every month– shoppers can try them on, book a session with a personal stylist, and then order online and get their shoes shipped straight to their door. The personal shopping sessions are being pushed to enable the business to get feedback at this early stage of its existence.

Tamara Mellon launches new shoe brand

Tamara Mellon launches new shoe brand

The store’s look is very much geared to the personal shopping approach with large comfortable sofas and an apartment style feel.

Beverly Hills

10 Robertson Blvd, Beverly Hills, CA 90211, USA