Âme celebrated the opening of its flagship store at Westfield Century City Mall in Los Angeles, California, earlier this month.
With an ambition to redefine fine jewelry retail with a fresh vision at every touch point, the new boutique features sensory experiences in every aspect of its presentation. Âme has collaborated with renowned designers, musicians and fragrance creators, to create a retail environment that sets the tone for the brand’s planned expansion in the United States and globally.
Launched in 2018, Âme is a modern fine jewelry brand under the creative direction of Elinor Avni, whose collections are designed to break free from tradition, allowing diamond jewelry to be worn with freedom and personal style.
As a matter of policy Âme uses only lab-grown diamonds.
With a fully integrated e-commerce platform and a New York City pop-up, Âme has already found fans across the globe including stars such as Zendaya, Amber Heard and Jada Pinkett Smith.
Alex Popov, Âme’s CEO, says: “The opening of our LA store marks the first permanent opportunity to reach our customers and invite them into this shared vision of what jewelry’s retail potential can be. Westfield Century City is a luxury hub for Los Angeles natives, as well as a key consumer tourist destination in the region, making it the perfect cross-section to engage our global audience”.
Elinor Avni, Âme’s Creative Director, says: “I had long noted that women were craving uniquely designed diamond jewelry that would not only allow them to express their individual sense of style, but could also be worn in an everyday context. The store’s unique environment reflects that vision”.
The boutique’s design is the result of Âme’s ongoing collaboration with the esteemed architecture firm, Baranowitz+Kronenberg (B+K). Custom-made display pods and hanging capsules allow customers to walk through the space among the jewelry pieces, each of which is presented within a state-of-the-art glass cloche.
The space is designed to project refined simplicity, and to evoke a passion for craft and hand-made objects. B+K also collaborated with Anne Kyyro Quinn to develop 3D felt panels along the walls of the store, which are set against a reflective stainless-steel ceiling and mirrored back wall. The resulting experience is one of an illusionary depth and height that further enhances the nature of Âme.
Each display pod has its own uniquely designed sound, scored by Mimi Xu - the world-renowned DJ and musician, whose credits also include work with Prada and Marni.
Âme’s signature in-store scent was created by British perfume designer Azzi Glasser.
Echoing the emotional connection a person feels when purchasing a piece of jewelry, the new store connects with the human senses in a different way; allowing consumers an emotional and sensory shopping experience.
