In hopes of building on its West Coast pop-up success, The M Jewelers recently opened its second retail location in California, bringing its New York vibe and jewelry knowledge to Melrose Avenue in West Hollywood.
The store at 8445 Melrose Avenue features the brand’s blend of fashion and fine jewelry, says founder Mark Shami. Shami founded the company in 2013 as a kind of second-generation tribute to his family’s business; his father owned a jewelry store in New York’s Diamond District, and his uncles worked in jewelry for department stores, Shami says.
This second location is in a key market for The M Jewelers as the Los Angeles area has become the company’s second biggest market, Shami says. The store opened Oct. 8 in hopes of bringing a piece of NYC to LA, remaining true to the brand’s NYC identity, he says.
That translates to the brick-and-mortar style that’s now signature to The M Jewelers, Shami says, which is a sleek, futuristic, black-and-white interior. The simple white walls let the black cases pop, and the jewelry in all metal options stands out even more.
“L.A. feels like the brand’s second home,” Shami says. “Los Angeles has been our second biggest market for some time now. We tested the market multiple times with pop-ups and activations before opening.”
However, this second store takes its location into consideration—that Melrose feeling does translate into the interior design, Shami says. To do this, Shami made sure to collaborate with local and large Los Angeles–based brands that are already in the neighborhood, making sure they align with his brand’s principles.
“All our stores are about building community,” Shami says. “In every city we open, we try to keep our NYC ethos alive in the design while simultaneously taking details of the iconic neighborhoods we open in to feel like the store was always meant to be there.”
The M Jewelers started in part because Shami was so familiar with jewelry as a child growing up with his dad and uncles in the industry. His big break came when Shami realized the power social media could have on building brand awareness.
Shami used Instagram—and its ads in particular—to boost people’s awareness of its custom gifting options and its custom nameplate necklace. This focus on personalization has given The M Jewelers a connection not only with its customers but also with major brand including Nike and big sports partners such as Major League Baseball.
Having a brick-and-mortar store is important to The M Jewelers because the brand likes to be in touch with its customers, Shami says. For example, both of his locations in New York and the Los Angeles area are open seven days a week. They also offer exclusive collections that are available in-store only, making the consumer interested and excited to visit.
“We are offering fine goods and collaborations by small designers to massive iconic brands,” Shami says.
Top: The M Jewelers opened its second location in West Hollywood in October, bringing its East Coast ethos to the store while also highlighting local designers, says founder Mark Shami.
Photos courtesy of The M Jewelers
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