Online Retailer The Last Line Opens Pop-Up Shop in LA

The jewelry e-tailer’s shop features a piercing station with a gold glitter chair.

Lenore Fedow lenore.fedow@nationaljeweler.com

The Last Line opened a pop-up shop in Westfield Century City in Los Angeles that will remain open until Oct.9. (Photo courtesy of The Last Line/Teddy Sanders)

Los Angeles—The Last Line opened a pop-up shop Monday, making it the most recent jewelry e-tailer to branch out into brick-and-mortar following James Allen, Blue Nile, Brilliant Earth, and Mejuri.

The Los Angeles-based company opened its shop in its hometown, in the Westfield Century City shopping center.

“We have always done things differently, from our drop model to how we shoot and style the pieces, so having a space where people can see the pieces and try them on in person is super-exciting to me,” founder Shelley Sanders said in an email to National Jeweler Tuesday. “I always want people to experience the brand as we envision it and see the quality and design in person.”

Sanders studied fine arts at Parsons School of Design in New York then headed to San Francisco to train with master jewelers, going onto to work as a designer and creative director for several jewelry brands.

Previously, The Last Line partnered with New York-based retailers Jenni Kayne, Reformation, and WGACA for in-store trunk shows.

With its pop-up shop, the e-tailer wants to “rewrite the rules of mall piercings,” inviting shoppers to take a seat in a gold glitter chair at its piercing station, open all day Thursday to Sunday, and choose from 15 styles of jewelry.

The space is designed to feel like “an extension of your home,” The Last Line said, complete with couches stacked with embroidered pillows and bookshelves organized by color.

The Last Line’s pop-up shop opened Monday at the Westfield Century City shopping center in Los Angeles.(Photo courtesy of The Last Line/Teddy Sanders)

“With the pop-up, we’re touching on the nostalgia of discovering jewelry in a mall and completely elevating the experience, so it feels appropriate no matter your age,” Sanders said in her email.

The space will host events as well, including “Babe Bingo,” tequila tastings, and styling sessions with Sanders.

Actress Busy Philipps attended the opening, posting her visit on her Instagram Stories.

Philipps told her nearly 2 million followers that her “rainbow necklace everyone always asks about” was designed by Sanders.

Founded in July 2017, The Last Line’s name hints it wants to be “the last” jewelry line a customer will ever need, selling pieces “without crazy retail markups,” according to its website.

The e-commerce site carries jewelry in a variety of price points, from a simple 14-karat yellow gold stud for $85 up to a 14-karat yellow gold and diamond cocktail ring for $21,065.

Its

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“Latest Drop” section showcases its newest on-trend offerings, from yellow gold chain link necklaces to enamel pendants.

The company has nearly 120,000 followers on Instagram, posting not only photos of its jewelry but videos of its founder sharing the process behind the pieces.

   
  
 


 
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A post shared by The Last Line (@thelastlinela) on Aug 5, 2019 at 6:15pm PDT

Followers can trace a piece from sketch phase to finished product, including watching Sanders show them how to style the pieces.

Its L.A. pop-up shop will close Oct. 9 but the brand is planning to do another in New York City in time for the holiday season.

Lenore Fedowis the associate editor, news at National Jeweler, covering the retail beat and the business side of jewelry.