Rackage: Beckley Boutique on Melrose

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Rackage is a look inside recently-opened stores around town. Today, let's look inside Beckley on Melrose Avenue, west of La Cienega.

Last night, we went to check out new boutique Beckley on Melrose Avenue, which was hosting a Billion Dollar Babes sale—champagne and small bites to accompany the 20% off merch. Shoppers came out in considerable numbers for the event. Owner Melissa Richardson told Racked her goal was to make the atmosphere inviting and unpretentious, which she was accomplishing that night, the space a flurry of trying on, buying and customers hanging out amidst the series of circular spaces that make up the boutique. A middle area in particular is made for lounging with a curved sofa and chairs surrounding a table, racks along the walls. With recessed and track lighting, wood floors, and softy hued wallpaper, the overall effect is warm but also energetic.

Designers such as VPL, Mint, Ruffian, Laila Azhar, Cacharel, Zac Posen, Azzaro, Pringle and Guy Baxter fill the racks, along with Lerario Beatriz studded flats, Hari tees, delicate ruffled Dallin Chase tanks, Shay Todd bikinis, and Belabumbum intimates. Coming from a restaurant background—she came out to LA to open Social Hollywood, which catered the event—Richardson's top priority is service, her sales staff called "personal shoppers," who aren't "overly aggressive." She also feels her range of designers differentiates Beckley from other boutiques, and feels Kitson opening just down the street, will bring additional foot traffic.

On that note, the big news: she's witnessed shoppers, who have walked from Robertson! She told Racked: "I don't know if it's the price of gas or they're tourists or what, but they've come all the way from Intermix."
· Collab Sale: Beckley and BDB [Racked]
· Behind Beckley [Racked]
· Now Open: Beckley Boutique on Melrose [Racked]
· Storecasting Beckley on Melrose Avenue [Racked]