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Clean, charming and chic is the name of the game at Joie's debut LA boutique, which officially opened its doors on Melrose today. Situated between Dash and fellow newcomer NARS, the 1,640-square-foot flagship is considered the Rachel Bilson-beloved brand's love letter to Southern California.
Joie's second West Coast location (a Fashion Island boutique opened back in July), features a relaxed Cali vibe punctuated with Parisian flair. Inventory highlights include vibrant Joie dresses, too-cool short suits, sleek leather totes and tons of footwear (including the coveted Day Dreaming flat). There's also a plentiful supply of Soft Joie staples, as well as the debut of the brand's Folle de Joie fragrance and a showcase of two jewelry collections: Hortense and Dream Collective.
Thankfully, this isn't the last of Joie's westward expansion. "Melrose is a part of our overall retail vision to open 10 stores in very select and strategic locations" explains owner and creative director Serge Azria. Next up are stores in Pasadena and San Francisco, which are set to unveil within the next few months.
Joie Melrose is open Monday through Wednesday from 11pm to 7pm, Thursday from 11am to 8pm, Friday through Saturday from 11am to 7pm and Sunday from 12pm to 6pm.
· Joie [Official Site]
· Oh Happy Day: Dash WeHo Is Open [Racked]
· Joie To Open Its First LA Boutique on Melrose Avenue [Racked]
· Rodarte to Rachel Zoe: LA's Best Welcome NARS to Melrose [Racked]