Jennifer Fisher’s new Beverly Hills store is mere steps from Erewhon, the trendy organic grocer famous for its celebrity-crafted smoothies. That was intentional, says Fisher, who launched her namesake brand in 2005 with a small collection of jewelry. “That’s where everyone is. It’s strategic.” The store, clad in marble and moodily lit, opens today.
It’s the third store in Fisher’s fleet, following a New York location on Madison Avenue that opened in September. Inside, customers can find Fisher’s famous hoops and her signature puffy heart collection, alongside fine jewelry pieces that retail for up to $7,000 (for a diamond-crusted set of 18-karat gold huggies).
There’s also space dedicated to salt. In 2017, Fisher started selling her own salt blend, called universal salt, and the line has grown to include spicy salt, curry salt and everything salt, packaged with Jennifer Fisher branding. She’s also written a cookbook, called Trust Your Gut, and bottled up and sold her signature scent, a blend she says smells like coconut cookies. There’s more in the pipeline: she’s working on an eyewear line, and recently launched a cashmere beanie. Denim will come later this year, and she’s also launching a men’s line of jewelry in sterling silver, which she thinks will have crossover appeal with her female customers.
Crossover appeal is part of Fisher’s store opening strategy. After hosting a party on Tuesday night with the LA social scene, the designer will appear on Martha Stewart’s podcast to discuss her cooking journey and business learnings.
All this, combined with Fisher’s own status as a Shopmy influencer, where she links outfits and other favorite products, brand deals with companies like Lalo Tequila, and her new site for all things lifestyle and cooking, called Maedyn, has affixed Fisher at the top of a modern lifestyle business.
It’s the type of business model usually reserved for celebrities, which Fisher is not, at least in the traditional sense. She started her career in magazines before pivoting into styling, working on TV and commercial sets. A cancer diagnosis thrust her into the world of wellness regimens and treatments, and the journey to having her son — whom she called the “million dollar baby” thanks to a fertility and surrogacy experience that ended in a natural pregnancy — inspired the first piece she ever designed: a dog tag necklace with her son’s name on it. From there, she developed her first collection and went on to become a finalist for the CFDA/Vogue Fashion Fund award in 2012. She thinks of this period as “Jennifer Fisher 1.0”.
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