As the California-born jewelry designer opens a West Coast flagship, she reflects on on 15 years as a celebrity favorite
Words by ELIZABETH VARNELL
JENNIFER FISHER in her new West Coast flagship.
Sunlight bounces across rows of Jennifer Fisher’s modern jewelry designs encased in white vitrines within her new 1,200-square-foot Beverly Hills flagship. The Santa Barbara native, who worked as a New York-based wardrobe stylist before creating the singular charm necklace (a gold dog tag stamped with her son’s name) that launched her career as a jewelry designer over 15 years ago, selected the brick-filled space on North Cannon for its foot traffic. Such a pragmatic approach echoes Fisher’s beginnings in the industry, pioneering an online business model to personally oversee customization requests after actor Uma Thurman wore a JF charm necklace on a Glamour cover and orders flooded in. A full-fledged jewelry line in gold, silver and brass followed. Now JF hoops are a mainstay for Hailey Bieber, Emily Ratajkowski, Selena Gomez, Rihanna and Jennifer Lopez. “When they’re wearing our jewelry walking to the grocery store it’s most meaningful to us,” Fisher confides.
Celebrity fans of the label include (clockwise from top left) HAILEY BIEBER, SELENA GOMEZ, EMILY RATAJKOWSKI and JENNIFER LOPEZ.
Such elegantly spare designs join the brand’s full line of architectural rings, bracelets and pared-back necklaces in the new space, Fisher’s first on the West Coast (her Flatiron shop opened in 2014). “The store is not overly decorated so the jewelry is the ultimate focus,” says the designer, whose clean aesthetic lends the boutique the look and feel of a gallery. The monochromatic white palette also brings to mind her ongoing furniture and decor collaborations with CB2. Fisher and her husband, Kevin, who is also her business partner, credit the brand’s minimalist approach to their coastal upbringing. “California dressing has always been effortless and minimal. I’m always collecting pieces that can be worn daily and will withstand the test of time,” Fisher says, adding, “the core of our brand is finding pieces over time to represent things that are most important to you and to customize them in ways no one else will.” Here, Fisher discusses her new shop, design approach and obsession with flavored salts. 450 N. Cannon Dr., Beverly Hills, 310-843-9573.
How did you select the flagship’s West Coast location?
Whenever we discussed opening a West Coast flagship store it was always in Los Angeles. There was never another city to consider. We always try to think differently as a brand, we’re a little more casual, more accessible, and I wanted to be in a spot that was more convenient. We’re patrons of the restaurants around the store, La Scala and Wally’s, and we chose North Canon to be in a space where you wouldn’t normally see a jewelry store.
Inside the minimalist new brick-and-mortar.
Describe the look and feel of the new boutique and how it reflects your aesthetic.
I’ve always loved clean interiors and minimal living. One of my best friends, Michelle Gerson, who happens to be an amazing designer in New York, helped bring my vision for the store to life. I wanted to make sure we brought a piece of New York to Los Angeles; it’s important to feel the city when you walk into my store. The brick wall and the concrete floors give the space an industrial feel. I wanted the cases to feel light, bright and airy — almost floating — so we whitewashed everything and gave it a California feel. I wanted to make sure we were contrasting the city with the beach.
What drew you to the white chandeliers throughout the space?
The ceramic chandeliers are from Entler Studio. The idea for them came from my home in New York City where I have one hanging in my entry foyer. There is something about them that feels organic but modern, simultaneously. It’s my nod to California. Instead of adding greenery to the space, we hung them at alternating heights to create a plant-like feeling down the center.
“Whenever we discussed opening a West Coast flagship store it was always in Los Angeles”
Jennifer Fisher
Which metal do you favor when you’re in L.A.?
Gold, always. I’ve always been more of a silver person at night. One would think the opposite, but I’ve been wearing large silver hoops whenever I go out in the evening. There’s something about the clean, crisp feeling of a silver hoop with a black top and hair pulled back that feels formal.
The designer’s trademark style of stacking hoop earrings and cuffs.
How do you wear your jewelry?
I’m more of an ear cuff gal. I love a big singular ear stacked with ear cuffs along with multiple layers of chains which all have meaning to me.
JENNIFER FISHER is known for her customizable charms and pendants.
Aside from minimalist jewelry, you’ve also created cooking salts.
They’re a happy accident, just like the way my jewelry brand launched. When I first started using Instagram, I posted the poached eggs and avocado toast that I would make every morning and I was getting more inquiries about that than some of the celebrities wearing the jewelry. The two questions I got asked the most were how I make the food and how I season it. I set out to make my own organic universal herb salt—without onion and garlic—frustrated by the limited choices in specialty stores. In less than two years we launched three salts. They’re multipurpose cooking and finishing salts so you can use them to prep your meat or sprinkle on your breakfast eggs.
What’s the most extravagant thing you make with them?
Last night I made octopus tacos! I use the salts as a topping for caviar with my homemade potato chips.
The namesake designer.
What’s next?
World domination? Now that I’ve been bitten by the retail bug, my interest has peaked into rapidly expanding retail for our brand. Orange County is very exciting to me. We are also working behind-the-scenes to build our new trunk show model. We’ll be traveling up and down the coastline hosting personal and private trunk shows in client’s homes once the pandemic clears.
Feature Image: The new Beverly Hills JENNIFER FISHER outpost, featuring ENTLER STUDIO chandeliers.
March 16, 2021.
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