In the business of fine jewelry, the trend is for jewelers to open their own retail locations on prestige shopping streets in global capitals. Then there’s Todd Reed.
Since launching his namesake company in 1992, Reed has pioneered the use of raw, naturally colored diamonds in his fine jewelry collections for both men and women. Every Todd Reed piece is hand fabricated and finished in 18k gold, palladium, platinum or silver, in his design studio and production facility in Boulder, Colorado. He uses recycled gold and diamonds almost exclusively, and is a proud member of the Diamond Development Initiative (DDII), a non-profit designed to address the problems faced by the millions of artisanal diamond diggers and their families in Africa and South America.
In 2010 Reed opened his first boutique in his Boulder, Colorado headquarters. His second location will open in September in Venice. That is Venice, Los Angeles, as in Venice Beach.
A darling of the jewelry trade and with elite travelers, Reed said the retail store and production facility, designed by Denver firm Tres Birds, will channel the vibe of his original location from purple mountain’s majesty to the shining sea of the Pacific Ocean.
“We wanted an environment that reflected our artisan roots but with a nod to this incredible Venice lifestyle that combines fashion and design with authentic beach living,” Reed said.
The 6,000 square foot space includes retail and a jewelry design/production facility on the ground floor similar to Boulder. The second floor features a bridal salon and outdoor atrium with seating. The top floor has a private elevator and separate staircase so VIP clients can visit the store with discretion. It will also feature “living quarters for the artist in residence.” The steel reinforced structure is softened by the use of 1,000 plants creating a 10 feet high wall of vegetation extending from the store exterior to the interior.
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While Todd Reed may be one of the hottest brands in jewelry, his long and loyal clients are probably happy to know the designer is staying true to his roots even as he expands.
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