FoundRae Los Angeles – 8405 Melrose Place, Los Angeles, CA 90096
FoundRae is thrilled to announce the opening of the brand’s first West Coast boutique on Melrose Place in Los Angeles. The iconic vine-covered stucco, a hallmark of the street, comprises the exterior, and light-toned wood décor is punctuated by pops of color inside.
The most striking feature is a backlit composition of symbols that spans the entire ceiling. Founder and Creative Director Beth Hutchens refers to it as a map of the FoundRae ethos, a constellation of emblems that represent the brand’s foundational principles and inspire each collection. At the center is “Aether,” the inner light shared by all of humanity, and extending outward from this central point are archetypal and classical symbols that transcend time and cultural boundaries. Inspired by age-old wisdom, subconscious intuition and inner knowledge, these signs embody the ten tenets of the FoundRae brand: Strength, Karma, Dream, Protection, Wholeness, Vivacity, True Love, Resilience, Internal Compass, and Reverie.
“We see FoundRae jewelry as a path to self-reflection and self-discovery. Every symbol in our lexicon was created as a means of unearthing deeply held values that will help each individual evolve,” says Founder and Creative Director Beth Hutchens.
To further empower the individual journey of each boutique visitor, the new FoundRae location has an in-house workshop where two artisans—a bench jeweler and a hand-engraver—can help craft a uniquely personal story.
The boutique’s wooden walls feature hollowed out spaces with colorful, leather-lined vignettes, which showcase a visually intriguing selection of found objects alongside artful displays of FoundRae medallions. The brand’s signature hand-made, solid gold chains hang in a variety of lengths, links, and weights from wooden crescents on the walls, inviting guests to combine them with medallions and pendants to create their one-of-a-kind jewelry story.
Each FoundRae doorway features a signature emblem on the front entrance with a Crossed Arrows seal, marking its “crossing of paths,” as well as a motif unique to that store. The seal for the new Los Angeles Melrose Place store features a cherub, as a graceful nod to the City of Angels.