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Specialty Non-Apparel

Très Jolie

California cool meets Parisian chic in an ethereal homage to the City of Light



When fashion maven Cherie D’Sa decided to open her second designer clothing and home decor boutique, Jolie, in Newport Beach, Calif., she didn’t have far to go to find an interior architect to bring her vision to life. The stylist and store owner tapped Flo Design Studio, the firm that’s co-located within La Bella, her sister store in nearby Long Beach, Calif.

 “I love Cherie’s amazing fashion stylist expertise and was her client for ages before sharing studio space,” says Megan Tagliaferri, partner and creative director of Flo. “Over the years, I’ve grown to understand her distinctive flair, which made our quick, four-month process from design to completion almost intuitive.”

Jolie’s interior blends seamlessly with the breezy coastal surrounds of retail development Lido Marina Village, which debuted shortly before the store’s opening. “My vision was to have a light and fresh space with an airy, heavenly feel and small touches of modern Parisian influence, a look which had not previously been showcased in the Newport Beach area,” explains D’Sa. In meeting this brief, Tagliaferri’s muses were the effortlessly fashionable women who stroll around Paris’ Saint-Germain-des-Prés quarter, an embodiment of the French word jolie, which translates as “pretty.” 

Curated as a place where mothers and daughters shop together, Flo’s design channels this femininity through a soft palette that avoids fussy textures and patterns that would detract from the high-style goods. White wainscoting and flowing linen drapes form an elegant envelope for luxurious finishes like the Calacatta marble cashwrap, bespoke rose gold fixtures and lighting, and an angular European oak display table.

Designers established fluidity of movement and unbroken visual engagement by installing custom illumination and millwork that suggest a diagonal circulation path through the orthogonal, 1200-square-foot space. A mannequin (affectionately referred to as “She” by the boutique) dons a peach baby’s breath Afro crafted by D’Sa and commands attention at the heart of the store. “Cherie’s innate sense of style transforms retail displays into works of art,” says Tagliaferri. “Blending her couture instincts with my interior architecture experience was a dream and helped us launch a fashion-forward brand.” 




MasterClass: ‘Re-Sparkling’ Retail: Using Store Design to Build Trust, Faith and Brand Loyalty

HOW CAN WE EMPOWER and inspire senior leaders to see design as an investment for future retail growth? This session, led by retail design expert Ian Johnston from Quinine Design, explores how physical stores remain unmatched in the ability to build trust, faith, and loyalty with your customers, ultimately driving shareholder value.

Presented by:
Ian Johnston
Founder and Creative Director, Quinine Design

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