Ahlem Manai-Platt Expands Eyewear Empire with New Melrose Place Boutique
Los Angeles, CA – In a significant move for her burgeoning eyewear brand, designer Ahlem Manai-Platt is set to open her second store in Los Angeles, specifically in the trendy Melrose Place neighborhood. This new location marks her fifth boutique globally, following successful openings in Paris, New York, and San Francisco. The expansion comes on the heels of a partnership with investment group 1686, which aims to bolster her brand’s presence and explore new projects.
A Journey Rooted in Los Angeles
Ahlem Manai-Platt’s journey began nearly a decade ago in Venice, California, where she launched her first store. Reflecting on her roots, she stated, “Los Angeles holds a very special place in my history. It’s where it all began for Ahlem, where I took the risk of launching the brand without a specific plan.” This sentiment underscores the emotional connection she has with the city, which has shaped her creative vision and approach to design.
The choice of Melrose Place for her second location is particularly poignant. “Melrose Place speaks more of maturity, elegance, and intimacy,” she explained. This new boutique aims to encapsulate the evolution of her brand, offering a space that tells a different facet of her story.
A Unique Retail Experience
Each of Ahlem’s boutiques is designed to reflect her state of mind at the time of its creation. The Melrose Place store promises to be no exception. “The idea was to create a place that doesn’t look like a store but more like a domestic space,” she said. The design will feature noble materials such as metal, wood, and plaster, creating an atmosphere that is both soothing and intense.
This approach is a departure from traditional retail spaces, aiming to foster a sense of comfort and intimacy. “I want people to feel comfortable there, to want to stay-even without buying anything,” she added, emphasizing the importance of creating a welcoming environment.
Emphasis on Bespoke Services
A standout feature of the Melrose Place boutique will be its bespoke services. Ahlem believes that these services embody the essence of her profession, focusing on human interaction and creativity. “It’s about listening to a personality, understanding a look, a gesture, a world, and then giving shape to all of that in a frame,” she explained. This personalized approach not only enhances customer experience but also counters the fast-paced culture of consumption prevalent in today’s market.
California: A Key Market
Ahlem’s connection to California extends beyond emotional ties; it is also a strategic market for her brand. “California has this very free way of appropriating objects-without codes, without snobbery,” she noted. This philosophy aligns with her vision of creating eyewear that feels natural and integral to the wearer’s identity.
Looking ahead, Ahlem plans to expand her footprint in the United States, with additional stores in cities like New York and Chicago. However, she emphasizes a selective approach to growth. “Each opening must make sense, tell a story, and extend our universe,” she stated, highlighting her commitment to quality over quantity.
Global Aspirations
Ahlem’s ambitions are not confined to the United States. She has expressed interest in opening a store in Japan, a market that has shown enthusiasm for her brand. “The Japanese can immediately sense when something is sincere,” she remarked, acknowledging the cultural appreciation for craftsmanship and detail that resonates with her work.
The Asian market, including China and Korea, is also on her radar. “Asia has a very strong appreciation for well-made objects, authentic craftsmanship, and brands with soul,” she said. This focus on authenticity rather than sheer volume reflects her broader vision for the brand.
Partnership with 1686
The partnership with the investment group 1686 marks a new chapter for Ahlem. Initially hesitant about opening her capital, she found a connection with the group that respects her creative process. “This partnership was born out of a desire to grow without betraying myself,” she explained. The collaboration aims not only to enhance retail development but also to consolidate the brand and strengthen its team.
Future Developments
As for product innovations, Ahlem is excited about exploring new materials, shapes, and collaborations. “I also want to explore more bespoke designs and very limited series, almost like works of art,” she shared. This commitment to pushing boundaries is a testament to her passion for the craft.
A Dual Identity
Despite her deep ties to Los Angeles, Ahlem has made Paris her home. “Paris is my city. It shaped me, it sometimes hurt me, but above all it gave me a depth that I wouldn’t have found anywhere else,” she reflected. This duality of identity-rooted in California yet flourishing in Paris-adds a rich layer to her brand’s narrative.
Conclusion
Ahlem Manai-Platt’s expansion into Melrose Place is not just a business move; it is a continuation of her personal and professional journey. With a focus on creating unique, intimate spaces and a commitment to bespoke services, she is redefining the eyewear shopping experience. As she prepares to unveil her new boutique, the designer remains steadfast in her vision of authenticity and craftsmanship, ensuring that her brand resonates deeply with customers around the world.
