Avedon first opened to fill a void in the marketplace of the European boutique by specializing in edgy, eclectic clothing with a Los Angeles flair. Formerly located on Melrose and then Robertson Blvd, Avedon has relocated and opened it's doors in the heart of Beverly Hills.
Designed by Thomas Schoos, the new store is conceptualized on the feel of a 'New York Loft' lending itself to versatility and constant change. Structure and lineament will always be prominent design elements but racks and shelves can be easily rearranged to alter the blueprint at any time.
The bigger footprint of the Beverly Hills store allows Avedon the space to offer both men's & women's fashions. Co-owners Reza Shekarchian and Yasmine Farmanara take a personal approach to their business, which even carries over to their unique buying style. They look for pieces that will not only appeal to their customers but that will stand out from other lines. "Every piece we buy has to have something that catches our eye. Whether additional trim or a unique color combination, we look for clothing that is noticeably distinctive" says Farmanara.
Avedon recently began offering a personal shopping program where they select garments to suit a client's individual style and hand deliver selections to their closets, sometimes even organizing new garments with the existing. "We understand that our clients are busy or have personal needs and we do anything to accommodate our customers in any way we can. I think that's the key to having longevity in this business, especially here in Los Angeles." says Shekarchian.
Avedon looks forward to implementing an exclusive 'black card' for VIP clients, which will offer special privileges such as personal shopping and other exciting benefits.
Avedon has managed to sustain a successful business in Los Angeles for over 25 years. Whatever their secret to success -- it seems to be just the right combination.