Curated couture in Beverly Hills

Fashionistas in the connoisseur are not down for the latest couture through Rodeo Drive, Wilshire Boulevard or Melrose Place. Instead, they slide to one of the best -known hotels in Beverly Hills hidden Bijou -Boutique.

Walk in the Sita of Fashion Veteran Cio Soler in 1910 in the Beverly Hills peninsula (opened in 2022) and the Sita vault in 1910, which opened in the Beverly Hills Hotel in December, and you will immediately be transported to a jewelry box with tempting treasures. But do not expect you to discover the latest Brunello Cucinelli, the series and Celine here. Instead, Soler delivers her shelves mainly with clothing and accessories, which she obtains from local craftsmen and aspiring designers around the world. You also discover living culture, estate fines jewelry and premium vintage designer pieces, including Moschino designs that were once worn by Princess Diana, and more than 3,000 MINT conditions fashion Magazines. Further finds are a finely coordinated selection of bathing clothes, cashmere sweaters and ready-to-wear.

“The challenge in today's retail is that everything is plentiful and there is no storytelling. People are disappointed,” says Soler The Hollywood reporter. “When customers go to Sita, we hear them exhale – they don't know where they are – it's like fashion Narnia.”

While department stores and established retailers have difficulty fulfilling sales forecasts -with the former giant Fred Segal, who permanently closes his doors in 2024 -make Solers two “rooms” while preferring them to call them (and private showroom headquarters only by appointment) with a deeply curated nuclear estate, which she moves to as “extremely or essential”. The success of Sita 1910 is surprising because it is not online, avoids social media that visitors do not take photos or publish something without permission, offer sales or discounts and refuse to determine their buying patterns.

“We shouldn't survive on paper. We survive because we have a close -meshed community of designers,” says Soler, who started her career with handmade greeting cards. “Thinking in retail is usually how quickly you can get it and how quickly it will sell?” Instead, Soler is more concerned about maintaining long -term relationships with their creators and customers. “It's not easy, but it's a stronger way to work with the retail formula,” she adds.

Soler, who is Peruvian descent, started her business in 2021 and appointed the business after her grandmother Rosita. It is aimed at everyone, from influential women on Wall Street and the Silicon Valley to stylists, interior designers, stylish and celebrities, many of whom is safe and familiar in a private and familiar, quiet shopping for themselves or with their families in private refuge. “Our guests and guests already have everything, but it's not about being rich – they have developed, unfoot and do not believe in seasons or trends,” she adds. “The focus here is on personal style, not on fashion trends.”

And this philosophy shows itself in the makers and brands with which Solers are working with most of which are hidden jewels, including LANTANNE, a mother-daughter duo from Paris, which specializes in handmade pieces, and Tim Ryan, an artist based in London, who is known for his unique, red ad-ad-ad-ad-ad-arm ring design is.

“The forms of industry and requirements that small companies can weigh so strongly [like ours] are not part of the picture [with Cio] In general, “says Ryan.” It's all about your personal passion and your willingness to share that. “

This story appeared in the Hollywood reporter Magazine edition. Click here to subscribe.