The Tamesis
Jennifer Fisher’s new Beverly Hills store is just steps away from Erewhon, a trendy organic grocer known for its celebrity-made smoothies. That was intentional, Fisher said. She launched her eponymous brand in 2005 with a small jewelry line. “That’s where everyone is. It’s strategic.” The marble-clad, dimly lit store opens today.
This is Fisher’s third store, following a store on New York’s Madison Avenue that opened in September. Inside, customers can find Fisher’s famous hoops and her signature collection of puffy hearts, as well as fine jewelry that retails for up to $7,000 (a set of 18-karat gold pillows studded with diamonds).
There is also a special space for salt. In 2017, Fisher began selling her own salt blend, called All-Purpose Salt, and the line has grown to include spicy salt, curry salt and all salts, with the Jennifer Fisher brand on the packaging. She also wrote a cookbook called trust your intuitionwhich bottles and sells her signature scent, a concoction she says smells like coconut cookies. There are more plans in the works: She’s developing an eyewear line and recently launched a cashmere beanie. Denim will be available later this year, and she will also launch a men’s sterling silver jewelry line, which she believes will have cross-over appeal to female customers.
Cross-border appeal is part of Fisher’s store strategy. After a party with the Los Angeles social scene on Tuesday night, the designer will appear on The Martha Stewart Podcast to discuss her culinary journey and business learnings.
All of this, combined with her status as a Shopmy influencer (where she links clothing and other favorite products), brand deals with companies like Lalo Tequila, and her new website about lifestyle and cooking called Maedyn, has propelled Fisher to the top of the modern lifestyle business.
It’s a business model usually reserved for celebrities, but not Fisher’s, at least not in the traditional sense. She began her career in magazines before moving to modeling, television and the commercial scene. A cancer diagnosis launched her into the world of wellness and therapy, and the journey to giving birth to her son — whom she calls her “million dollar baby,” thanks to a natural pregnancy and surrogacy experience — inspired the first piece she designed: a dog tag necklace engraved with her son’s name. Since then, she developed her first collection, which was eventually shortlisted for CFDA/Fashion 2012 Fashion Fund Award. She considers this period “Jennifer Fisher 1.0.”
