LA VIE EN MELROSE (PLACE)

With a raft of upscale designers moving in on this tiny tree-lined street, Melrose Place (and no, we don’t mean the show) is becoming the chicest shopping district in L.A.

By Amanda Friedman

Turning onto Melrose Place from eclectically funky Melrose Avenue is like entering an entirely different world. Carefully trimmed trees and ivy-covered buildings line the brick walkways of this quiet, traffic-congestion-free two-block strip. The uninformed stroll by without batting an eye, but local fashionistas know that hidden behind all of this greenery are boutiques housing some of fashion’s biggest names. Marc Jacobs, Carolina Herrera, Marni and Diane von Furstenberg have all set up shop, and with Monique Lhuillier, Oscar de la Renta and Chloe on the way, this unassuming street is quickly and quietly becoming one of the most exclusive shopping destinations in town. Leave Rodeo Drive and Robertson Boulevard for the tourists–Melrose Place is the spot where celebs can shop for designer goods in peace.

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In addition to being confused with the hit ’90s television show of the same name (Melrose Place creator Darren Star used to work in an office on Melrose Avenue), the area has long been known as an elite shopping destination of a different kind. Some of the city’s top antique shops have resided there for decades and many remain in their original locations today. “Even though there are spots being filled with couture shops, people are forgetting that this is still one of the most famous antique streets in the world,” says Jeffrey Klawans, owner of Connoisseur Antiques, which has been on the street for 36 years and has sold to Hollywood’s creme de la creme (Oprah Winfrey, Paul Newman and Barbra Streisand have been spotted there). Although the focus of the street is changing, Klawans welcomes his new neighbors and the increase in visitors to his store as a result. “I am thrilled to see the expansion,” he says. “The combination of fashion, antiques and jewelry is the synthesis of a shopping mecca for not only the rich and famous, but those who desire the finest life has to offer.”

One of the pioneers in Melrose Place’s transformation was actually not a clothier but a hair salon: Sally Hershberger at John Frieda. The former apartment owned by Neil Diamond that Hershberger moved into six years ago features a courtyard pool and tranquil environment suitable for even the most paparazzi-hounded stars, like her clients Julia Roberts, Meg Ryan, Michelle Pfeiffer, Heather Graham and Cindy Crawford. With so many celebrities already flocking to the area to get their hair done, it was only a matter of time before upscale clothing stores came into the neighborhood as well, and when Marc Jacobs arrived in March 2005, things really gained momentum. Sitting at the intersection of Melrose Avenue and Melrose Place, the designer’s ivy-covered 3,500 square-foot flagship store boldly welcomes visitors to the street and is credited with the emergence of the area as a shopping destination. The designer reportedly waited five years to lease the property from the antique dealer that had been there before, and he has been offered millions for the space since signing a 15-year lease. In addition to the corner store, the clothing company also opened the less-pricey Marc by Marc Jacobs store across the street on Melrose Avenue and launched the first free-standing Marc Jacobs Men store on Melrose Place as well. “Melrose Place is a little bit undiscovered. You have to seek it out, but it’s totally worth it once you do,” says Sarah Geary, Public Relations Director for British leather goods company Mulberry, which was especially drawn to its new location because the building resembled a quaint English cottage. Erin Kenny, manager of Dolce Vita, agrees. “The reason why we picked this space was because of who’s around us and that it truly is a beautiful street,” Kerry says. “It’s low-key and mellow, but high-end. It’s not really like anything in L.A.”

YOUR GUIDE TO MELROSE PLACE

1. Marc Jacobs
   8400 Melrose Pl., 323-653-5100. The ivy covered flagship store frequently attracts stars like Nicole Richie, Hillary Swank and Carmen Electra. Marc Jacobs Men is located at 8409 Melrose Pl. and Marc by Marc Jacobs is at 8410 Melrose Ave.
2. Diane von Furstenberg
   8411 Melrose Ave., 323-951-1947. Although the iconic designer’s store actually sits on Melrose Ave., its placement directly next door to Marc Jacobs (and celeb fans like Paris Hilton, Molly Sims and Kate Hudson) grants it honorary entry into the exclusive Melrose Place club.
3. Me&Ro
   8405 Melrose Pl., 323-782-1071. The New York-based jewelry company has found a home in L.A. for its stackable rings, hammered bangles and amulets. Charlize Theron was spotted buying presents at the store this past holiday season.
4. Mulberry
   8407 Melrose Pl., 888-685-6856 ext. 18. This British luxury leather goods company known mostly for its classic yet stylish handbags has admirers in Kate Moss, Mischa Barton and Scarlett Johansson.
5. Santa Maria Novella
   8411 Melrose Pl., 323-651-3754. This Italian beauty company has been in existence for 600 years, and its L.A. outpost offers a vast selection of soaps, candles, fragrances and other pampering pleasures.
6. Addie Newman
   8424 Melrose Pl., 323-658-8845. Asian antiques, furniture, art and one-of-a-kind, museum-quality artifacts are sold here.
7. Bird
   8428 Melrose Pl. Suite B, 323-651-9920. Bird features hand-selected pieces from emerging cutting-edge designers like Alice Roi, Emma Cook and Alberto Incanuti. Celebs who have shopped there include Jessica Alba, Alyssa Milano and Nicky Hilton.
8. Kate Somerville Skin Health Experts
   8428 Melrose Pl., Suite E, 323-655-7546 Nestled inside a peaceful bungalow, this comprehensive medi-skincare center offers signature services customized for each client, including Sharon Stone, Mandy Moore and Katherine Heigl.
9. Licorne Antiques
   8432 Melrose Pl., 323-852-4765. This antique shop pecializes in 16th- and 17th-century European furniture and art.
10. Carolina Herrera
    8441 Melrose Pl., 323-782-9090. The 3,800 square foot flagship store is pure elegance, from the brown-and-beige satin-striped furniture to the couture gowns filling the room and the black-and-white photographs of the iconic designer draping the walls. It wouldn’t be surprising to spot well-known Carolina fans like Renee Zellweger, Brittany Murphy or Meryl Streep here.
11. Delia
    8438 Melrose Pl., 323-658-8685. Owned by Delia Seamon, who also launched Robertson Blvd.’s Vionnet and Curve, this boutique offers a selection of lesser-known designers mixed with big names like Missoni and Catherine Maladrino.
12. Sally Hershberger at John Frieda
    8440 Melrose Pl., 323-653-4040. It was Hershberger who created Meg Ryan’s signature ‘do years ago, and the hair guru’s list of celebrity clients has been growing ever since.
13. Oscar de la Renta
    8446 Melrose Pl., 323-653-0200. The massive 4,000-square-foot west coast flagship store is set to open this summer and may attract Sarah Jessica Parker, Drew Barrymore and Beyonce, who have all worn his colorful, flirty pieces.
14. Temperley London
    8452 Melrose Pl., 323-782-8000. British designer Alice Temperley’s romantic west coast abode serves as the perfect atmosphere for her ultra-feminine creations. Super-stylist Rachel Zoe is an enthusiast.
15. Melrose Place Aesthetics
    8471 Melrose Pl., 323-658-7855. This spa offers some of the most advanced and effective skincare techniques and treatments available today in a soothing, relaxing atmosphere.
16. Dolce Vita
    8481 Melrose Pl., 323-782-9739. What started as a shoe line has now expanded into clothing, both of which are sold here along with items from designers like United Bamboo.
17. RetroSpecs
    8458 Melrose Pl., 323-951-4925. Find the perfect pair of vintage sunglasses from the 1870s through the 1970s at this unassuming boutique.
18. Marni
    8460 Melrose Pl., 323-782-1101. As one of the first high-end clothing shops on the street, the store stands out with its sleek light wood interior and bright-colored, vintage-inspired line. Reese Witherspoon and Lindsay Lohan have both been spotted at the store.
19. Connoisseur Antiques
    8468 Melrose Pl., 323-658-8432. The shop features 18th- and 19th-century European antiques, mirrors, chandeliers and accessories.
20. Monique Lhuillier
    8485 Melrose Pl., (no phone number at press time). Later this spring, the designer will relocate from her current Santa Monica Blvd. home to this 4,200-square-foot space, providing ample room to showcase her signature wedding gowns and red-carpet-worthy designs that have appeared on everyone from Angelina Jolie to Ashlee Simpson.