Discover L.A.’s Secret Fashion Gem Hidden in Beverly Hills’ Most Iconic Hotels!

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As a gaming enthusiast, I’m not wandering down Rodeo Drive, Wilshire Boulevard, or Melrose Place for the latest fashion trends these days. Instead, I find myself sneaking away to a cozy, hidden boutique nestled within two of the most famous hotels in Beverly Hills.

Step into the elegant boutiques Sita 1910 at The Peninsula Beverly Hills (opened in 2022) and The Vault by Sita 1910, which debuted in December at The Beverly Hills Hotel, and you’ll be enchanted by a dazzling collection of unique items. Don’t anticipate finding the newest collections from Brunello Cucinelli, The Row, or Celine here. Instead, Soler carefully selects pieces from local artisans and emerging designers worldwide to showcase in her stores. Additionally, you’ll find home decor items, estate fine jewelry, premium vintage designer pieces like Moschino designs previously worn by Princess Diana, and over 3,000 pristine copies of Vogue magazines. The assortment also includes a carefully curated selection of swimwear, cashmere sweaters, ready-to-wear clothing, and more.

In today’s retail environment, the issue lies in the abundance of items and lack of compelling narratives. According to Soler, this leads to a sense of disenchantment among consumers. When customers enter Sita, there’s often a noticeable sigh – they feel disoriented, as if they’ve stepped into Fashion’s Narnia.

Despite traditional department stores and long-standing retailers facing challenges in meeting their sales targets, leading to the closure of iconic brands like Fred Segal in 2024, Sita 1910’s two physical locations (which she prefers to call “spaces”) are generating buzz with carefully selected merchandise that she describes as either ‘exquisite’ or ‘essential’. Remarkably, the success of Sita 1910 is noteworthy considering it has no online presence, avoids social media, requests permission before photos can be taken or shared, doesn’t offer sales or discounts, and resists being guided by spreadsheets in purchasing decisions.

According to Soler, who started out designing custom greeting cards, our survival isn’t what should be expected on paper. We thrive because we have a strong, united team of designers. In contrast to the usual retail mindset which focuses on speedy production and quick sales, Soler prioritizes fostering lasting relationships with her creators and clients. She acknowledges that it’s challenging, but she believes this approach is more effective when navigating the retail industry.

Born with Peruvian roots, Soler established her business in 2021, naming the stores after her beloved grandmother Rosita. This venture caters to a diverse range of clientele including powerful women on Wall Street and Silicon Valley, fashion professionals such as stylists and interior designers, style aficionados, and celebrities. Many of these individuals visit the store for a quiet, luxurious shopping experience in a cozy, family-like sanctuary. As Soler explains, “Our visitors already possess everything they need, yet it’s not about wealth – they are sophisticated, unpretentious, and reject the idea of seasons or trends. Here, the emphasis is on personal style rather than fashion trends.

This philosophy is clearly reflected in the creators and brands that Soler works with, many of which are lesser-known treasures. For example, there’s Letanne, a mother-daughter team from Paris who specialize in hand-knit items, and Tim Ryan, a London artist renowned for his unique, ready-to-wear fringe designs.

Ryan states, “Industry standards and pressures typically impacting small businesses [such as ours] aren’t factors in Cio at all. Instead, it’s about her individual enthusiasm and her eagerness to spread that.

You can find this tale in the April 16 edition of The Hollywood Reporter periodical. To get future issues, consider subscribing.

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2025-04-20 21:25