FoundRae Fine Jewelry
Los Angeles
luxury jeweler Boutique
Nestled within the vibrant Melrose Avenue district in Los Angeles, FoundRae’s newest store redefines the retail experience, weaving personal meaning with unexpected discoveries. Partnering once again with Spacesmith, founder Beth Hutchens sought to create a space that embodies the brand’s core tenets—passion, reverie, karma—while offering visitors moments of self-discovery, reflection, and connection. The 1,200 sf store, a transformation of an existing retail space, is imbued with FoundRae’s signature motifs and a commitment to thoughtful reuse. With sustainability at the forefront, Spacesmith preserved the original structure and materials while layering in the brand’s symbolic imagery. The open-concept workshop engages customers and embodies the brand’s ethos of personal connection.
The store’s layout balances organic flow with layered discovery. Visitors enter through a central gallery-like space where vintage glass display cases showcase FoundRae’s medallions and charms. Adjacent to the entrance, a jeweler’s workshop sits in full view, inviting guests to witness the intricate processes of cleaning, engraving, and polishing. Throughout the store, subtle surprises await. Drawers tucked within millwork reveal miniature dioramas inspired by Beth’s love of vintage collectibles. Customers discover tiny, curated vignettes of FoundRae’s charms, notes, and ephemera.
This element of play, combined with the deeper meanings behind the symbols, transforms the store into a treasure hunt, where each visit unveils something new.
The store’s interiors evoke a sense of calm, with rustic elements juxtaposed against refined finishes. Custom millwork, handcrafted by local artisans, frames the store’s perimeter, displaying jewelry alongside personal mementos collected by Beth. Though luxurious, the design feels intimate—like stepping into a well-loved library or a thoughtfully curated home.
The design team reused as many original elements as possible, minimizing waste and reducing environmental impact. Custom furniture and fixtures were crafted from FSC-certified woods, and many surfaces feature low-VOC finishes, contributing to healthier indoor air quality.
Custom lighting fixtures enhance the warm, welcoming atmosphere, providing just the right amount of illumination without overwhelming the senses. To reimagine the existing lightbox ceiling, the design team incorporated FoundRae’s symbols directly onto its fabric surface. Now, the ceiling serves as a celestial canopy, adorned with hand-drawn motifs that reflect the brand’s mythological roots and archetypal storytelling.
