Foundrae’s Beth Hutchens Brings Her Whimsical, Symbol-Filled World to L.A.; Melrose Place Opening Brings Out Sarah Paulson, January Jones and More
“What a journey,” January Jones told Foundrae founder Beth Hutchens at the opening of the jewelry designer’s Melrose Place boutique in Los Angeles on Thursday night as the two embraced.
It certainly has been quite the ride for Hutchens — who’s nearing a 10-year milestone — particularly recently as she expands the brand’s footprint. Foundrae opened on Madison Avenue just two weeks ago and is coming to Miami at the end of the month.
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But eyes were now on L.A., and Hutchens’ Hollywood admirers and friends were out in support, including actors Allison Janney, Sarah Paulson, Robin Tunney, Ryan Michelle Bathe, Kyle Richards; fellow jewelry designers Anita Ko and Pamela Love; designer and activist Aurora James; stylist Tara Swennen, and artist Austyn Weiner.
“It’s so nice because January came when we first opened up the store in New York,” Hutchens said, seconds after the two posed for cameras. “And, I mean, nobody knew who we were then, and so the fact that she did that was just really generous and kind.”
It was back in 2015 that it all started. After serving as chief executive officer of ready-to-wear women’s fashion label Rebecca Taylor for two decades, Hutchens introduced Foundrae with a collection of pendants and colorful cigar rings with spiritual and mystical symbols, before unveiling her flagship in TriBeCa three years later. Her heart token necklaces, charms, bracelets and rings are continuously bold with beautifully intricate details and a whimsical touch, working with diamonds and yellow gold finishes.
With its vine-covered stucco storefront and a prime location at the end of the tony L.A. shopping thoroughfare (replacing Rothy’s), Foundrae is easy to spot at 8405 Melrose Place, taking over 1,200 square feet. Inside, there are the familiar details Hutchens is known for, including vibrant works of art — with a hand painted ceiling as the pièce de résistance — and rows of color-coordinated, book-lined shelves.
“Books have always been a real point of inspiration for me,” said Hutchens. “It’s one of the ways I really wanted to make the fine jewelry experience less intimidating. For me, books are really comforting.”
Hutchens looks to offer a sense of discovery with her jewelry, she said. Some of the pieces have never been photographed and are only found in-store, displayed in wooden drawers.
“It really gives people a reason to come in,” she went on. There are also works exclusive to L.A., like a gold medallion adorned with a cherub. “We do it just for the City of Angels.”
Launch Gallery: Inside the FoundRae Melrose Place Opening Celebration Event
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