Wednesday, April 15, 2009

Madison and Diavolina Hop Off Robertson

Interior of new Madison flagship Photo credit: WWD

With retail sales plummeting, looks like some of the decline has hit shopping mecca Robertson Boulevard in West Hollywood. WWD reports that boutiques, Madison and Diavolina have moved off of Robertson and onto the neighboring Third Street. Owners Mark and Emily Goldstein were one of the first to inhabit the street, which today is packed with trendy shops and restaurants (Kitson, Lisa Kline, The Ivy...Need I say more?) frequented by celebrities who are followed by a flurry of paparazzi.

According to WWD, the move was catapulted by an increase of rent which nearly tripled last February to $12-17 per square foot. But don't worry, the new location on Third Street is no small closet... Madison and Diavolina have been adjoined to create a 7,000 square foot flagship store.

I don't think the move will hurt the boutiques at all considering both have already established a great clientele and have been in the retail sector for more than a decade! Madison also has five other locations spread throughout Los Angeles. When I was last in LA, I purchased an amazing reversible ring and some boho sandals with fringe from Diavolina (I'll have to take some pictures). Can't wait for my next trip so I can check out the new flagship!

A Little About the Boutiques:

Estabished in 1989, Madison boutiques have grown to become among the most highly regarded shopping destinations in Los Angeles. The stores carry only the latest fashions and accessories from top designers such as Alexander Wang, Chloe, Rag & Bone, Elizabeth & James and Derek Lam to name a few. In addition to it's new flagship on Third Street, the company also has stores in Malibu, Pacific Palisades, Brentwood and on Melrose Avenue. For more information, visit

Diavolina was established shortly after Madison and is popular for it's fashion forward shoes, flasy accessories and luxurious gowns/dresses. Up and coming designers such as Mayle, Jinny Kim and Alexis Lamontagna can be found mixed with classy chic designers like 3.1 Phillip Lim, Marc Jacobs and Loeffler Randal. For more information visit,

1 comment: