Rachel Zoe ventures in retail with a pop-up at The Grove

Los Angeles - Rachel Zoe, stylist and fashion connoisseur, recently unveiled a new direction in her career path. After launching an e-commerce site recently, the entrepreneur dabbled in retail by opening her first brick-and-mortar shop at the Grove.

The pop-up serves as Zoe’s official venture into retail territory. The temporary boutique opened earlier this week and will remain open through the month of March. The store is aimed to bring a unique, diverse shopping experience for customers. In addition to retailing the designer’s clothing line, the pop-up will cover a “360 degree experience” which will consist of styling, beauty, and gifting events. The idea of the shop is to bring people together so that they can start experience Rachel Zoe’s brand. “The launch of e-commerce and the pop-up together is so that people can start to really experience the world of the brand,” Zoe told fashionista.com. Zoe’s choosing of The Grove location was also strategy, due to its communal ambience for local shoppers. “For me, it’s an honor to be a part of [The Grove]--women come to shop, they come to have lunch, they come to hang out, they go to the movies,” she told the publication.

The interior design of the store is a massive, open space with white details. There are various shades of white and ivory with gold accents. The shop has modernistic fixtures as well in order to accompany the collection. Throughout Zoe’s spring line, she also uses gold accents to help accentuate her sophisticated, chic designs. The apparel at the store ranges in price from 75 to 1,795 dollars for apparel, jewelry, and shoewear. The Rachel Zoe pop-up at the Grove will stay open until March 31.