A Pinterest board featuring images from film director Wes Anderson’s oeuvre inspired the look of the new Collections by Joya flagship, which opened on October 14 in Webster Groves. Owner Betsy Blancett Nacrelli was drawn to Anderson’s penchant for vivid colors, including the prominent use of pink as seen in his 2014 movie The Grand Budapest Hotel.
“Betsy knew what she wanted and knew what she liked,” says Isabella Tuma, the company’s marketing and operations manager. “I think it was only a week-and-a-half between when we got the keys to this building and had the grand opening.” Blancett Nacrelli and her team designed the store themselves, using green and pink liberally throughout the 800-square-foot space. Faux wall framing and paneling highlights the merchandise.
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The jewelry brand has been sold in major department stores nationwide since 2016, but the St. Louis brick-and-mortar is the company’s first foray into stores. Initially, the company sold its merchandise through local pop-ups and special events but, in 2022, the team dipped their toes in retail, signing a temporary six-month lease at City Foundry. When that lease expired earlier this year, the Joya team began looking for a permanent place to call home.
“We’d done a bunch of pop ups in Webster and have a strong client base in and around this area,” says Tuma. Webster’s central location and strong downtown business district also influenced their decision. When the old Lockwood Gallery space became available, Blancett Nacrelli jumped on the opportunity.
“We have been overwhelmed by the love and support the Webster community has given Joya,” says Blancett Nacrelli. “We are so excited about this new chapter for our brand.”
Joya’s custom charm bar can only be found in the store and has been popular with customers, who can choose from a variety of chains, clasps, and more than 100 charms to create unique, personal pieces of jewelry. “The charm bar has by far been the best seller since we’ve opened,” says Tuma. “We get new charms each week and it’s a fun way for people to make something individual and special.”
In addition to Joya jewelry, the store sells beanies, gloves, scarves, glassware, and accessories from other vendors. “Since we opened so close to the holiday season, we’re also selling ornaments,” says Tuma. The shop is decked out with trees decorated by theme, including a “Wes Anderson” tree with ornaments shaped like the Grand Budapest Hotel and a “Bar Cart” tree covered in cocktail ornaments.
Address: 46 West Lockwood
Hours: Tuesday through Saturday, 11 a.m. to 6 p.m.; Sunday 12 to 4 p.m. Customers can shop 24/7 collectionsbyjoya.com.
