Eveline Morel's just-opened EM & Co.

Morel's New L.A. Boutique

Eveline Morel opened her own store, EM & Co. The grand opening party for tjhe EM & Co store, located on 3rd Street near Fairfax, in Los Angeles, included a preview of Eveline Morel’s spring/summer 2006 line. Eveline Morel was previously a partner in Late Bloomer boutique on Fairfax, and is also a designer. Her line, launched in 2004, is sold in upscale boutiques around Los Angeles and the U.S.

She recently launched a second line, EM [re]construct, which is store-exclusive and uses vintage and recycled fabrics and garments. Eveline Morel is joined in the store by two former Late Bloomer partners, Amy Buhler of Seed Clothing, Sarah Szikiel of Mushka Designs (jewelry and accessories), and Allison Schultz, former owner of Allikays, a Kansas City boutique.

Complimentary cocktails were provided by Dubonnet, a wine based aperitif, who served their signature Dubonnet Martini and Kiss drinks. Copies of Adore Shop magazine, a new shopping guide for all of Southern California, were given to guests. DJ Steve Aoki spun.

The boutique carries some more well-known and/or well-established lines, such as Alicia Lawhon, Anja Flint, Halo, Mara Hoffman, Pegah Anvarian, TAG, and Serfontaine jeans, but will also carry other lines of up-and-coming designers such as Seed Clothing, Dolan, Bettina Hubby, and jewelry from Mushka Designs. The store will introduce some lines from Europe's rising designer talent: this fall, a line from Finland, Deadbird & Lionheart; in the spring lines from Romania, Greece, and France are scheduled to be added. There are Queenie4ever and Cyrus & Sonny t-shirts, as well as Opal and Heather Palleiko designs jewelry, whose lines are sold exclusively in the store.