11300 Santa Monica Blvd

11300 Santa Monica Blvd
Los Angeles, CA 90025

Mon - Sat 11am - 7 pm
Sunday 12 pm - 5 pm

LOCATION, LOCATION, LOCATION

Close to Beverly Hills? Yes. Culver City? Yes. Brentwood, Westwood, Santa Monica? Yes, yes and yes. Too fancy-schmancy? Naw… it’s Analog Alley, a sweet little district so named for its preponderance of used bookstores, record shop, skate shop, independent movie theater, cult video rental…. we proudly join this cluster of old-school, hands-on businesses - there’s sure nothing virtual about bra fitting.

GREAT BUILDING

Over a hundred years ago, this building stood on the corner of Sawtelle and Oregon Avenue (better known today as Santa Monica Boulevard) in the town of Sawtelle, CA. Most recently a Persian pawnshop, we rehabbed this slightly distressed gem into our biggest store yet.

LOVELY NEIGHBORS

Catch a film at The Nuart Theatre (since 1929!), flip through the LPs at Touch Vinyl, or purchase a physical book made of paper at Side Show and Alias Books. When you’ve worked up an appetite, head a bit south down Sawtelle past Plan Check Kitchen + Bar (comfort food + cocktails), and you will find yourself on one of Los Angeles’ best restaurant rows for ramen, sushi, tsukemen, tempura and all flavors Japanese.

4308 Melrose Avenue

4308 Melrose Avenue
Los Angeles, CA 90029

Mon - Sat 11am - 7 pm
Sunday 12 pm - 5 pm

LOCATION, LOCATION, LOCATION

I thought long and hard about where to put my first store. For many good reasons I settled on Hel-Mel, the intersection of Heliotrope and Melrose, and one of the sweet spots of East Hollywood. Let me count the ways...

GREAT BUILDING

Classic 1920’s row storefronts. A big chunk of it used to be Pak-Am Stationery, filling all your Pakistani-American stationery needs. Rehabbed by the current owner and quickly filling up with creative and energetic tenants.

LOVELY NEIGHBORS

Our little corner is shaping up as a new cutting edge shopping and cultural district. Highlights include Scoops (avant-garde gelato), Sacred Fools Theater, Eyetailor boutique, Clad Home, Early California Antiques, Orange 20 bicycles, and, directly across the street, the historic Jensen’s Melrose Theatre- now the Ukrainian Culture Center (AKA Quincean?era Central).

18 East Holly Street

18 East Holly Street
Pasadena, CA 91103

Mon - Sat 11am - 7 pm
Sunday 12 pm - 5 pm

LOCATION, LOCATION, LOCATION

I waited for two things to open a second store: we needed some vintage metal casement windows, and we needed a classic row storefront in a neighborhood worth visiting. Old Pasadena, with its historic buildings and alleys; parks and parking; and rich community culture fits like a bespoke glove.

GREAT BUILDING

Score. The 1914 Holly St. Building was rehabbed by the late Jim Plotkin, the unofficial Mayor of Old Town and one of the driving forces behind Old Pasadena's revival in the 1980s. The Holly St. shop is based on the original Melrose design, with higher ceilings and a slightly revised floor plan.

LOVELY NEIGHBORS

Our quiet block between Fair Oaks and Raymond is stuffed with terrific cafes and indie shops such as Elisa B. (up-to-the-minute designer fashion), Lula Mae Gifts, Homage, Waffles de Liege, Mignon Chocolate (Pasadena, Glendale and Tehran), and Maude Woods Home Decor -- to name just a few.