La DoubleJ is heading west.
J.J. Martin’s La DoubleJ is opening its second U.S. stand-alone boutique, and has chosen Dallas’ Highland Park Village for the 1,300-square-foot space. For Martin, though it’s the next phase in the Milan-based company’s global ambitions, she’s taking a hyper-localized approach to the market.
Case in point, it will exclusively hold a collaboration with Austin-based footwear company Allens Boots, and she tapped Vergani_List Architects to design a space inspired by eclipses and the Texan landscape.
“We want to read the room and speak to who we have in front of us,” Martin said. “We looked at the heat map of DoubleJ customers, and Dallas is on fire for us. For us, it’s L.A., Dallas, Palm Beach, Miami and New York. We were meant to open our first American flagship in February, but it burned down in the L.A. fires.”
She’s eyeing New York for the next one, and the through-line connecting all the doors is what she’s dubbed a “‘raise your vibration station,’” she said. “In Milan, we have a Divine Mother cave, and in Palm Beach, we have a chakra store. The entire ceiling is covered in our chakra print. These stores are meant to do a lot more than just sell people product. It’s an energy-elevating experience.”
In addition to an eclipse print that gets many iterations through the store, such as on curtains in dressing rooms, “we wanted to create a goddess-like installation in the dressing rooms as well where you can take selfies,” Martin said.
Furthermore, the store will stock La DoubleJ’s homewares collection in addition to fashion and accessories categories. “What I’ve noticed about DoubleJ, anything that is born with joy or from joy has success,” Martin said. With the exception of the Allens Boots collaboration exclusive to the door, “everything we do is 100 percent made in Italy. We support their handcrafts and traditions, whether it’s crystal glass, Murano glass or the linen we do for tables.”