This past April, Peri Arenas opened her second California boutique with Peri.A; a multi-brand concept store located on Robertson Boulevard. The opening of Peri.A comes after her Veri Peri pop-up shop at the Parker Palm Springs, the desert resort that was founded by her grandfather, Jack Parker. Now, Arenas is banking on her fun, kitschy style and eye for both new and old pieces that can’t be found elsewhere in the West Hollywood neighborhood as her formula to modeling a mini Colette – without the name brands. Colette, being the iconic Parisian boutique known for collaborating with both high-end and streetwear brands for highly coveted collections is what Arenas describes as her direction for the store. “If you come in, I’m kind of like a very mini Colette, without the name brands” says Arenas. “I’m all about thinking outside the box rather than being like everybody else. That’s really what I’m about.”
Peri.A features a slew of new and emerging European and Asian brands like Shrimps, Huishan Zhang, Mira Mikati and Rahul Mishra, as well as reworked or painted vintage Hermes and Chanel bags. “When you come to my store or leave my store, one of the things that I want [you] to say is ‘oh my god, that’s so much fun’ says the owner. And odds are that you will. The playfully chic décor and Peri.A-exclusive merch – like pens that say ‘This Is My Peri.A Pen, Get Your Own” and receipt envelopes that say “Pay Up, Honey” certainly add to the boutique’s aesthetic in addition to the store’s merchandise. “That’s basically me, I love to have fun in a classy way.” Says Arena.
In addition to the Peri.A exclusive knick-knacks, the boutique sells current season ready to wear, jewelry and accessories collections “Like Maxfield, but not as dark” says Arenas. In addition to vintage Louis Vuitton bags that have been reworked and Chanel and Hermes bags that have been painted by a Paris-based graffiti artist. The store’s price-point starts at $55 USD for a t-shirt and expands into four digit price tags for certain luxury pieces.When talking about how she’s developed her relationships with the brands that she sells in her store, Arenas’ tactic is a nose to the grindstone type of perseverance. The owner tells us how she reaches out to designers she would like to sell in her boutique, shares the success of her Veri Peri pop-up and is persistent in arranging a meeting. “So basically, I would email a brand that I want and some of the bigger name brands want to know who you’ve carried in the past and sometimes it takes perseverance. What I’ll do is email and tell them about Veri Peri and some particular brands would want to wait until I was opened for a few months. With some perseverance, I finally got [them] to see me [in their showrooms] this past June." Shares Arenas.
"Sometimes you go, they want to meet you and sometimes they let you look around and if they don’t like you, they’ll say ‘lets keep in contact, call us next time.’ This has happened, too. If they don’t like you then they’re not going to sell to you. We got them and I’m really happy. We have 20 new brands that are coming in the fall.”
Arenas’ steadfast persistence didn’t just help her to create her relationships with designers carried in her store but with the company that has helped make her branding dreams become a reality, as well. LOVE Creative, the England-based advertising and branding agency that has helped develop impressive campaigns for a roster of clients that includes the likes of Adidas, Nike, Vans and Johnnie Walker, was an admitted reach for Arenas when searching for her perfect branding match.“I was afraid that they would never contact me because they [do] very big brands. I wrote them an email and one girl found the email and I guess said ‘lets call her and speak to her,’" says Arenas.
"We spoke on the phone for forty-five minutes and when we spoke they said ‘it sounds like you want to do something kind of like Colette.’ And I said ‘oh my god, finally.’"
“Last September I went to Paris and they spent the entire day with me to get me and understand who I was and they keep quoting me on saying ‘Just brand the shit out of me.’ …And that’s what they did, they did a really good job.” LOVE Creative is responsible for helping develop Arenas’ image including the eye-catching Peri.A merch, the look of her site and more.
Peri. A. Photo Courtesy of SoCal MagazineAccording to the boutique’s owner, her target market is, well – everyone – and everybody that walks through the doors wants in. She tells us about the countless New Yorker customers that tell her to open a location in New York, “So many New Yorkers come in and say ‘you should open up in New York” according to Arenas, who is actually a former New Yorker, having moved to California just four years ago. And then, there are the men that want her to expand into menswear, “I have so many men that come in and want me to do men, eventually I think I probably will. I will probably gradually go into that, but very small scale.” But as far as plans for the immediate future, Arenas is relying on the store’s not-yet-launched e-commerce site as her pathway for growth and expansion.
“I’m going to be doing a website, that’s enough. Hopefully in [the fall] this will get running, it won’t have everything, we’ll have to start out with 20 brands and go slowly. I’m sure eventually, if it takes off and does well, I’ll have to get a small warehouse somewhere. That’s where the ultimate goal is, to have a very happening website” she says.
If you’re not a resident of Hollywood, be sure to follow Peri.A on Instagram @periarobertson to add some kitsch to your feed and to get notified when Peri.A’s ecomm cite becomes available so that you can purchase some of your very own Peri.A goods.
Photo Courtesy of The Drum
The Quick 10
1. What app do you most use?
2. Briefly describe your morning routine.
Brush my teeth, Coffee, Answer emails, Exercise, Dress, Go to work !
3. Name a business mogul you admire.
4. What product do you wish you had invented?
5. What is your spirit animal?
6. What is your life motto?
What will be…will be!
7. Name your favorite work day snack.
8. Every business/entrepreneur (you pick one, then fill in the blank) must be _____to be successful.
In love with what they do and work really hard…
9. What’s the most inspiring place you’ve traveled to?
10. Desert Island. Three things, go.
Family, hat, Sudoku.
Personally, I am over the top excited that we are on the cusp of turning the page on not only a new year but also on a new 10-year window of opportunities and possibilities!
You may be thinking, whoa…I am just embracing the fall season…yikes… it is tough to think about a new decade!
Yet it is this groundwork, this forward thought that you put in place TODAY that will propel you and lead you into greatness in 2020 and beyond. Designing a new decade rests in your ability to vision, in your willingness to be curious, in your awareness of where you are now and what you most want to curate. Essentially, curating what's next is about tapping into today with confidence, conviction, and decision. Leading YOU starts now. This is your new next. It is your choice.
Sometimes to get to that 'next', you need to take a step back to reflect. Please pardon my asking you to spend time in yesterday. Those who know me personally, know that I created and continue to grow my business based on enabling the present moment as a springboard for living your legacy. So, indulge me here! True, I am asking you to peek into the past, yet it is only in order for you to bring the essence of that past forward into this moment called NOW.
One of the best ways to tap into what's next is to clarify what drives you. To design a new decade, ask yourself this question about the past ten years:
What worked? What were my successes?
Make a list of your achievements big and small. Don't type them, but rather use ink and paper and sit with and savor them. Move your thoughts and your successes from your head, to your heart, to your pen, to the paper. Remember that on the flip side of goals not attained and New Year's resolutions abandoned, there was more than likely some traction and action that moved you forward, even if the end result was not what you expected. Once you have a full list of a decade's worth of personal and professional accomplishments, think about how this makes you feel. Do you remember celebrating all of them? My guess is no. So, celebrate them now. Give them new life by validating them. Circle the successes that resonate with you most right now. Where can you lean into those accomplishments as you power into the decade ahead?
Now comes a tougher question, one that I used myself in my own mid-life reinvention and a question I adore because in a moment's time it provides you with a quick reconnect to your unique inner voice.
If it were 10 years ago and nothing were standing in your way, no fear or excuses to contend with…what would you do?
Don't overthink it. The brilliance of this question is that it refocuses purpose. Whatever first came to mind when you answered this for yourself is at its core a powerful insight into defining and redefining the FUTURE decade. Bring your answer into the light of today and what small piece of it is actionable NOW? Where is this resonating and aligning with a 2019 version of yourself?
Then, based on your success list and your answer to the above question, what is your 2020 vision for your business and for the business of YOU?
Designing a new decade begins as a collection of 3,650 opportunities. 3,650 blank slates of new days ahead in which to pivot and propel yourself forward. Every single one of those days is a window into your legacy. An invitation to be, create, explore, and chip away at this thing we call life. One 24-hour segment at a time.
While you have a decade ahead to work on design improvements, you have the ability to begin manifesting this project of YOU Version 2020 right NOW. Based on exploring the exercises in this post, begin executing your vision. Ask questions. Be present. Let go of 2019 and the past 10 years so that you can embrace the next 10. Position acceptance and self-trust at the forefront of how you lead you. One choice at a time.
Don't get bogged down in the concept of the next 10 years. Instead position clarity and intention into each new day, starting today. Then chase every one of those intentions with an in-the-moment commitment and solution toward living a legendary life!