One of my all-time favourite luxury brands much to my husband's regret (I adore Chanel's bags!) has embarked on a new shop set up with the opening of a mini-boutique in LA's trendy Robertson Boulevard.

The new Chanel 'small shop', which opened to the public last Friday after a lavish, celebrity-attended private party the night before, is decorated in classic Chanel black and white and offers hand-picked ready-to-wear pieces, as well as fine jewellery, gorgeous camelia-decorated accessories and cosmetics, including an exclusive range of eye-catching nail polishes called The Robertson Collection, made up of four different shades named after LA's iconic sites: Melrose (a shocking pink), Rodeo Drive (soft purple), L.A. Sunrise (primary yellow) and L.A. Sunset (warm tangerine).

Given the shop's location in a trendy area frequented by young starlets and wannabes, it has been suggested that Chanel's new strategy aims to attract younger customers; however, the company has strongly denied this.

If the new LA shop is a successful as the company expects, Chanel plans to roll out the 'small shop' concept to locations in London, Paris and Tokyo.

Classic Chanel - Robertson Boulevard shop, LA

Desperate Housewife Nicollette Sheridan
at the shop's private opening party
29th May 2008

Pictures: www.wireimage.com