By Hannah Connorton
Todd Reed’s palladium cuff features 24.24 carats of fancy-cut diamonds.
Scottsdale, Ariz.--Designer Todd Reed is opening a store on Abbot Kinney Boulevard in Los Angeles this September that will carry a range of jewelry but primarily will serve as a men’s boutique.

Todd Reed Marketing Manager Liz Kantner said Monday at the Centurion show that the new shop, the brand’s second location, will be more of a showroom than a retail location.

Bench jewelers and a showroom will occupy the first floor of the store, while the second floor is intended to be a private selling environment with a lounge-type feel. Construction on the location begins in June, and Kantner says the brand is anticipating a September opening.

New hires will likely staff the store, as the Todd Reed company is based out of Boulder, Colo.

Todd Reed is aiming for greater brand awareness with the opening of the new shop, and its location on Abbot Kinney, an up-and-coming shopping destination in Venice Beach, Calif., will put it in the neighborhood of high-end stores such as Fred Segal.

Jewelry brand Alexis Bittar and Kamofie & Co. also have stores on Abbot Kinney.

Kantner said the brand also is expanding its current shop in Boulder.

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