By Michelle Graff
An outside shot of Fox’s Seattle, which is located in the Fairmont Olympic hotel. The jeweler’s new Todd Reed Boutique occupies about 12 feet of space and is located in the rear of the store.
Boulder, Colo.--Todd Reed and Fox’s Seattle both are trying something new.

The Todd Reed Boutique at Fox’s Seattle is set to open Friday and will have the biggest selection of Todd Reed jewelry outside of the brand’s stores, which are located in Boulder and Venice, Calif. It will be a mix of purchased merchandise and memo.

For Reed, it is the first store-in-store at an independent jeweler, and it is also the first shop-in-shop in the 104-year history of Fox’s Seattle.

Reed said a branded shop within a jewelry store is something he’s been wanting to do for a number of years.

Fox’s Seattle is a match for his brand, both in terms of the store’s aesthetic and the direction the owners want to take the business. In addition, the Northwest is a strong area of the country for the Todd Reed brand, he acknowledged.

20160816 Reed-cuffTodd Reed’s Westside collection cuff in 18-karat yellow gold and patinated silver with overlapping bands of brilliant-cut diamonds. Fox’s Seattle will stock about 150 pieces in its Todd Reed Boutique, with another 150 being brought in for the grand opening weekend.
A man named Harry Fox opened what was once called Fox’s Gem Shop in 1912, later selling the business to Herb Meltzer, who eventually sold it to his store manager, Sid Thal. As the story goes, Thal and his wife Berta kept the Fox’s name because they couldn’t afford to repaint the sign on the door.

The Thals passed the business down to their daughter Joy Thal and her husband Chai Mann, who began to establish the store as a place for one-of-a-kind pieces, with an emphasis on jewelry designers known for their craftsmanship and quality.

Fox’s Seattle’s Director of Operations Courtney Teddy said the store was one of the first to start carrying Alex Sepkus, whom Chai Mann brought on board, sells Gurhan and is the only jeweler in the area to carry Mikimoto’s couture collection.

“We want to be the store that you can only find that certain piece here,” she said. “You come and there’s something you see that you’ve never seen before and you can’t find just anywhere. That’s really the direction we’re going.”

The store’s aesthetic, meanwhile, is a blend of rustic and modern, Teddy said.

Fox’s Seattle is in the Fairmont Olympic hotel, which is a historic landmark and has been open nearly as long as the store itself. It is decorated with objects found in nature, including geodes, and is designed to feel comfortable, not cold, Teddy said.

“It’s definitely,” Reed said, “an inspiring collaboration.”

He said his brand plans to open three store-in-stores in total, and will assess the addition of more branded shops after they see how these initial locations perform.

The Todd Reed Boutique grand opening weekend is scheduled to kick off with a cocktail party Thursday evening that Reed will attend in person.

It continues Friday and Saturday and includes a “bling cam,” a camera set up specifically for close-up shots of jewelry. Attendees wearing Todd Reed can take their wrists and fingers for a stroll on a mini-red carpet and share the images on social media.

And, of course, no modern-day event would be complete without its own hashtag: #toddreedatfoxs.

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