David’s Shoes in Beverly Hills, Calif., may sit in the middle of one of the country’s priciest shopping districts, but according to co-owner David Jassem, the store is anything but pretentious.
“We’ve been here 26 years and are a neighborhood store,” said Jassem, who founded the business in 1988 with his wife, Jeanine. The two have curated a footwear offering that includes Loeffler Randall, Aquatalia, Freebird, Joie and A.S. 98. New for spring ’15 is Kanna, an espadrille collection from Spain, retailing for $150.
While Jassem said the store doesn’t typically cater to a celebrity crowd, it has built a clientele of agents as well as the wives of directors and producers. “She wants something fashionable but wants to spend $250 rather than $1,000,” said Jassem about his customer base. He did reveal, however, that Kyle Richards of “The Housewives of Beverly Hills,” who has her own nearby boutique, Kyle by Alene Too, has shopped his store. Natalie Cole is also a customer.
Must-have spring looks, according to Jassem, include jute-covered wedges, a nod to the classic espadrille, and Western-inspired booties, which, he said, work with shorts and skirts of all lengths. He also noted that “white’s a fashion color for spring.” He has stocked a selection of styles in the new neutral.
On-trend footwear isn’t the only thing that drives traffic to the store. According to Jassem, customers stop by to sample his wife’s baked goods. “She’s [become] well known as a baker,” he said, bringing in something new to sample every day. “People ask for her recipes.”
Customers can now also shop David’s Shoes in Calabasas, Calif., with the recent opening of a 600-square-foot shop-in-shop in M. Frederic, a Southern California clothing chain.
Although David’s Shoes may not have the vast selection of department stores or online retailers, it can quickly react to a trend. “The independent retailer can be very flexible,” said Jassem. “We can change on the fly.”
David’s Shoes is at 373 N. Bedford Drive in Beverly Hills.