Lulu Frost’s New NoLita Store Blooms With Meaning

by Wendy Sy Photographed by Vlasta Pilot/
Friday, July 21, 2017

It was a serendipitous, spur-of-the-moment decision to open the Lulu Frost flagship store in NoLita. About a month and a half ago, the jewelry brand’s founder and designer Lisa Salzer-Wiles took a walk around the neighborhood and came across 7 Prince Street. “It happened all of the sudden,” said Salzer-Wiles of the quick yet thoughtful planning process. “I felt a good vibe about the space. It’s right between the New Museum and Soho, where you have a mix of tourists and locals walking by day in and day out.”

To toast its opening, Salzer-Wiles hosted a cocktail party last night with film and television florist Tess Casey and writer and model Elettra Rossellini Wiedemann. The interior of the space, designed by San Francisco-based Katie Martinez, features a do-it-yourself jewelry bar where you can customize pieces with an ever-changing selection of vintage and antique charms, dating from 1860 to 1980.

Salzer-Wiles’ love for storytelling is apparent through her creations, which are each meant to convey a hidden meaning. “It’s all about people connecting to something personal, whether it is how many children they have or their anniversaries,” said the designer. For the CODE Words collection, wearers can customize earrings, rings, necklaces and cuffs using gemstones that each represent a letter (for example, S is for sapphire, A is for amethyst). Two rings on Salzer-Wiles’ right hand spell out Sage Pearl, a self-given nickname. “It helps me remember what I’m doing in life and to stay wise and focused.” 

She also sported Scorpio and Cancer motif rings from her Zodiac collection to represent her astrological sign and her husband’s, respectively. Next to those, is an opal, seed pearl and gold ring Salzer-Wiles received from her grandmother, Elizabeth Rock Frost, who worked in the estate jewelry business for more than four decades.

Exclusive to the store are new styles from the Lulu Frost Plaza collection. In 2005, when the hotel was closed for renovation, Salzer-Wiles purchased the bronze letters and numbers that once decorated its doors. For the past ten years, these designs have been casted and replicated in Brooklyn in the same manner as the original and made into necklaces, earrings and bracelets with a variety of chain options, from brass to freshwater pearls.

Towards the back of the store is the flower bar—inspired by the Victorian era—created in collaboration with Casey. Just like the jewelry, the blooms each represent a special meaning. Upon creating an arrangement, you’ll receive the Frost-Casey “Language of Flowers” decoder booklet. Inside, there includes the calla lily that symbolizes “love and delicacy” and the striped carnation, which may perhaps be the nicest gesture to turn someone down, as it means “I’m sorry, but I’m just not that into you.” 

“I created a garland outside the store with mint, for new beginnings, poppy, for joy, and figs, for friendship,” said Casey. The duo became close friends after meeting on the set of Sex and the City, as both had their work featured in the movie. 

In addition to the Lulu Frost studio headquarters in the Flatiron district, jewels from the brand are sold via e-commerce. “Opening a store during a time when retail is tough is part of the reason why I wanted to do it,” said Salzer-Wiles. “It’s something special to reignite people’s passion to come in a store and shop.”


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