New Boutique Has Insider Edge

Most retailers feel that they bring a unique quality to their specialty stores. Michelle Dalton Tyree, however, is betting on her fashioninsider status to help set her new Los Angeles boutique Iconology apart.

Dalton Tyree has a decade of fashion journalism under her belt, most recently as the West Coast retail editor for Women’s Wear Daily. Iconology will be one of three boutiques in Los Angeles to offer Karl Lagerfeld’s highly anticipated, self-named contemporary line. The boutique, located at 353 S. La Brea Ave., also will offer such high-profile fashion labels as Zac Posen, contemporary label Paige Denim and whimsical lifestyle brand Tokidoki.

Dalton Tyree, who financed the start-up with personal loans, opened the 900-square-foot shop with her sister, Jacqueline Dalton, a fashion designer. They held an opening celebration March 24, where guests, including Collection Bebe stylist and Academy Award–nominated costume designer Arianne Phillips, sipped Belvedere Vodka.

Dalton Tyree said that she received no special favors because of her former career. But fashion wholesalers who recalled her name from her journalism career felt comfortable taking a gamble on her nascent operation.

While the sisters had never owned a store during their careers, Dalton Tyree believes she served a long apprenticeship—reporting on fashion for 10 years, the last two covering some of the biggest names in West Coast retail. “You get to see what’s missing in the market,” she said of her former career. “You see the inside information. After a while, I thought I could do this myself.”

Los Angeles–based Chimera Designs shaped the deacute;cor of Iconology with Baccarat crystal sconce wall lamps in dressing rooms, two chairs upholstered with Missoni fabrics and a wall bearing such fashion edicts as “A woman who doesn’t wear perfume has no future,” which has been attributed to Coco Chanel.

While Dalton Tyree is banking on her insider knowledge, she said that success is guaranteed for no one.

“We put our heart and soul into this,” she said. “We hope it’s a huge success and not a flop.” —Andrew Asch