Iconology Closes Shop
When it opened in April 2006, Iconology seemed to usher in a new guard of upscale specialty retailer on South La Brea Avenue.
Now, founder Michelle Dalton Tyree is confirming that the store closed quietly in late October.
Launched by Tyree, a former fashion journalist, and her fashion designer sister, Jacqueline Dalton, the 900-square-foot store at 353 S. La Brea Ave. in Los Angeles stepped into the retail ring with immediate clout.
Packed with a mix of contemporary brands and exclusive designer labels, Iconology paired Rich & Skinny jeans with designer labels Karl Lagerfeld, Oscar de la Renta, Behnaz Sarafpour and Zac Posen.
“When we opened, we felt like there was a need in Los Angeles for a mix of both high-end and contemporary designers,” Tyree said. But in the last year, the retail climate has changed dramatically, she said. “Consumers just aren’t willing to shell out for luxury goods. They vote with their dollars, and on a dollar level, they still want denim and contemporary goods. They just are not spending the same way on luxury goods.” Another stumbling block the sisters faced was a street pocked by empty store fronts. “That was one of our biggest hurdles: having a high level of designer goods while being sandwiched between empty stores. There is tremendous potential on La Brea; we just couldn’t wait for it to turn around,” Tyree said.
In the end, “We had to make the sad decision to close,” Tyree said, rather than move the store or change Iconology’s retail concept. While they are dealing with the logistics of the store closure, Tyree isn’t washing her hands of fashion just yet. “We will emerge into something else,” she said.—Erin Barajas
