Los Angeles, California (PressExposure) April 24, 2013 -- Two New York fashion houses, Sherel's Hats & Accessories and Design by Flora, have joined forces to create an upscale hat and wig boutique catering to women with discerning tastes.
The ultra modern, 1,800-square-foot space, along with a styling salon and a private room for the ultimate VIP experience on the second floor, is located at South La Brea Avenue and 3rd Street and will be the West Coast flagship for both businesses with its official Grand Opening on May 6.
Sherel's is a favorite stop of Katy Perry, Hilary Duff, Blake Lively, Betsey Johnson, Mischa Barton and the cast of The Carrie Diaries.
The A-List celebrities have become fans of self-described mad hatters, brothers Tomer and Omri Amar, who are expanding the business founded by their parents in Brooklyn more than 25 years ago.
The quality and workmanship of every Sherel's creation is apparent. Each piece is finished by hand on antique sewing machines, mirroring the craft of hats made over a century ago. Some styles require more than 100 distinct steps to produce.
The Boutique will offer couture and casual designs as well as accessories such as head scarves, pre-tied bandanas and headbands for women and children.
Design by Flora is known by women worldwide for its use of the highest quality of all natural, virgin European hair. Designer Flora Shepelsky's patented wigs, falls and toppers are worn by celebrities, socialites and fashion-forward women. Flora also offers hair enhancement and replacement solutions for those with fine or thinning hair. Following Flora's footsteps her son Joshua, and her daughter Sabinne, have joined the family business.
With her husband David, Flora enjoys not only running a successful business but also feeling the satisfaction that comes with transforming women's lives. The Los Angeles store houses hundred's of fully customizable pieces in every length, color and style and luxury clip-in hair extensions. Design by Flora can also create any hair solution of choice with handpicked virgin European hair.
The Grand Opening will take place from 10 a.m. to 6 p.m. on May 6 at 300 South La Brea Avenue and is open to the public. The Ribbon Cutting Event will take place at 1 p.m.
All merchandise on that day will be discounted 10 percent. Those who sign up for the mailing list will receive a free wig band.
Women will have the opportunity to win a wig valued at $3,000 by filling out an entry form in the store from April 25 through May 29. The drawing will take place on May 30th.