\t\t\t\t\tThe Vault by Sita 1910 at The Beverly Hills Hotel (the yellow and red piece is by London artist Tim Ryan).<\/span><\/p>\n \t\t\t\t\t\t\t\t\tCourtesy<\/cite><\/p>\n<\/figcaption><\/figure>\n<\/div>\n \n\tWhile department stores and established retailers struggle to meet sales projections \u2014 with former behemoth Fred Segal permanently closing its doors in 2024 \u2014 Soler\u2019s two \u201cspaces,\u201d as she prefers to call them (and private showroom headquarters available by appointment only), are making noise with deeply curated merchandise she refers to as \u201cexquisite or essential.\u201d Sita 1910\u2019s success is surprising, given that she is not online, eschews social media, asks that visitors do not take photos or post anything without permission, refrains from offering sales or discounts, and refuses to let spreadsheets dictate her buying patterns.<\/p>\n \t\t\t\t\t\t \t\t\t\t\tSita 1910 at The Peninsula Beverly Hills<\/span><\/p>\n \t\t\t\t\t\t\t\t\tCourtesy<\/cite><\/p>\n<\/figcaption><\/figure>\n<\/div>\n \n\t\u201cOn paper, we shouldn\u2019t survive. We\u2019re surviving because we have a tight-knit community of designers,\u201d says Soler, who began her career designing handmade greeting cards. \u201cThe thinking in retail is typically, how fast can you get it to me and how fast will it sell?\u201d Instead, Soler is more concerned about nurturing long-term relationships with her creators and clients. \u201cIt\u2019s not easy, but it\u2019s a more powerful way of working with the retail formula,\u201d she adds.<\/p>\n \n\tSoler, who\u2019s of Peruvian descent, launched her business in 2021 and named the stores after her grandmother Rosita. It caters to everyone from influential women on Wall Street and Silicon Valley to stylists, interior designers, style<\/a> enthusiasts and celebrities, many of whom come to quietly indulge in personal shopping for themselves or with their families in a private refuge that\u2019s safe and familial. \u201cOur guests and patrons already have it all, but it\u2019s not about being rich \u2014 they\u2019re evolved, unfussy and don\u2019t believe in seasons or trends,\u201d she adds. \u201cThe focus here is around personal style, not fashion trends.\u201d<\/p>\n \t\t\t\t\t\t \t\t\t\t\tEstate jewelry at Sita 1910 and The Vault by Sita 1910<\/span><\/p>\n \t\t\t\t\t\t\t\t\tDan Simantov<\/cite><\/p>\n<\/figcaption><\/figure>\n<\/div>\n \n\tAnd this philosophy is evident in the creators and brands Soler collaborates with, the majority of which are hidden gems, including Letanne, a mother-daughter duo from Paris specializing in hand-knit pieces, and Tim Ryan, a London-based artist known for his one-of-a-kind, ready-to-wear fringe designs.<\/p>\n \n\t\u201cThe industry norms and demands that can weigh so heavily on small businesses [like ours] are not part of the picture [with Cio] at all,\u201d says Ryan. \u201cIt\u2019s all about her personal passion and her willingness to share that.\u201d<\/p>\n \t\t\t\t\t\t![\"\"](\"https:\/\/www.hollywoodreporter.com\/wp-content\/themes\/vip\/pmc-hollywoodreporter-2021\/assets\/public\/lazyload-fallback.gif\")
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