On Tuesday night, La DoubleJ toasted the opening of its first New York flagship in Italian fashion: an al fresco dinner at Casa Cruz.
“It’s a dream come true. And I know that sounds like a cliche, but it’s 100 percent true,” said founder J.J. Martin, Aperol spritz in hand, on the brand’s New York retail milestone. “I honestly have blinked at the building a few times and been like, ‘is that a mirage?’ Because I can’t believe we have five stories on the Upper East Side.”
Coined “the Lighthouse,” the boutique, which was located a few blocks up Madison Avenue, doubles as an energetic hub for guests with sound baths, a self-playing gong, and a three-foot crystal. Of course, the brand’s signature printed wares are also on offer.
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“ The whole theme of the Lighthouse, part of it is literal light — the lightness and all the sculptures,” said Martin. “But at the same time, it’s really just meant to be ephemeral and very energetic with the light. Something invisible. It’s something you feel, and it’s a place to just have your vibration raised,” she added. “I feel like this event tonight is so much like that too, because I have my friends from 24 years ago when I was working in media. It’s such a treat to have all of my oldest, dearest friends here.”
Guests included Lily Rabe, Jenna Lyons, Carolyn Murphy, Amanda Nguyen and a mix of Martin’s former Harper’s Bazaar colleagues, most decked out in an assortment of the brand’s summery prints — including the Casa Cruz servers, who had swapped their usual uniforms for LaDouble J floral aprons. The intimate evening kicked off on the fifth floor balcony with cocktails and tarot card readings, followed by a seated dinner at tables set with La DoubleJ tableware and cushions.
“ I just love to see people light up when they come in,” said Martin, in between greeting new arrivals. “ It’s boiling hot in Milan right now, so this is such a respite. It’s a tonic to be in New York, and have a little spritz out back.”