Theodora & Callum Sets Up Shop in East Hampton
by amanda weiner
Accessory label Theodora & Callum is innately intimate: The line, named after cofounders and designers Desiree Gruber and Stefani Greenfield’s children, is a personal representation of family, friendship, and a passion for travel, translated through exuberant prints and easy, eclectic styles. “Every day is a new journey,” says Greenfield. “Theodora & Callum is our own creative factory that celebrates the people we know and the places we go, and whatever we’re vibing on that moment in time. It’s really about our own passions.”
With their bon vivant aesthetic, the Hamptons was the perfect place to open the line’s first permanent location, after a pop-up shop within Stuart Weitzman last summer. “The Hamptons represents the best of our brand,” says Gruber. “It’s relaxed but focused. People come here to be in a different state of mind. We wanted to create a store for them to find new accessories to adopt into their wardrobe that help them on that journey and help them feel great.”
The store reflects the women’s global lifestyles. Located next door to Hamptons’ hallmarks Jennifer Miller and Eres, the boutique is designed to transport wearers from city life to the beach, and then carry that aesthetic beyond the East End with a selection of accessories such as Theodora & Callum scarves, caftans, jewelry, and swimwear. There are also some exciting new initiatives developed for the store: String bikinis in Theodora & Callum prints will be sold exclusively at the East Hampton boutique this summer, along with Lucite coasters created with Alex von Furstenberg, and nail polish previously developed with Essie, which will be a giveaway in a gift bag with purchase.
The shop also represents a larger dedication to the Hamptons community, with plans to host events throughout the season for charity partners Every Mother Counts and Joyful Hearts Foundation.
While looking forward to a summer of sun and basking in a successful first year (the brand launched in February 2011), Gruber and Greenfield also work together on a number of fashion-based TV and online projects, such as Curations, a show on HSN that showcases Greenfield’s designs, and an ongoing segment on NBC’s Today. Gruber, the classicist of the two, manages the business side of the brand, including press, celebrity dressing, e-commerce, and branding, while Greenfield, the self-proclaimed bohemian, designs the collection with her team. “We have a lot of the same ideas on traveling and the inspiration you gain from exploring other cultures,” says Gruber. “Stefani’s team is dedicated to designing and translating our inspirations, such as a great Greek key, Turkish style, or other inspirations from Navajo to Brazil.”
“It’s a very soulful collection,” says Greenfield of the latest offerings from Theodora & Callum. “It has a free spirit that is derivative as a confident women.” 55 Main St., East Hampton, 527-7111
photography by Michael Filonow; makeup by vensette