New concept store Reservoir a source for sophisticated L.A. style


Just in time for the holiday shopping season, a new boutique has opened on Robertson Boulevard marrying East and West Coast style.

Reservoir is the concept of New York City transplants Aliza Neidich and Alissa Jacob, and features a well-edited mix of clothing, accessories and home goods with an easy sophistication made for L.A., including Ryan Roche hand-knit sweaters, Denis Colomb ponchos, Ellery sleek crepe dresses and tops, Solid and Striped denim jumpsuits, Madeworn tees, Newbark shearling slides, Dosa patchwork totes and Wendy Nichol fringed leather bucket bags.

“We gravitate toward clothing with minimal, clean lines … things that are easy to slip on and layer,” said Neidich, who has a background in fashion PR.


Home furnishings and gift items have a handmade modern vibe, including leather laptop sleeves by downtown L.A.-based brand This Is Ground, resin wear Champagne buckets by San Francisco designer Tina Frey, wind chimes by Ladies and Gentlemen Studio in Seattle, chairs by L.A.’s Bend Goods, and hand-tufted rugs by Brooklyn’s Cold Picnic.

“When we were curating the brands, we really wanted to support as many local L.A. emerging designers and established designers as we could,” said Jacob, who previously worked in retail, and has been best friends with Neidich since they were 2 years old.

Alison Lou “days of the week” undies, Morgan Lane “Dreaming of Diamonds” eye masks, and jewel-shaped Soap Stones add a touch of whimsy to the merchandise mix. The store also stocks candles, books and magazines.

Reservoir features several exclusives, including an Edie Parker acrylic U.S. map clutch highlighting the state of California, and a cool capsule collection of chokers, chains and cuff bracelets by Sidney Garber, the fine-jewelry collection designed by Neidich’s mother-in-law, Brooke Neidich.

Reservoir’s Robertson location is actually a temporary holiday pop-up open through December to preview the store’s permanent location, opening in 2016 at 3329 W. Sunset Boulevard in Silver Lake. That store is designed to be a “one-stop shop for fashion on the Eastside,” said Neidich.

“This pop-up is actually a blessing in disguise,” said Jacob. “This way, people will see us on this side of town, and when we move they will have a reason to come east to check us out.”


Reservoir, 154 S. Robertson Blvd., Los Angeles, (323) 300-5309, Open Tuesday through Sunday, 11 a.m. to 6 p.m.

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