AME opens its flagship store in Los Angeles

Ame celebrated the opening of its flagship store at Westfield Century City Mall in Los Angeles, California, earlier this month.

Launched in 2018, Ame is a modern fine jewelry brand under the creative direction of Elinor Avni, whose collections "are designed to break free from tradition, allowing diamond jewelry to be worn with freedom and personal style," according to a news release. The firm emphasized it only uses lab-grown diamonds in its jewelry creations.

Alex Popov, Ame's CEO, said: "The opening of our LA store marks the first permanent opportunity to reach our customers and invite them into this shared vision of what jewelry's retail potential can be. Westfield Century City is a luxury hub for Los Angeles natives, as well as a key consumer tourist destination in the region, making it the perfect cross-section to engage our global audience."

Avni said: "I had long noted that women were craving uniquely designed diamond jewelry that would not only allow them to express their individual sense of style, but could also be worn in an everyday context. The store's unique environment reflects that vision."