Courtesy Gabrielle Olya
If Gwyneth Paltrow‘s Goop lifestyle newsletter came to life as a 3-D, tangible place where you could browse her carefully curated wares, what would it look like?
PEOPLE got to find out the answer when we took a trip to Goop’s pop-up storefront, which launched Monday in L.A.’s posh Brentwood Country Mart. While there was (shockingly!) no line to get in, there was a throng of paparazzi eagerly snapping photos of the store’s interior through the window, despite the fact that Paltrow herself was not inside.
To be fair, the store is extremely photogenic. Walking into the two-story shop feels like walking into a friend’s apartment (if your friend has expensive taste and a shabby-chic design sensibility). The first story of the Nickey Kehoe-designed space features a plush blue tufted sofa as its centerpiece topped with a furry throw pillow (for sale for a mere $265), marble end tables, shelves filled with vintage tableware (including an $825 silver teapot), and stacks of Paltrow’s books (of course). On each table sits a perfect bunch of pristine white flowers.
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Courtesy Gabrielle Olya
At the center of the room is a jewelry display case, where women decked out in Lululemon and sipping on Farmshop coffee gazed at a collection of Paltrow-approved necklaces and rings by Jennifer Meyer, Me&Ro and Sarah Chloe, as well as vintage Rolex watches.
“I have my eye on the Sarah Chloe double rings,” says Rachel Riss, a blogger and avid Goop reader who got to the store before doors opened at 10 a.m. “I thought there would be a line and I was actually the first one here! I’ve been following her blog to see when it would open. I’ve been a fan of Gwyneth’s for a long time.”
Fans like Riss are in luck: store also carries all of Goop’s fashion collaboration pieces, including a gorgeous cream long-sleeved Stella McCartney for Goop shift dress for $1,195 and, for the activewear enthusiasts, Beyond Yoga for Goop tops ($77) and bottoms ($99). A single of rack of clothes sits on the first floor, with the second floor housing the majority of the clothes, as well as several Claire Vivier for Goop clutches (below), Restorsea beauty products (because Paltrow swears by their $85 hand cream), and a stack of the book Within by Dr. Habib Sadeghi –- the man behind Paltrow’s “conscious uncoupling.”
The best part of Paltrow’s pop-up store is that if you like what you see, you can take it home with you. “Every single thing in the store is for sale,” a saleswoman told one enthusiastic shopper, who is already carrying a Goop bag full of clothes.
Courtesy Gabrielle Olya
Though we left our shopping excursion empty-handed, if you’re in the market for a deep fryer thermometer or a pair of $299 overalls, don’t miss out on the opportunity to shop Paltrow’s picks, now in store until May 11.
See anything you’d like? Would you want to browse the store? Tell us below!
–Alex Apatoff
