When New York transplant and fashion publicist Aliza Neidich got together with her childhood best friend Alissa Jacob, who had a background in retail, and decided to open a shop in Los Angeles, they wisely pinpointed the biggest problem facing any Angeleno: traffic. After all, who wants to sit in their car all day trekking from one location to another in search of everything from home goods to the perfect jeans to bold statement jewelry? Wouldn’t it be a dream to have it all housed under one roof? Enter Reservoir, an editor’s wish list come to life. This jewel box of a boutique on Robertson Boulevard is fast becoming a favorite among all the stylish West Coast It girls. What we love most: That the chic ladies behind this operation seem to know exactly how to marry East Coast classic staples with a beachy California vibe. Here, we talk to Alissa, wearing Tory’s Cecilia caftan, and Aliza, in another Pre-Fall 2016 dress, and learn their July 4th plans.
Aliza Neidich: My style leans towards not being too overthought. Jeans, a t-shirt and a leather jacket are staples for me in LA. Jewelry will dress anything up, so I’ll grab my Sidney Garber and layer it on with whatever I’m wearing. In New York, because it can be a bit dressier, I’ll add pumps or fun heeled sandals to amp it up.
Alissa Jacob: I gravitate towards a relaxed look, an oversized cashmere sweater with boyfriend jeans or an Organic by John Patrick slip with a leather jacket draped over my shoulders. I love fun accessories, whether it’s a pair of gold sunglasses from Linda Farrow or jewelry from Anita Ko; I love a good statement piece.
Designer, living or dead, we’d most like to meet…
AN: I would love to be able to sit down and have a conversation with Coco Chanel. Her progressiveness in terms of sportswear and masculine influences is inspiring, and the ability to create the empire she did during a time when women were still very much suppressed feels empowering.
AJ: I would have wanted to meet Oscar de la Renta — he really knew a woman’s body and how to make her feel beautiful.
Our 4th of July plans…
We’re actually spending the holiday together at Aliza’s husband’s family’s house in Wainscott.
And we’ll be packing…
AN: Solid and striped bathing suits, Alexander Wang denim, Ancient Greek sandals, Suno summer dresses, Janessa Leone hat.
AJ: Organic by John Patrick bias slip, Charlotte Stone Morley mules, Zimmermann swimsuit, Koza baja hoodie and Lou jeans from M.i.h Jeans.
Our summer reading list…
AN: I Am Malala by Malala Yousafzai, The Girls by Emma Cline, Buried Alive: The Biography of Janis Joplin by Myra Friedman, Sweetbitter by Stephanie Danler.
AJ: The Girls by Emma Cline, The Nest by Cynthia D’Aprix Sweeney, The Road by Cormac McCarthy.
The inspiration behind Reservoir…
When we first moved to LA, we noticed the need for a great one-stop shop. There really wasn’t one destination you could go to in LA to buy a great, edited selection of clothing, home goods, jewelry, etc, so we sought out to fill that void.
And why LA…
The reason we love LA is actually part of what the problem was with shopping here. The city is such a sprawl, and there are so many different, vibrant neighborhoods that it makes getting more than a few things done in one day nearly impossible. Our concept was to create one stop where you could pick up everything you need, from clothing to home goods to jewelry, bags, shoes, books, etc. all in one place.
Stores that inspire us…
Amaree’s, Warm, Tiina, Wyeth and Colette.
The Reservoir girl is…
Someone who is confident in her style and wants to dress for herself, first and foremost. She’s effortlessly cool and although she knows what she wants, she’s open to trying new things too.
Dream customer…
Diana Vreeland, the ultimate badass.
The Reservoir store soundtrack includes…
Fleetwood Mac, Bob Dylan, “Can You Get To That” by Funkadelic, Nineties alt rock.