Along a two-block stretch of South Robertson Boulevard, Mayor Sharona Nazarian led a group of over two dozen people from one storefront to another, shining a spotlight on the area’s many small businesses.
The event, held on the afternoon of June 4, was the second in her “Spotlight with Sharona” series, one of her mayoral initiatives that showcases the entrepreneurs of Beverly Hills.
“Beverly Hills has such a diverse tapestry of business locations, and we really want to revitalize and bring to everyone’s attention the different areas that exist,” Nazarian told the Courier. “South Robertson has so many unique shops that are truly gems in our community.”
The first “Spotlight with Sharona” took place on April 23 at Novikov, an Italian-Mediterranean-inspired restaurant on Canon Drive, and had a sold-out crowd of 150 members of the community.
On June 4, the group visited Monogrammit, Specialty Hardware & Plumbing, Lodge Bread, LaserAway and Toppings Yogurt.
Eric Walsingham, the general manager of Lodge Bread, a bakery and eatery that specializes in sourdough bread, noted that spotlighting local shops is critical to letting residents know about places they may not be aware of.
“Sometimes you go to a neighborhood that you haven’t been to before, and there’s a lot of hidden gems that maybe don’t get amplified like they should,” he said. “It’s great for people to know what places are good.”
At Lodge, the group was treated to samples of the restaurant’s sandwiches, bread and cinnamon rolls.
Monogrammit, a boutique that specializes in high-end custom monogramming, opened on South Robertson in 1984 and has since had three owners, all of whom have been women.
The current owner, Elisa Nassirzadeh, noted the importance of the mayor’s initiative for business owners such as herself.
“As we all know, things have changed after COVID-19, and supporting and being there for small businesses speaks loud to me, since I am one of them,” she said. “I am a big advocate for women small business owners, who are my heroes … [Nazarian’s initiative] will help tremendously.”
As the event’s attendees strolled south from Charleville Boulevard toward West Olympic Boulevard, some noted that they were learning about new places to visit in the future. Iman Wims, who lives in Los Angeles, said she heard about the event on social media.
“Every time I come to Beverly Hills, I usually head to Rodeo Drive,” she said. “I never even knew [Robertson had] this little strip. And I like to explore different places … I’m really liking this street. It’s really cool. A lot of small businesses, and I definitely will be coming back over here.”
Sheryl Spiegel, a resident of Beverly Hills, said she heard about the event from the Courier and that, like Wims, she was learning about new businesses. Spiegel said she’d heard of Lodge but did not know the eatery specializes in sourdough bread.
“[Lodge] was amazing,” she said. “I always knew that sourdough had the low glycemic index and low gluten, but I didn’t know that their whole place was all sourdough.”
Spiegel added that small businesses are critical to maintaining the charm and character of Beverly Hills.
“They keep the flavor of the neighborhood and keep the whole spirit of Beverly Hills, so it does not turn into a big, boring strip mall,” she said.
Jason Crystal, the owner of Specialty Hardware & Plumbing, which specializes in contemporary plumbing fixtures and door hardware imported from international locations such as Holland, Italy and Switzerland, told the group that while residents of the neighborhood often come into his store, he was thrilled to spread the word even further.
“Most of the people who live in and around this area have walked past this store,” he said. “Some have popped in, some possibly have no idea that we’re even here. So, I appreciate that Sharona has come by to let a lot of people in the city of Beverly Hills know that we are actually here.”
Nazarian told the Courier that her initiative is intended to uplift all residents of the city, as successful small businesses have a ripple effect.
“I believe that it’s a cycle,” she said. “When our businesses succeed, we succeed, and we’re able to provide the services that are vital to our community … and that, in turn, supports our quality of life.”
The next “Spotlight with Sharona” will be held in July.
