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content | jan/feb 2012 issue | web articles Support for Yerevan is provided by: IceLink Unveils Melrose Boutique

apl.ae.ap and Taboo from the Black Eyed Peas with IceLink owner Andy Sogoyan. See More The musicians entertained guests with their sets in the VIP grand opening. text by MANOUK AKOPYAN Although fine watch manufacturer IceLink is headquartered out of Geneva, Switzerland, has a factory in La Chaux de Fonds and global presence in Spain, Singapore, Hong Kong, Dubai and Russia, they were still missing a physical element to their brand – namely a boutique – in the United States. Problem solved. On January 11, 2012, IceLink officially unveiled their Los Angeles flagship boutique in a very private, posh and star-studded VIP grand opening, one of which featured Taboo and apl.ae.ap of the Black Eyed Peas taking turns spinning as guests partied the night away. Located on the trendy row of restaurants and boutiques on Melrose, the new store is not your ho- hum, traditional jewelry shop, but more of a lifestyle destination. The second level of the boutique features a chic-setting with a panoramic balcony facing Melrose, complemented by an exterior bar and lounge area. Over the years, the biggest names in entertainment – Kobe Bryant, Paris Hilton, Sylvester Stallone, Khloe Kardashian – have sported IceLink’s Swiss watches and luxurious bracelets, earrings, newsletter signup cufflinks and even diamond encrusted cell phones because of it’s unique and distinct look. The company, founded by Andy Sogoyan in 2004, has also sponsored several athletes, including soccer E-MAIL star Yura Movsisyan and world champion boxer Vanes Martirosyan. Since its inception IceLink’s signature-patented 6Timezone – which has over 1,000 different variations – has been the companies most sought after and sported piece. For 2012, they will be launching the Zermatt collection, which offers a special ILMM1 mechanical movement that powers all five time zones simultaneously, and while the owner sets one time zone, it automatically sets the others too. As for the grand opening, celebrities walked across the black carpet and into the boutique as paparazzi feverishly took pictures. Inside, they were treated to cocktails and hors d’oeuvres as models elegantly wore their pieces. “Our grand opening event gave us the opportunity to introduce our non-traditional boutique to trendsetters and jetsetters alike,” Suzy Sogoyan, Director of Brand Development at IceLink, told Yerevan Magazine. “IceLink is always thinking out-of-the-box and we’ve proved it again with our multi-level lifestyle boutique. We live in a city where people crave excitement so we want to offer shoppers something extraordinary.” Notable guests of the night included Shenae Grimes (90210), Pia Toscano (American Idol), Lance Bass (‘N Sync), Stephanie Pratt (The Hills), Amber Lancaster (MTV’s Hard Times of RJ Berger) ,Cassie Scerbo (Bring it on, Make it or Break It), Janina Gavankar (HBO’s True Blood), and Kyle poll Richards (The Real Housewives of Beverly Hills), who came to celebrate her birthday in style. Sorry, there are no polls available at the moment.

converted by Web2PDFConvert.com The IceLink Boutique is located on 666 North Kilkea Drive, next to Fred Segal Melrose. They are open weekdays from 11 a.m. – 7 p.m. and Saturdays from 11 a.m. – 4 p.m. For more information, visit IceLinkTV.com or their Facebook page here. [email protected]

Suzy Sogoyan and Andy Sogoyan

Stephanie Pratt and Amber Lancaster show off their IceLink watches Your Trusted Source for News From Armenia

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