Ghiaia Cashmere opens first boutique in Pasadena

The cashmere market is booming in Los Angeles. In addition to Naked Cashmere in Santa Monica and Naadam in Venice and Westfield Century City, The Elder Statesman and Italian brands such as Brunello Cucinelli, a new cashmere brand, Ghiaia Cashmere, has just opened in Pasadena’s chic San Marino neighborhood. 

“After Covid, consumer attention shifted to other subjects, priorities changed and people’s perspectives shifted, and the way of living in a city like Los Angeles became more interesting and attractive,” explained Davide Baroncini, co-founder of Ghiaia Cashmere.

“Cashmere items are precious, they give the impression of having value and needing to be cared for. This is something consumers appreciate today more than in the past. Customers have changed the way they consume, buying less but more consciously. Today, quality and durability are valued more than just a logo”.

Founded in 2019, Ghiaia Cashmere was born in Pasadena, the city where Davide Baroncini now lives.

“Customers have responded well to the idea that my family and I live here,” Baroncini added. “My wife was born and raised in Pasadena, my daughter was also born here. Pasadena has adopted me! Living here gives me the space and pace of life I need to function, be happy and creative. And now, the San Marino space is an investment in shaping the brand and materializing the message I’m trying to share with our community. What’s more, San Marino is perhaps one of the most beautiful places I’ve been in my life – it’s like being in a movie!”
 
Positioned in both the luxury and casual markets, Ghiaia Cashmere draws inspiration from the Pasadena environment, the heritage and multi-layered Sicilian culture, the sea and the Mediterranean landscape to create modern, timeless men’s ready-to-wear designs. A collection inspired by Italy and the American way of style, featuring 100% cashmere pieces such as crewneck sweaters, jogger pants and hoodies, as well as cotton garments including cable-knitted polo, pleated pants, socks and hats and draped button-downs.

For the opening of his first boutique, Baroncini built a space with a central fireplace, creating a cozy sitting area reminiscent of a classic living-room. The meticulously restored terracotta floor adds a touch of nostalgia. Guests can enjoy the charming entrance porch, complete with iron outdoor furniture, for a morning espresso and quiet reading. A café-inspired bar counter invites visitors to linger, and the center of the store is always adorned with fresh flowers.
 
“My intention was to make you feel like at my home,” concluded Baroncini. “The fireplace shelf shows photos of my family, you can park the car right in front of the store, or at the back and having access to a front patio. There is a stove where to cook after hours, table and chairs and a full cafe/bar counter for my guests. It really feels that buying something is secondary, and the experience is not building around shopping, even tho our display and the space allows you to have a wonderful shopping experience.”