Jenna Grosfeld is considering outside the jewellery box.

At The Couture Show in Las Vegas, the L.A. designer will debut homewares under the label Casa Blake, including cocktail napkins, dishes and candles decorated along with her signature Mariner and Nautical Link motifs, starting at $190 retail.

“They’re good gifting items and great on the counter,” says Grosfeld, a lifelong collector of vintage jewelry and ceramics, which fill the jewel box of an office she designs out of in her glam 1936 Bel Air home, whose previous owners included Dean Martin, Tom Jones and Nicolas Cage.

“So many motifs for my jewelry originally got here from ceramics,” she explains, stating a Deco-like pink opaline vase from the ’80s, a shell vase from the ’50s, and a Murano glass bird as examples of things which have inspired her nautical and nature motifs.

Founded in 2014, Jenna Blake mixes colours, stones and historical eras from Art Deco to the ’70s, all the time with a contemporary, casual touch. In 2019, Grosfeld launched e-commerce and moved into wholesale, picking up Neiman Marcus, Saks Fifth Avenue, Elyse Walker, Hirshleifers and Broken English as accounts, amongst others. (Prices are $1,500 to $50,000.) She’s also cultivated a star following, including Rachel Brosnahan, Saoirse Ronan, Brandi Carlile, Reese Witherspoon and podcaster Alex Cooper.

The brand is continuous to expand.

In June, the designer will begin selling on Net-a-porter. And she or he recently launched a partnership with Will Kahn of Will’s Notebook to demystify the art of vintage jewelry collecting. Once a month, they’ll launch a set on Shopify curated around a certain look, creating editorial shots showing the way to wear it, and telling the story of every bit.

“We need to make it more approachable for younger people, and teach them the way to wear it, because wearing vintage jewelry with jeans or a T-shirt is great,” says Grosfeld, who inspires customers by posting photos of herself on Instagram, wearing colourful Elder Statesman sweaters or Chanel jackets along with her own stacked pieces.

At Couture, she’s going to show her latest Eyecon collection of knickknack, paying homage to fashion divas of the ’70s, and bridging the gap between ancient and modern mythology.

“It starts with one piece,” she says, showing off a diamond and sapphire pendant in an abstracted eye motif. It is available in myriad mixtures, mounted on a sequence necklace, a leather cord bracelet, as a pinkie ring, and more.

“It’s more the one and done feel; these are bolder pieces,” she explained of deviating from her signature layered look. Also latest? Palm leaf and double-decker variations on her popular fringe necklaces.

Stone mariner leather cord bracelets are also a fresh style. “You possibly can take your gold stack and add one among these and it’s an important option to incorporate color and casualness,” she said.

Grosfeld can also be making moves within the hospitality space. Her husband is L.A. developer Jason Grosfeld, chairman and chief executive officer of IronGate, who makes a speciality of luxury residential and resort properties, amongst them Costa Palmas on the East Cape of Cabo San Lucas in Mexico, where there may be currently a 4 Seasons Hotel, and an Aman Hotel is under construction.

The duo recently began their very own boutique hotel brand called Casa Blake inside their real estate portfolio, with Aspen and Hawaii hotels under the moniker coming soon, all with a watch toward growing the designer’s vision into a life-style.

The Grosfelds’ 141-room Casa Blake hotel and residence will open in Cabo San Lucas at the top of 2024. “The interiors are so fun, I had an excellent time doing it with Martin Brudnizki. It’s an amalgamation of his style and ours with this whimsical, dreamy beach concept that’s a little bit of a throwback but with a European vibe though it’s in Mexico.”

Grosfeld worked on the textiles, furniture, finishings, even the doorknobs, all the time incorporating vintage collectibles. “It’s very like designing jewelry, mixing shapes, colours, textures, sizes, that’s what I really like doing,” she said. “And I’ve began to notice accounts are buying more into the approach to life and the look. They are saying they need the entire Jenna Blake curation.”