The wonderful world of C. Wonder

It’s easy to spot C.Wonder among the ever-changing landscape of stores that populate Lenox Square. The lime lacquered doors simply will not be ignored. Add the classic Motown tunes and the eclectic preppy vibe of say, skinny stretch jeans in rainbow bright colors, and it feels like you’ve stepped into a different world — which is, of course, the goal.

“Retailing had gotten so stale. The idea was to not take ourselves too seriously,” said company president, Amy Shecter. That approach translates into a head-spinning assortment of merchandise — and while it is fun stuff, it is the prices that will leave most shoppers gleefully parting with their plastic. The average cost of these hip duds and doodads is $40, with the highest price tag of $250 reserved for what? A candy-colored C. Wonder City Bike.

“Our goal is to surprise and delight women,” Shecter said. Done and done, according to consumers in New York state where three of six free-standing stores are located. The Atlanta store, which opened in August, marks the brand’s debut in the South. Company executives hope C. Wonder’s playful and colorful take on lifestyle goods will resonate with local women.

“Atlanta was a great destination in the South,” said Shecter on the eve of the shop’s grand opening. “We are delighted to be in a location where [women] love color. We wanted to bring that…and appeal to all types of women.”

For all the fun and surprise the company hopes to bring to consumers, when founder J. Christopher Burch — the retail kingpin behind almost 50 brands — launched his newest baby, at least one woman was not amused. Burch is the ex-husband of Tory Burch and a company board member.

According to a story in New York Magazine, when the fairer Burch visited the New York City flagship of C. Wonder after hearing how much the brand resembled her line, she was shocked. Burch found himself fending off accusations (mostly in the media) that ranged from trademark infringement to schadenfreude.

Today, Shecter says all that business is in the past.

“We think it has gone away,” she said. “[C. Wonder] is a year old. [Burch] was a co-founder of Tory Burch, but we are a completely different company. We have our own style aesthetic, price point and categories. This is redefining luxury. It is a place to buy beautiful product at an incredible price.”

And Shecter should know since she is a former Tory Burch executive.

Anyway, in the fashion world — where everything new is old — how to prove that C. Wonder’s twist on the classics is infringing on Tory Burch any more than any other brand?

C. Wonder’s particular alchemy begins in accessories, where customers will find classic structured leather satchels for $198, or the best-selling nylon “C” logo totes starting at $58. Shoes include $98 cap-toe ballet flats, suede platform booties for $148 and $18 flip-flops.

Stretch jeans start at $78, with printed or colored versions costing a bit more. A tipped cardigan with gold “C” buttons rings in at $68, while an eye-catching metallic anorak is $178. Silk button-up shirts for $128 are not to be missed, especially the ones with stripes or birds in flight. Tees, a sprinkling of dresses from mini to maxi, and shorts round out the apparel selections.

From there, move to the jewelry and let the blinging begin with statement necklaces and earrings in the $28 to $68 range. At the charm bar, design your own charm bracelet with a $28 bracelet and charms averaging $15.

Personalization is a hallmark of C. Wonder where you can have almost everything monogrammed. For hard goods, C. Wonder handles the personalization right up front with initial bracelets, $48, and reversible leather belts ($48) with initial buckles (starting at $28).

The rear of the store houses the home and decor items, where dinnerware and flatware sit next to decorative jars, plates and lacquer trays. Picture frames, pillows and throws, sweet smelling sachets and wall art are all part of the mix. Even dogs have their day at C. Wonder, with collars and bowls, while techies will appreciate an entire wall of electronic accessories. The $78 roller skates will leave you reminiscing about Saturday afternoons at the rink.

To demonstrate that “C” really stands for customer, the spacious C. Wonder dressing rooms feature help buttons, along with mood lighting and mood music that can be selected by the shopper. Customers can check out anywhere in the store. Store associates carry mobile point-of-sale units and can grab receipts from any of five kiosks where tissue paper, boxes and bags are stored for wrapping purchases.

With plans to roll out 300 stores worldwide in the next six years, C. Wonder may soon be C. Standard, so enjoy it now while the wonder is real.