D’lightful! D’lectible! D’sireable! These are the types of words Jeff Adler uses to describe his new store , D’Lush. The “d’lux beverage joint” recently opened its doors at the Fashion Valley Center to a refreshing welcome.
According to Adler, the store’s chief executive officer, lines were out the door totaling up to 120 people.
The reception was “like oxygen to their lungs,” Adler said.
The concept for D’Lush has nothing to do with the restaurant industry of marketing a product for its nutritional value or the “look,” but targets the emotions and mood of a customer, particularly the “affluent, youth market,” he said.
D’Lush offers a fusion of coffee, tea, juice and ice cream beverages that are served under names like “luscious lemonade,” “hottie chocolate” and “naked angel iced tea.”
“We’re trying to achieve ‘look, feel and taste’ by providing substance,” he said.
Alder said he wanted the presentation of the beverages to reflect a hip and modern attitude of the industry.
Adler added D’Lush should bring a refreshing, “super-modern and super-clean” image to a beverage industry that has gone flat over the years.
The store also serves treats, known as body butter toast, which is toasted brioche bread topped with fresh butter and a choice of eight cream toppings or “dream creams.”
The toast is served in finger-food type portions to encourage sharing and socializing among the customers.
“This kind of food is ideal,” said Adler about accomplishing his goal of bringing people and drinks together, and revitalizing the image of the beverage.
The idea for D’Lush began in New York, three years ago in collaboration between two other business partners. When the partnership fell through, Adler relocated to the West Coast and began working on turning the idea into a business on his own.
Adler said his future plans include an 800-square-foot patio that will wrap around D’Lush and expansion efforts into various locations.
What about Starbucks and Jamba Juice?
“There’s always competition , there’s a Starbucks about 70 feet away from us , it will never go away,” he said.
