Froma on Melrose grand opening

Melrose Avenue just got its own gourmet store.  Froma on Melrose had a soft opening two weeks ago and has been getting a steady stream of customers since, maybe people taking a break from shopping for Christian Louboutin shoes or vintage T-shirts to pick up a pound of squid ink trofie pasta, some Arbequina olives, chocolate-covered fleur de sel caramels in an edible chocolate box by Charles Chocolates, an espresso made from Danesi beans or a bresaola, goat cheese and arugula panini from the impressive panini menu -- or even a box of fresh figs from the Santa Monica farmers market.  This morning Froma had its formal opening, where customers could sample the charcuterie and California cheeses (and maybe the duck confit and Camembert panini) with the co-owners.

And who might they be?  Sommelier Francine Diamond, who is from Quebec, and German-born Ca' del Sole executive chef Soerke Peters.  Diamond's husband, Cut steakhouse general manager Matteo Ferdinandi, will be "keeping a close eye" on the place, according to his wife. Diamond's wine expertise will come in handy in the fall, when their pending liquor license will allow them to put in a wine selection and hold tastings.  A little Lambrusco to go with that La Quercia Rossa prosciutto?

Froma on Melrose: Purveyor of Fine Food, 7960 Melrose Ave., Los Angeles; (323) 653-3700, www.fromaonmelrose.com (website currently under construction).  Hours: Monday thru Saturday, 10-8; Sunday, 11-7.

-- Amy Scattergood

Photo by Amy Scattergood

Comments

[patricia ades]

I've lived in the Melrose area for over thirty years. I've seen it before it was the clothing and restaurant hot and hip area. Recently, I've notice qutie a few, in fact more than a few stores that are empty and for lease. At lease 30 stores between La Brea Ave and La Cienega.

[Shawn]

Amy,

Have you ever been to Mel&Rose on Melrose & Kings Rd? They have been there for a while now, and I think I would call it a "gourmet store"

[Jared]

Wow. Great Article!