David Yurman unveiled a new look for its Rodeo Drive flagship in Beverly Hills.

The American luxury jewelry brand renovated the 2,717-square-foot boutique at 371 North Rodeo Drive as part of a broader strategy to elevate the brand’s presence in key markets.

“It just felt as if it was the right time to reinvest and recommit to that part of the world,” said Colin Browne, president and chief executive officer of David Yurman, which first opened the location nearly 20 years ago.

The Beverly Hills project follows the opening of the brand’s Miami Design District flagship in 2025. David Yurman also recently revealed plans to open a three-story flagship on Fifth Avenue in New York in 2029.

Designed by Italian architect Andrea Tognon, who also worked on the Miami location, the Beverly Hills store draws inspiration from Southern California’s landscape and the artistic backgrounds of founders David and Sybil Yurman.

The store’s footprint remains largely unchanged, according to Browne, with the investment focused on creating a more elevated retail environment. The redesign features limestone, natural stone, wood and onyx, along with a glass facade inspired by the Pacific Ocean. A private consultation area is located behind a glass wall featuring the brand’s signature Cable motif.

“It brings more theater,” Browne said, adding that the redesign will enhance the shopping experience.

California is a key market for David Yurman, with eight stores in the state, plus an outlet in Cabazon. The state has personal significance for the founders, who spent time there as young artists in the 1960s.

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