A Beverly Hills store with sconces and a 100-carat bracelet
A diamond company opens a luxury store in Beverly Hills, complete with sconces and a 100-carat bracelet.
The story
Norman Silverman, a diamond company, is opening its first standalone store in Beverly Hills, featuring high-end natural diamond jewelry and a focus on private clients.
Source: wwd.com
Our reading
The new Beverly Hills store features hand-painted wall textiles and Italian Murano sconces, which are both expensive and vaguely suspicious in a place that’s supposed to be about diamonds.
It’s not clear if the sconces are for lighting the diamonds or the clients, but the effect is the same: a lot of shine, a lot of space, and a lot of people who probably already know what they want.
The store’s focus on natural diamonds and rare stones feels like a throwback, but maybe that’s the point—after all, nothing says ‘exclusive’ like a 100-carat bracelet that no one else has.
