Luxury jewelry now comes with a side of theatricality
A Beverly Hills store renovation adds drama and exclusivity to the shopping experience.
The story
David Yurman reopened its Beverly Hills flagship store after a renovation, emphasizing luxury materials and exclusive designs for California customers.
Source: wwd.com
Our reading
The Beverly Hills store now has a glass facade inspired by the Pacific Ocean, which is nice if you want to feel like you’re shopping in a wave. The private consultation area is behind a glass wall with the brand’s signature Cable motif, which is also nice if you want to feel like you’re being watched by a piece of jewelry.
The exclusive designs include diamond-set necklaces and gemstone skull rings, which are perfect for people who want to look like they’ve just stepped out of a movie about wealthy people who are also very into symbolism.
The store’s redesign is meant to ‘bring more theater,’ which is a fancy way of saying they want you to feel like you’re in a play where the only thing you’re buying is a sense of superiority.
