Majors

Lessons in Creating a Retail Experience from David Yurman

MajorsDec 19, 2019

Lessons in Creating a Retail Experience from David Yurman

President Carol Pennelli weighs in as the brand unveils its new Manhattan flagship.

20191219_Yurman1.jpg
David Yurman’s new Manhattan flagship located at 5 East 57th St. features vintage-furniture-adorned private sitting areas for custom design consultations.

New York—David Yurman has moved its Manhattan flagship to a ritzy new block off Fifth Avenue, just in time for holiday shopping.

Earlier this month, the store opened its doors at 5 E. 57th St., where it neighbors the likes of Saint Laurent, Burberry and Miu Miu, and sits across the street from Tiffany & Co.’s currently under-construction flagship.

It’s roughly six New York City blocks south of its prior Madison Avenue location, but a world away in retail clout.

The former Manhattan flagship is near the beleaguered Barneys New York and its bright red going-out-of business signs, while the new David Yurman store is a stone’s throw from Bergdorf Goodman and ancillary to the iconic Fifth Avenue tourist shopping mecca that begins at the southeast corner of Central Park.


The three-level store features glass handrails to contribute to an overall lightness and openness. The second level houses high jewelry, some of which can be seen here.

“[The flagship] is situated among some of the most important global flagships in the world,” remarked President Carol Pennelli in an e-mail to National Jeweler, “and our new space allows us to take advantage of the local tourist and global consumer who gravitates to this area.”

The company invited press to view the new tri-level space the day of its opening. Construction whirled on the main floor with only hours to go before the evening’s grand opening, which attracted beautiful people like Nicky Hilton and Amber Valetta.

More alluring than the celebrities was the store’s design, overseen by Chief Creative Officer Evan Yurman.

Entering through the store’s rose-gold-colored 57th Street façade, one enters the open, light-filled main gallery, crafted in Bardiglio Rambisserra marble and Pietra Cardosa limestone, which houses David Yurman’s core women’s collections (and the bustling construction crew on opening day).

Ascending the flame-textured Serizzio Formazza granite tread staircase with sculpted French oak handrails and beveled-edge crystal glass guardrails leads shoppers to the second and third floors, which provide uninterrupted views of the ground floor salon courtesy of more glass balustrades.

Constructed with wide heart oak plank floors, the second floor features David Yurman wedding and high jewelry styles, including a video wall displaying Sybil Yurman’s artwork, and the very first cable bracelet iteration.

This store is an extension of a piece of jewelry that we might create. Something both familiar and modern," - David Yurman President Carol Pennelli 

But it is the top floor, which houses the men’s collection, that feels the most painstakingly and caringly curated.

Designed by Evan, the floor showcases a series of one-of-a-kind men’s jewels alongside classic and fashion-relevant signet rings and medallions, all against a Japanese woodblock background.

The interior design culminates with the custom white oak-paneled ceiling.

“This store is an extension of a piece of jewelry that we might create. Something both familiar and modern,” Pennelli explained.

“The details and the color palette of the store are very open, they're very inviting. They allow you to dream, and to imagine, and make space for yourself and their relationship with you and the jewelry.


Evan Yurman, who oversaw the flagship’s design, personally selected the vintage furnishings.

Throughout the new space are luxurious yet comfortable sitting areas, outfitted in vintage furniture Evan specifically selected. Here, clients can meet with the on-site jeweler for engagement ring appointments, custom consultations and even repairs and re-sizing—a David Yurman first.

The sitting areas lend the feel of a lovingly and expertly decorated New York City townhouse, and that’s on purpose; it’s how David Yurman is making its retail footprint more experiential.

“You don't go to a store to buy something necessarily anymore; you go there with the intention to experience,” said Pennelli.

“When we started out on this journey and building this store, it was really about an experience—how can we give the customer experience that they don't already have?”


Views of the men's floor and the custom oak ceiling 

The answer is combining old and new ideas of customer service: white glove same-day delivery service for New York City residents and mobile points of sale throughout the store in lieu of registers. Car service for VIP customers, as well as wireless charging stations for powering up mobile phones while shopping.

It’s high-touch service delivered across every channel.

With the new flagship serving as the “billboard for the brand,” no detail is too small, particularly since brick-and-mortar is still Yurman’s bread-and-butter.

“The majority of our customers are still transacting in our stores,” Pennelli explained. “While our ecommerce sales are growing, what we know is that people still want to come in to a physical space and touch and feel the product, interact with our sales associates and experience the brand in a physical environment.”

 

Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

The Latest

Exterior of the Colorado Convention Center
Events & AwardsJun 05, 2023
HardRock Summit Organizers Gear Up for Third Annual Show

More than 250 gem, jewelry, and mineral companies are expected to exhibit, including the American Gem Trade Association.

Alexandra Rosier gold and opal Eternal Love Hands necklace
TrendsJun 02, 2023
Take a Peek at Couture’s Newest Design Talents

This year’s Design Atelier is full of gems.

Saboo Fine Jewels emerald and titanium earrings
CollectionsJun 02, 2023
Piece of the Week: Saboo Fine Jewels’ Emerald Earrings

They’re a testament to the power of excellent design.

LAB230043_Dossier_NJ_1872x1052_V1.jpg
Brought to you by
The Next Step for GIA Diamond Reports

The most trusted diamond report, available in print or the GIA App.

Holly Wesche, Stan Razny, Ingrid Razny, Candy Udell
IndependentsJun 02, 2023
These Are the 2023 Retailer Hall of Fame Inductees

This year’s honorees include one of Florida’s largest independent jewelers and two multi-store independents in the Chicago and New York areas.

Weekly QuizJun 02, 2023
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
Jane Taylor letter pendants
TrendsJun 01, 2023
See 50+ Jewels Debuting at Couture in Las Vegas

The industry’s most influential contemporary designers are showcasing their latest jewelry designs.

35-carat lab-grown diamond created by Maitri
Lab-GrownJun 01, 2023
35-Carat Lab-Grown Diamond Going on Display in Vegas

Created by Maitri Lab-Grown Diamonds and graded by IGI, it’s slightly bigger than the record-setting lab-grown diamond GIA just examined.

Cover-WN19-Back-&-Front_V5-RGB-(1)_Community.jpg
Brought to you by
Beyond Borders: Crucial Factors in Colored Stone Origin Determination

Navigate origin determination with Continuing Education seminars offered by the GIA Alumni Collective™.

20230306_JohnnyCupcakes.jpg
Events & AwardsJun 01, 2023
Meet JCK’s 2023 Keynote Speaker

The jewelry trade show also will debut educational content centered around social media.

Lauren K gold and gemstone rings
TrendsMay 31, 2023
Here’s a Sneak Peek of New Jewelry to Check Out at JCK

Luxury kicks off today, with the full show in swing on Friday.

A pearl pendant and a pearl ring
CollectionsMay 31, 2023
Verragio’s Debut Fine Jewelry Collections Honor Company Heritage

One of the three new collections was inspired by the legend of a woman who traded her mansion to Cartier for two strands of natural pearls.

Mobile mock-up screens of the new LUX Digital Vault app from Jewelers Mutual Group
MajorsMay 31, 2023
Jewelers Mutual Launches App for Retailers, Introduces New Brokerage

With the app, customers receive a 15-day insurance offer on new purchases while their coverage needs are being evaluated.

Rendering of Lightbox lab-grown diamond store in House of Showfields
Lab-GrownMay 30, 2023
Lightbox Is Testing Out a Trendy Concept Shop in Brooklyn

It is in House of Showfields, a bazaar-style retail space in the borough’s Williamsburg neighborhood.

Attendees at the JCK Las Vegas show
Events & AwardsMay 30, 2023
These Are the Can’t-Miss JCK Talks Education Sessions

From consumer trends to retail technology, these are the JCK Talks sessions that should be on attendees’ radar.

Constance “Connie” Barber Mellon’s David Webb Elephant Clip-Brooch
AuctionsMay 30, 2023
Sotheby’s to Auction Mellon Family Jewelry

Signature pieces from Cartier and David Webb will appear in the June jewelry auction.

Georgie Gleim, Shelly Sergent, and Molly Peterson
Events & AwardsMay 30, 2023
24 Karat Club of Southern California Recognizes 3 Honorees

They will be celebrated at the annual dinner dance and gala in the fall.

Historic and modern photos of diamond grading GIA
GradingMay 26, 2023
State of the Diamond Industry: AI and the Future of Diamond Grading

Gemologists have long used machines in diamond grading but technology has made it possible for them to “learn” how to do it on their own.

Supplier Spotlight Webinar John Pollard and Garry Holloway
Recorded WebinarsMay 26, 2023
Watch: Diamond Cut Quality: The Final Frontier Part 2

Supplier Spotlight Sponsored by IGI

My Next Question webinar series episode on selling lab-grown diamonds
Recorded WebinarsMay 26, 2023
Natural and Lab-Grown Diamonds: What It’s Like to Sell Both

Watch retailers Jeffery Bolling and Bobby Bengivengo discuss employee training, customer education and the sticky subject of future value.

Models wearing Calvin Klein watches and jewelry
FinancialsMay 26, 2023
Movado Sales Slip in Q1 Amid Inflation Woes, Tough Comps

The company has plans to revamp the Movado brand and offer less expensive watches this year.

Bulgari necklace set with 118.35-carat unheated Sri Lankan sapphire
AuctionsMay 26, 2023
Piece of the Week: A Bulgari Sapphire and Diamond Necklace

Set with a 118-carat unheated Sri Lankan sapphire, it just sold for $3.4 million at Phillips jewelry auction in Hong Kong.

noamcarver-videoimage.png
Supplier BulletinMay 25, 2023
RAE Fine Jewelry Collection Debuting at JCK Luxury 2023

Sponsored by Noam Carver

Graphic of phishing scheme
TechnologyMay 25, 2023
State of Retail: Why Jewelers Need to Invest in Cybersecurity Now

As cybercrime incidents threaten the industry, jewelers need to know what they’re up against and the best ways to protect their businesses.

Louis Anthony Jewelers remodeled exterior
IndependentsMay 25, 2023
Louis Anthony Jewelers Is Remodeling and Expanding

The Pittsburgh jeweler is redoing the lighting and showcases, and adding a full hospitality bar as well as new shop-in-shops.

Yurman Family Crystalline Pass at American Museum of Natural History in New York City
SourcingMay 25, 2023
David Yurman Unveils Quartz Exhibition at AMNH

The Yurman Family Crystalline Pass is inside the museum’s brand-new Richard Gilder Center.

Stanley Zale new principal consultant Hill & Co.
MajorsMay 25, 2023
Stanley Zale Joins Hill & Co. as Principal Consultant

Zale has more than 40 years’ experience in the diamond industry, including 17 years as Stuller’s VP of diamonds and gemstones procurement.

 Welcome to Fabulous Las Vegas Nevada sign
Events & AwardsMay 24, 2023
New To-Dos in Las Vegas During Jewelry Market Week 2023

The Strip is full of new restaurant and entertainment offerings.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy