AuctionsMar 27, 2023
Jewels to Shine in Upcoming ‘Golden Age’ of Hollywood AuctionThe Kruse GWS Auctions sale will include the replica “Taj Mahal” necklace Elizabeth Taylor made with Avon as well as a costume piece Marilyn Monroe wore.
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.
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 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.
View this post on InstagramA post shared by National Jeweler (@nationaljeweler) on Dec 5, 2019 at 2:19pm PST
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.
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?”
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.”
More on Majors
The Latest
Events & AwardsMar 27, 2023
Registration Is Open for the HardRock SummitAGTA GemFair and the Denver Gem & Mineral Show also will have a presence on the show floor.
AuctionsMar 24, 2023
Piece of the Week: The $5.8M Patek Philippe ‘Sky Moon Tourbillon’Sold by Christie’s Hong Kong, this masterwork of complications now holds the record for most expensive watch ever auctioned online.
Brought to you by
Full Disclosure at Your FingertipsDistinguishing natural diamonds from laboratory-grown stones – now more available than ever – has been difficult for jewelers. Until now.
FinancialsMar 24, 2023
Movado Predicts Declining Sales Amid ‘Volatile’ Retail EnvironmentThe watch company expects first-quarter sales to fall as much as 15 percent due to inflation and tough comps.
Weekly QuizMar 23, 2023
This Week’s QuizTest your jewelry news knowledge with this short test.
Lab-GrownMar 24, 2023
Lightbox Promotes General Manager to COOAdam O’Grady, general manager of the Lightbox Lab, has taken on the new role and will report directly to Lightbox CEO Antoine Borde.
WatchesMar 23, 2023
Which Brands Do Watch Enthusiasts Love Most? Chrono24 Takes a LookThe watch marketplace gathered data from 1.3 million collectors, highlighting the most popular timepieces and exploring value appreciation.
Brought to you by
Bringing Over 130 Years of Diamond Expertise to Modern GradingDe Beers Institute of Diamonds provides the very best in diamond verification, education and diamond services.
SourcingMar 23, 2023
Burgundy Diamond Backing Out of Ellendale Mine Deal Burgundy has opted not to exercise its option to buy the mining claims Gibb River Diamonds currently owns.
GradingMar 23, 2023
GCAL Introduces 8X Cut Grade for Proprietary CutsPatented and specialty cuts now can receive an 8X Proprietary Certificate, which can be customized to include a company’s brand and logo.
Events & AwardsMar 23, 2023
Diamonds Do Good Names 2023 Award Recipients The organization said it will recognize those who exemplify the idea that doing good is good business.
CollectionsMar 22, 2023
Messika’s 2023 Campaign Pairs New Jewelry With Vintage CarsKendall Jenner once again is fronting the French brand’s campaign, joined by model and dancer Alton Mason.
Events & AwardsMar 22, 2023
Hari Krishna Exports Hosts Gala Amid UN Water ConferenceThe CEOs of Signet, Helzberg, and GIA spoke on a water conservation panel, and had lakes named in their companies’ honor.
Policies & IssuesMar 22, 2023
See Kwiat’s Bracelet for World Water DaySales of the sleek sterling silver and diamond design will go to nonprofit organization charity: water.
AuctionsMar 21, 2023
Marlene Dietrich’s Van Cleef & Arpels Bracelet Going Up for AuctionExpected to earn up to $4.5 million, the “Jarretière” bracelet is the star of Christie’s “The Magnificent Jewels of Anne Eisenhower” sale.
ColumnistsMar 21, 2023
Squirrel Spotting: Customer Retention Mindset—The New CRM With jewelry sales coming down from their pandemic highs, retailers need to do all they can to retain existing customers, Peter Smith says.
Events & AwardsMar 21, 2023
ASJRA’s May Conference Examines ‘Iconic’ Jewelry CompaniesJewelry historians, authors, and experts will explore the works of Tiffany & Co., Oscar Heyman, Verdura, and more.
IndependentsMar 21, 2023
Borsheims Executive Jennifer Johnson RetiresJohnson joined the retailer in 1987, establishing its first human resources department.
Recorded WebinarsMar 20, 2023
Watch: Lab Grown Diamonds: What's Now? What's New? What's Next?Supplier Spotlight Presented by IGI
Events & AwardsMar 20, 2023
Gem Awards Shine Spotlight on Design, Dedication, and FamilyThe industry gathered to celebrate those who elevate the jewelry and watch industries.
CrimeMar 20, 2023
Jewelry Crime Reached Record Level in 2022, JSA SaysAt JSA’s annual luncheon, President John J. Kennedy said the organization recorded more than 2,000 cases last year.
CollectionsMar 20, 2023
A New Book on Chanel Is a High Jewelry Lover’s DreamIt highlights Gabrielle “Coco” Chanel’s lasting influence on modern design.
Recorded WebinarsMar 17, 2023
Watch: Lessons From GemsJewelers of America’s Amanda Gizzi explores the qualities and accomplishments that make this year’s Gem Award nominees shine.
Events & AwardsMar 17, 2023
JCK Industry Fund Announces Grant RecipientsHere’s what the nine chosen organizations plan to do with the funds.
TrendsMar 17, 2023
Piece of the Week: Anita Ko’s Award-Ready EarringsThe designer is nominated for a Gem Award for Jewelry Design.
FinancialsMar 16, 2023
Winter Weather, Declining Engagements Weigh on Signet’s Results The jewelry giant’s full-year sales were essentially flat, brought down by fourth-quarter declines.
FinancialsMar 16, 2023
Brilliant Earth Took a Record Number of Orders in 2022In its recent results, the company highlighted non-bridal jewelry sales and said its “inventory-light” showroom model may change.
