SurveysApr 30, 2025
Consumer Confidence Hits Pandemic-Level Low Amid Tariff ConcernsWhat’s really worrying U.S. consumers isn’t the present situation; it’s what the economy is going to look like six months from now.
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
Editors' Picks
Sponsored by
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.”
The Latest
Events & AwardsApr 30, 2025
Instore Show Debuts New Name, Look, and FocusNow called The Instore Jewelry Show, it will include holiday-focused education, interactive workshops, and a window display contest.
SourcingApr 30, 2025
GemGuide Has a New Pricing Chart for Colombian EmeraldsIt includes pricing for unenhanced Colombian emeralds in the fine to extra fine range.
Brought to you by
Watch: The Winston Red: GIA Examines the Smithsonian’s Newest AdditionSupplier Spotlight Sponsored by GIA
CollectionsApr 30, 2025
Tiffany & Co. Goes Deep-Sea Diving in New Blue BookThe “Sea of Wonder” collection features pieces inspired by the ocean, from its waves to flora and creatures like urchins and sea turtles.
Weekly QuizApr 24, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsApr 29, 2025
‘Golconda Blue’ Diamond Pulled From AuctionThe 23-carat fancy vivid blue diamond, set to headline Christie’s May jewelry auction, was expected to sell for as much as $50 million.
IndependentsApr 29, 2025
Maryland Jeweler to Close After 36 YearsG.B. Heron Jewelers in Salisbury, Maryland, is set to close as its owner, Jeff Cassels, retires.
Brought to you by
Emerging Jewelers Accelerator Program Announces Second Cohort of Aspiring Jewelry Entrepreneurs Six new retail businesses were selected for the 2025 program, which began in January.
ColumnistsApr 29, 2025
Google Ads vs. Social Media Ads: Which Are More Effective?Emmanuel Raheb outlines the differences between the two platforms and posits that the most successful jewelers use both.
SourcingApr 29, 2025
Gemfields Mini Ruby Auction Achieves $7MThe miner said its April sale featured a mix of commercial-quality primary rubies and secondary rubies of varying quality.
CrimeApr 28, 2025
Customs Seizes Nearly 2,000 Pieces of Counterfeit Van Cleef & Arpels JewelryU.S. customs agents in El Paso, Texas, intercepted the package, which would have been worth $9 million if the jewelry was genuine.
TrendsApr 28, 2025
Suzanne Kalan Launches Tech Ring Jacket CollectionHealth monitors become statement pieces when paired with the brand’s new collection of stackable diamond-studded bands.
Events & AwardsApr 28, 2025
JCK Industry Fund Announces 2025 Grant RecipientsTen organizations were selected this year.
IndependentsApr 28, 2025
John Atencio Appoints 2 to Wholesale TeamKim Carpenter and Sam Gevisenheit have joined the brand.
CollectionsApr 25, 2025
Sylvie Looks to Water in New Sculptural Bridal Collection“Shell Auranova” is the next generation of the brand’s bridal line, featuring half-bezel engagement rings with bold and fluid designs.
FinancialsApr 25, 2025
Kering’s Jewelry Brands Persevere as Q1 Sales Sink 14%Boucheron and Pomellato performed well in an otherwise bleak quarter for Kering amid struggles at Gucci.
EditorsApr 25, 2025
Piece of the Week: Deborah Meyers Experience’s ‘The Birds’ EarringsDesigner Deborah Meyers created her birds from oxidized sterling silver, rose-cut diamond eyes, and Akoya Keshi pearl feathers.
SourcingApr 25, 2025
De Beers Sales, Production Fall in Q1 Amid UncertaintyThe company said it expects sightholders to remain “cautious” with their purchasing due to all the unknowns around the U.S. tariffs.
Supplier BulletinApr 24, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. ExpansionSimon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99 A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to NoncomplianceThe company failed to file its quarterly reports in a timely manner.
SourcingApr 24, 2025
Young Diamantaires Transition to NonprofitThe organization also announced its board of directors.
TrendsApr 24, 2025
Amanda’s Style File: So CharmingCharms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ AwardPaola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to AuctionA platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine JewelryThe Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.
