The David Yurman Townhouse

May 4, 2010 by Lila Delilah

David Yurman is to jewelry what Ralph Lauren is to fashion: classic, American and elegant. It’s only fitting that in honor of David Yurman’s 30th Anniversary, he has opened a flagship boutique housed on Madison Avenue.

The five-story townhouse boasts 2,000 square feet of retail space and is filled with the entire range of the David Yurman collection including his signature gold and silver pieces, the men’s fashion line, bridal, and one-of-a-kind pieces.

When it comes to jewelry, browsing is never enough. We caught up with both David and Evan Yurman and took an in-depth tour of the store and also chatted a bit about jewelry. So how does a jewelry brand differentiate itself from the Van Cleefs, Winstons and Graffs of the world? It’s as simple as staying true to your message and key designs, says David. “We add a few modern designs from time to time but the message is always the same.”

After discussing race horses, the spike in the price of gold and branding within a department store, we went upstairs to meet Evan Yurman and toured his one-of-a-kind designs and bridal collection.

It is easy to tell that the family business is a labor of love to the second generation Yurman. To make the perfect ring, Evan spent years sourcing emeralds that match like identical twins and painstakingly designed a necklace consisting of hand-made pieces that can be dismantled to service and clean.

When Evan is asked about loaning jewelry to celebrities, he admits that he could never say no to Penelope Cruz, but like every passionate designer, his true hope is that his pieces find happy permanent homes.

As far as permanent homes go, the David Yurman townhouse is a true gem and we suspect that the it will maintain the brand for at least the next 30 years.


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