Rose gold statements, sweeping marble floors, midcentury sophistication: Representatives say the larger, redesigned David Yurman store in Atlanta bolsters the brand’s evolution and honors the jeweler’s devotion to relaxed American luxury.
The new space within the luxury wing of the Lenox Square mall added 700 square feet, giving David Yurman more room to highlight its growing men’s collection—something the brand is emphasizing across its retail locations, says Lee Tucker, head of merchandising, marketing, and creative operations at David Yurman.
“The space is bold and innovative in a way that is inherently American, but it’s also serene and calming—a store you can feel comfortable just hanging out in,” Tucker says. “Coming out of such a difficult time, we were really excited by the opportunity to create a store that feels light, open, and truly new, especially in a city as vibrant and resilient as Atlanta.”
The boutique is the brand’s next generation of design, taking its cues from the David Yurman flagship store in New York City, Tucker says. The goal is to create an elegant, modern interior that showcases men’s, women’s, and wedding options for clients. With this new dedicated area, the men’s collection will stand out with its fresh designs, materials, and price points.
“We have spent the last few years on a strategy to evolve our brand messaging and environments to connect more directly to the sensibilities of our clientele,” Tucker says. “There is nothing more luxurious than choice, and being able to showcase a broader assortment of our collections is extremely exciting to us.”
The retail space is detailed with a rose gold and stone facade as well as a custom rose gold plaster feature wall. The store also has built-in screens for dynamic presentations of brand heritage content and newly created campaign videos that highlight the Yurman family’s roots in the arts. Tucker says his favorite feature is the store’s flooring, made from dark stone and pale marble slabs.
“Each slab of Bardiglio Rambisserra and Pietra Cardosa marble was hand-selected and precisely fashioned for its unique position in the floor pattern,” Tucker says. “The assembled composition of stone is graphic, fresh, and uniquely modern—in itself, a masterpiece.”
Another feature that Tucker says is uniquely David Yurman is the private shopping room that furnished with midcentury modern pieces inspired by the Yurman family’s personal collections. The shopping space is something David Yurman wants to bring to all of its new stores, he adds.
“Midcentury modern design elevated furniture to a contemporary art form through innovation and technology, which resonates with what David and Sybil Yurman do in approaching jewelry as an art form,” Tucker says. “Designers were obsessed with comfort and proportions, designing and redesigning to achieve a perfect balance of form and function. To make jewelry, the Yurmans also believe that when you’re making something that is worn, it must feel as good as it looks.”
In tandem with opening the new store, David Yurman partnered with the Savannah College of Art and Design (SCAD) to create the David Yurman Endowed Scholarship for Jewelry Design. The scholarship will be awarded to a jewelry design student from SCAD’s top-ranked fashion program.
To further the partnership, David Yurman is donating a million dollars’ worth of gemstones from the brand’s private collection to the university’s jewelry program, which is the largest program of its kind in the United States. The partnership will be celebrated in-store this fall with an exclusive event hosted by David Yurman and SCAD leadership teams.
Top: The newly redesigned David Yurman store in Atlanta features rose gold statements and midcentury vibes. (All photos courtesy of David Yurman)
Follow JCK on Instagram: @jckmagazineFollow JCK on Twitter: @jckmagazine
Follow JCK on Facebook: @jckmagazine
