The new U Los Angeles boutique pays homage to the city the fine jewelry brand is named for, evoking its glamour, bright colors, and dramatic landscapes.
Founder and designer Garen Yessayan says the store is designed to envelop people in saturated hues like those used in U Los Angeles jewelry. Gold and malachite green are the store’s primary colors.
“Our brand is deeply connected with the city,” Yessayan says. “Our store’s ambience and concept revolve around celebrating individuality and personal connection, particularly through our jewelry collection.”
The U Los Angeles boutique, which held its grand opening on March 1, is located at 10250 Santa Monica Blvd. It occupies Suite 1890 of the Westfield Century City open-air shopping center, where there are more than 200 shops and restaurants, including Nordstrom and Eataly.
Yessayan, who comes from a Beirut-based family that has been in the jewelry industry for two generations, debuted U Los Angeles in 2021. Its signature U-shape design reflects California’s ocean shoreline, valleys, and hills. The name (“you”) also stands for the brand’s mission of making personalized jewelry, Yessayan says.
He primarily uses his six favorite gemstones—malachite, coral, lapis, turquoise, onyx, and quartz—in his jewelry. For most pieces, clients can choose the stone and one of three types of gold (yellow, white, and rose), allowing for mixing and matching based on their sense of style. All the stones have symbolic meaning, says Yessayan. For example, onyx represents protection, and coral is associated with happiness and intelligence. Many U jewels also feature diamonds, adding energy and sparkle.
Yessayan says he sought to reflect all of his inspirations in the Los Angeles store. Arches in the interior design come from the curvy shapes he is partial to, creating a cohesive visual theme. Suspended acrylic glass displays depict palm trees, an L.A. mainstay.
Green acrylic glass panels cover the walls between arches, and light wood tones throughout provide contrast. Lighting strategically placed behind the arches and panels give the shop warmth at all times, Yessayan says. The store’s visual merchandising focuses on its distinctive U motif, reinforcing the brand’s identity.
“We aim to share a vibrant spirit with our community and visitors alike,” Yessayan says. “We welcome everyone to immerse themselves in the personalized experience of U Los Angeles.”
U Los Angeles jewelry is also available through the brand’s retail partnerships at Frost of London in England and at Al Fardan Jewellery at the Pearl in Qatar.
Top: U Los Angeles recently opened its flagship boutique at the Westfield Century City shopping center. (Photos courtesy of U Los Angeles)
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