Your girlfriend’s favorite jeweler wants to hang out downtown.
David Yurman likes Soho, but that’s not news. No one is walking around talking trash about beautiful women, start-up offices, and cast iron architecture. What&apos;s worth taking a moment to note is that David Yurman has opened a new 2000-square-foot boutique in Soho and that his trademark cocktail bracelets and cable pave charm bracelets aren&apos;t the centerpiece. There are some potential presents for your girlfriend, sure, but it feels like a men&apos;s store – a place for dudes to shop for dude jewelry.
between May, 2013 and May, 2014 – it all makes sense. But it&apos;s still a bold move, the sort of statement piece that one associates with recently engaged women who got pretty after high school. You’re supposed to look twice; it’s super shiny.
The store sits behind a Richard Haas mural in an old loft building that has the sort of we’ve-got-money-and-taste-at-the-same-time vibe that brands look for downtown. It’s big, with a lot of wood and metal details. Paintings by Yurman&apos;s wife, Sybil, hang on the walls; sculptures by his son, Evan, sit in the Noumenon section, a sort of gallery/oasis within the store. It’s bold, albeit contemplative, stuff – in keeping with the brand’s move toward simpler, punchier designs. It&apos;s a hell of a place to buy a carbon ring.
Not into rings? Yurman is betting that you will be. We&apos;re betting he&apos;s right.