By  on July 9, 2007

BEVERLY HILLS — Emboldened by new owner The Yucaipa Cos. LLC, Garrard is ready to compete with the big guns on Rodeo Drive.

The London jeweler, established in 1735, will officially open a two-level, 3,600-square-foot U.S. flagship Tuesday on the heavyweight retail thoroughfare. Lined with awnings in its signature raspberry color, the second-story store joins Georg Jensen, Tiffany & Co. and Gucci Fine Jewelry at Two Rodeo, an intimate open-air shopping center across the street from the famed Beverly Wilshire Four Seasons hotel.

“You need to be here to actually be able to show that you are in the luxury business, to be able to captivate that clientele,” said Garrard chief executive officer Robert Procop, who scouted Beverly Hills locations all last year before settling on the former spot of Badgley Mischka and Escada Sport.

Two Rodeo’s ample parking, private entrance and European feel were key selling points.

Architect Jordan Mozer and interior designer Thomas Bartlett executed Garrard’s store concept, which relies heavily on natural light to illuminate the jewels. A centerpiece circular, waist-high limestone-and-rosewood vestibule topped with jewelry cases emphasizes the round store’s curves, and chandeliers by Wilkinson plc add sparkle.

For complete coverage, see tomorrow's issue of WWD.

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