NEW YORK — Jewelry firm David Yurman last week cracked open the doors of its store in South Coast Plaza in Costa Mesa, Calif.

This story first appeared in the November 13, 2002 issue of WWD.  Subscribe Today.

The 1,200-square-foot location — the company’s second unit —features the full range of Yurman’s products, including jewelry and watches, children’s products and gifts, said Sybil Yurman, president and chief marketing officer. The store also has a selection of one-of-a-kind jewelry and items from the company’s stone collection.

The store’s facade is glass and wood, and the floors are in French limestone. The wall cases have leather borders, and other cases have a new presentation with Plexiglas platforms and suede lining.

“We designed the store to have a warm and inviting feeling,” Sybil Yurman noted. “We wanted it to fit our design.”

The 23-year-old firm, one of the largest and most established jewelry firms, now has sales of about $450 million at retail, and Sybil Yurman expects the new store to generate about $4 million in its first year. David Yurman opened its first store on Madison Avenue about three years ago. When asked if the company was looking for other sites, Sybil Yurman said the firm is testing its retail concept with the two locations, but is also exploring the idea of opening a unit in Japan.