David Yurman high jewelry

David Yurman is movin’ on down — to 57th Street, that is.

The American jeweler has signed a lease for a New York flagship location at 5 East 57th Street, WWD has learned. As such, the brand will relocate its flagship operations from its current space at 712 Madison Avenue at the corner of 63rd Street. The brand also operates a boutique in the downtown SoHo neighborhood.

The new 5,000-square-foot space will showcase the entire breadth of Yurman’s many collections — including its high jewelry, women’s, men’s and wedding collections, plus timepieces. It is expected to open in the second half of 2019. The company first opened its Madison Avenue flagship in 2010, with some 2,000 square feet of retail space.

“Fifty-seventh Street was a natural choice,” David Yurman, cofounder and chief executive officer, said in a statement. “We are on one of the greatest shopping streets in the world — it attracts an international customer and is on par with the prestigious shopping destinations around the world.”

“We look forward to bringing the full David Yurman luxury experience to 57th Street with the new flagship location,” Yurman president Carol Pennelli, added. “We’re an American luxury brand with a growing global presence and being at such a quintessential New York location feels like a natural fit.”

Yurman’s impending flagship will move into a space currently occupied by a temporary Chanel boutique. Chanel is expanding on that same stretch of 57th Street, between Madison and Fifth avenues, which is currently undergoing an extensive commercial transformation.

Planned as a three-story boutique, the flagship’s interiors will be overseen by Evan Yurman, chief creative officer. Its design “will reflect the company’s unique heritage — the Yurmans’ journey from art to jewelry — as well as its future with innovative technology incorporated into the client experience,” the company said.

Yurman’s current Madison Avenue location situates the brand in something of a fine jewelry retail corridor. It shares the block with Graff, Buccellati, De Beers, Nirav Modi and Jaeger-LeCoultre. In moving to 57th Street, Yurman will be joined by a new category of neighbor — massive luxury brands. It will be surrounded by the likes of Dior, Louis Vuitton, Burberry, Fendi and Miu Miu.

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