The Cartier store at the Stanford Shopping Center in Palo Alto, Calif.

Cartier has opened a 3,906-square-foot store at the Stanford Shopping Center in Palo Alto, Calif. The retailer, which closed a previous location in Palo Alto in 2011, is returning with an expanded product assortment and enhanced customer service.

The store, which has 2,708 square feet of selling space, was designed to reflect the aesthetic of architect Bruno Moinard, who has designed hundreds of Cartier units as well as the Plaza Athénée in Paris and Chengdu in China. His spaces are described as minimalist and warm without the austerity that is sometimes a hallmark of the style.

“We have seen an influx of luxury clientele in the area over the past few years, so we are [pleased] to strengthen our presence on the west coast and affirm our innovative spirit,” said Mercedes Abramo, president and chief executive officer of Cartier North America.

Aspects of the store interiors bear some similarity to the Cartier mansion on Fifth Avenue, which reopened in September after an extensive two-and-a-half year renovation and expansion. The jewelry salon, for example, has a circular formation of vitrines with a grand chandelier hanging overhead. Signature collections such as Love, Trinity de Cartier, Panthère de Cartier, Juste un Clou and Amulette de Cartier are displayed in the room, whose furniture and wall treatments are punctuated with hints of gold, bronze and beige.

The watch salon offers timepieces such as the Tank, Santos de Cartier, Ballon Bleu de Cartier and Clé de Cartier, as well as the newest addition, Drive de Cartier. In the diamond salon, there’s engagement rings and diamond jewelry. Also displayed is the full range of accessories for men and women, including the C de Cartier women’s leather goods collection.

The store has three viewing rooms, including an overtly feminine room inspired by diamonds and pearls and designed with sycamore wood, white fabrics and light beige and cream tones. There’s also a men’s lifestyle salon.

Like other Cartier stores in the U.S., the new Palo Alto location does repairs and custom-made designs are available by special order.

The company said that the location, in the heart of Silicon Valley, will contribute to increasing recognition of the brand among the tech and startups in the area, where craftsmanship and innovation are held in high regard.

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