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NEW YORK — David Yurman is heading downtown.

This story first appeared in the December 1, 2014 issue of WWD. Subscribe Today.

The jewelry designer today will open a boutique at 114 Prince Street in New York’s SoHo neighborhood. The space sits near Louis Vuitton, Warby Parker and Barneys New York, and marks the brand’s second New York location.

With the company’s headquarters in the neighborhood, the move to SoHo was inevitable, but according to Yurman, it took him and his wife, Sybil, more than five years to settle on the perfect space. “We were not in a rush,” he said. “We tend not to be in a rush, which is unusual for New Yorkers.”

The husband-and-wife duo landed on a 2,000-square-foot space located in the SoHo Cast Iron district, in a late nineteenth-century loft building. After consulting with an outside architect, Yurman decided to work on the design of the store himself, along with the company’s in-house design team. “I said, ‘We’ve lived in lofts our whole life, so let’s put our own life and feelings into the space and hope it works out,’” Yurman said, adding that the design process was not unlike that with jewelry. “You don’t really see it in a certain way until its done. You think you know it when you’re working on paper, but it’s really a process. It’s not a concept that gets born and it’s finished. There have to be changes.”

Yurman created a welcoming yet modern aesthetic reflective of the cast-iron building itself, with walls made of concrete and textured wood, and decorative touches of live edge wood surfaces and custom-designed bronze down lights. Yurman, who began his career as a sculptor’s apprentice in SoHo, created two bronze angel sculptures, each standing more than five feet tall, to live in the space, while Sybil Yurman’s paintings will hang from the walls. “This is a store that shows what we make,” said Yurman. “Anytime I can see how something was made or came to be, I’m all eyes and ears. We want that experience to connect with people.”

Of course, there will be plenty of jewelry as well, including classic collections, fine jewelry, and their Wedding Collection. The store will feature an entire room dedicated to men’s, as well. To celebrate the launch of the store, Yurman created a version of his classic cable bracelet inspired by the Statue of Liberty. The Renaissance bracelet, done in oxidized copper, will retail for $950 and only be sold in the SoHo store.

The store marks Yurman’s fifth opening this year, with locations in Canoga Park, Calif.; Edina, Minn.; Glendale, Calif., and St. Louis. While the brand declined to provide sales projections for the store, or reveal upcoming retail plans, Yurman said further expansion was planned. “We would like to have a David Yurman store in any place we think we have the potential to have the kind of business that each store is capable of doing,” he said. “We want the best expression of our brand to be in a house that we own.”