The latest addition to the never-ending stretch of luxury, also known as Rodeo Drive, is none other than French jewelry maison Boucheron—signifying the tastemaker’s first ever Los Angeles boutique and new West Coast flagship. Known for its intricate craftsmanship and eminent Parisian elegance, particularly when it comes to its sculpted designs and use of high quality gems, Boucheron believes this American expansion will bring newfound grace to the streets of Los Angeles.

Pulling inspiration from Hollywood’s Golden Era, the Beverly Hills boutique dawns a deep sea green colored carpet—a reinterpretation of the famous red carpet in Boucheron’s very own iconic pink and green hues. Inside, guests can enjoy the luxury of an exclusive VIP area, designed to capture the essence of an Oscar after-party, inviting clients in to experience a sensitive yet meaningful and carefully curated shopping aroma—an ode to its ancestral roots.

While now regarded among the most coveted names in French high-end jewelry, Boucheron was once a small family dynasty—a singular brick and mortar in the Galerie de Valois—founded by the son of a merchant draper, Frédéric Boucheron, in 1858, during the height of the Second French Empire. In 1866, Boucheron created his atelier and, in 1893, he became known as the first jeweler to open a boutique on Paris’ prominent Place Vendôme. In the more than 150 years since its inception, Boucheron has grown to encompass more than 90 shops worldwide. But despite its immense growth and brand prosperity, Boucheron claims to have never shied away from its family spirit which lies at the heart of that legacy.

Perhaps most striking about the new Rodeo Drive storefront is its facade, illustrated by a dark twisted, jungle fantasy. Standing in bold contrast to its neighboring shops, Boucheron’s intention behind the design was not one of functionality but of pure artistic expression—an art deco take on nature—seemingly a recurring theme throughout the maison’s heritage. This organic ambience continues from the outside-in, with the interior walls featuring bas-reliefs of fern and ivy flora, as well as motifs echoing the iconic California palms. 

Inside, visitors of the VIP area will also discover original photographs of legendary American clients belonging to Boucheron—including portraits of Elizabeth Taylor and Rita Hayworth—who both owned extraordinary sets of 20th century Boucheron diamonds, now presumably family heirlooms. And as if the boutique wasn’t already one not to miss, traditional cane-blown glasswork by Laetitia Jacquetton throughout the store reinforces the agency’s philosophy on art, reflecting Boucheron’s idea that by challenging the notion of preciousness, an unexpected and valuable dialogue will be prompted in return.