Van Cleef & Arpels celebrated its 50th anniversary with the reopening of its renovated flagship boutique in Beverly Hills. Originally opening its doors in 1969, the boutique has remained one of the most elegant landmark buildings on North Rodeo Drive.

Designed with a new aesthetic that resembles the chic elegance of a Parisian apartment, the 6000-square-foot store boasts a new interior including a ground floor bridal salon (a first for the house), a juice bar decorated with hand painted Alsatian wallpaper and mid-century, sleek raffia furniture, and the Salon 1906 (named in honour of the founding year) featuring a curated selection of heritage and iconic pieces. The renovation also includes a full second-floor expansion featuring his and hers viewing salons designed to enhance the exclusive experience, and an 18-seat dining room.

Helen King, President and CEO of Van Cleef & Arpels Americas, recently said, “It’s a completely newly-designed and modern version of Van Cleef, but the spirit doesn’t change.” The boutique is now the Maison’s second largest outpost in the United States.