French luxury jeweler Boucheron has opened its first-ever West Coast flagship boutique at 449 North Rodeo Drive in Beverly Hills, Los Angeles. Spanning approximately 5,296 square feet, the new location marks a significant milestone in the brand’s U.S. expansion.
The boutique’s exterior welcomes visitors with a sculptural façade made of green volcanic terra cotta, featuring engraved ivy leaves and fern fronds. The design blends natural motifs with Art Deco influences, embodying Boucheron’s refined aesthetic sensibility.
Upon entering the store, guests are greeted by a vibrant green carpet, the signature color of the brand, stretching across the floor as if guiding them into a cinematic narrative. Display cases embedded in the walls are shaped like emerald-cut gemstones and set against a backdrop of straw marquetry, a traditional French craft. This delicate detailing is reminiscent of the palm trees lining Rodeo Drive.
The main sales area features chandeliers created by Delisle, the same French atelier responsible for lighting in Boucheron’s boutiques in Paris, New York, and Tokyo. The interior is accented in powder pink and lime green, while the furnishings are made of quilted linen, creating a soft and organic atmosphere that reflects the brand’s nature-inspired vision.
As you walk further into the store, you enter a luxurious space that feels like stepping into an entirely different world: the exclusive VIP area. One wall is covered in custom wallpaper featuring a collage of Boucheron’s past advertising campaigns, creating an atmosphere that combines the glamour of a Hollywood after-party with a sense of intimacy.
The ceiling is draped with fabric depicting a starry sky, while silver satin cushions line the custom banquette seating. The lighting features a palette of pink, blue, and violet, adding to the dramatic ambiance. Along the walls, symbolic portraits and archival photographs illustrate Boucheron’s long-standing connection to the world of cinema. Among them is a portrait of Elizabeth Taylor, displayed alongside a photo of the gemstones she purchased at Boucheron’s Gstaad boutique in 1984. Nearby, a photograph of Rita Hayworth appears next to an image of the gold and diamond Col Claudine necklace she received as a gift from her husband, Prince Aly Khan, in 1948.
Each of these pieces reflects the enduring legacy of Boucheron, cherished by some of the most iconic stars of the 20th century and undoubtedly passed down as precious family heirlooms.
Frédéric Boucheron founded the maison in 1858 and helped build its reputation in the U.S. through appearances at events such as the 1876 Philadelphia World’s Fair and the opening of a New York office in 1903.
In 2023, Boucheron opened a boutique on Madison Avenue in New York, followed by a store at the Fontainebleau Resort in Las Vegas. The new Rodeo Drive location continues this expansion. The next opening is scheduled for Miami in mid-2026.
Copyright © 2025 Oui Speak Fashion. All rights reserved.