EXCLUSIVE: Norman Silverman to Open First Flagship in Beverly Hills

by · WWD
A rendering of the Norman Silverman flagship at The Maybourne Beverly Hills.Courtesy of Norman Silverman

Norman Silverman is making its first move into stand-alone retail after more than four decades in business.

The Los Angeles-based diamond company will open its first flagship in December at The Maybourne Beverly Hills, at 225 North Canon Drive. The approximately 320-square-foot store will give Norman Silverman a dedicated space to serve private clients and showcase its high-end natural diamond jewelry.

“We’ve been working toward this moment for several years, creating a more personal way to connect with our clients,” said Judah Silverman, son of founder Norman Silverman.

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Founded in Los Angeles in 1982, the family-owned company has spent recent years investing in its brand, online presence and customer service ahead of its retail debut. It has historically built its business through wholesale relationships with luxury jewelers across the U.S.

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“Norman Silverman’s direct-to-jewelers business remains a core part of the company,” Silverman said, adding that the store will complement its existing wholesale business and direct sales to private clients.

Silverman said the decision to open in Beverly Hills reflects both the company’s L.A. roots and the market’s established luxury clientele. The Maybourne was selected for its intimate, hospitality setting.

A rendering of the Norman Silverman flagship at The Maybourne Beverly Hills.Courtesy of Norman Silverman

Designed by Wendy Burns of New York-based The Buro, the space will feature hand-painted wall textiles, Italian Murano sconces and a dedicated private consultation area. The assortment will include natural diamond rings, eternity bands, necklaces, bracelets and earrings, including the brand’s signature Straight-Line necklaces and bracelets.

Retail prices start at about $10,000 and extend into one-of-a-kind high jewelry featuring rare, high-carat diamonds. Fancy yellow diamonds remain an important category for the business, with Silverman noting continued strong demand. The flagship will also showcase some of the company’s most significant pieces, including a 100-carat diamond bracelet.

The opening comes as the diamond industry continues to navigate the growing presence of lab-grown stones. Norman Silverman, however, remains committed to natural diamonds, particularly rare, high-carat stones.

“While the broader diamond market continues to evolve, the clients who seek out Norman Silverman place particular value on rarity, natural origin, individuality, and the expertise involved in selecting an extraordinary stone,” Silverman said.

He’s noticed a growing interest among luxury consumers in personalization and direct access to the brands behind their purchases.

“Clients want to understand what makes a stone exceptional and feel personally understood throughout the process,” he said.