January’s crop of store openings across Los Angeles points to a common thread: brands are investing in flagships designed to function as destinations, not just points of sale.
From Beverly Hills to West Hollywood and the Valley, jewelry and apparel labels are leaning into design and immersive experiences to reassert the value of brick-and-mortar. From Jennifer Fisher’s café bar to Guess Jeans’ culture-driven Melrose flagship, here are the latest openings:
More from WWD
Brilliant Earth
329 North Beverly Drive, Beverly Hills 90210
Brilliant Earth unveils what it calls its “showroom of the future” with the opening of a Beverly Hills flagship, relocating its longtime West Hollywood presence.
Designed as a series of curated zones, the showroom prioritizes personalization and service, with private consultation rooms, a VIP salon and a dedicated personalization station for charms and medallions. Offerings include “date night,” a guided appointment that reframes engagement ring and wedding band shopping as an intimate, celebratory experience, inviting couples to explore designs alongside an expert through personalized selections, with drinks and bites.
Interior details reference the brand’s jewelry DNA, including travertine stone, brass inlays, lotus motifs and a sculptural wood-plaster mural. On display are engagement rings, wedding bands and fine jewelry crafted with ethically sourced materials.
Headquartered in San Francisco, Brilliant Earth operates 42 showrooms across the United States, including eight in California, and serves customers in more than 50 countries. In 2024, the company reported full-year net sales of $422 million.
Guess Jeans
8700 Melrose Avenue, Los Angeles, 90069
Josh Cho Photography – Los Angeles Architectural Photographer
It’s a homecoming of sorts for Guess Jeans, which has opened a two-story, 3,000-square-foot flagship at the corner of Melrose Avenue and San Vicente Boulevard.
“Opening the Guess Jeans store in Los Angeles is deeply personal — it is a return to our roots, not only the city where both Guess and I were born but where the story of Guess Jeans began,” said Nicolai Marciano, chief new business development officer and son of Guess cofounder Paul Marciano, in a statement.
The opening comes as Guess continues to recalibrate its physical retail footprint following the closure of underperforming locations in 2025. The brand is now operating within a new ownership structure after Authentic Brands Group acquired 51 percent of Guess’ core brand intellectual property in a transaction valuing the company at about $1.4 billion.
The Melrose flagship is positioned as a cultural platform, said Nicolai Marciano. Alongside signature denim assortments, the store features customization labs and workshop areas designed for live activations, collaborations and events. Interior elements include green terrazzo floors, brushed stainless steel and modular wood fixtures.
Jennifer Fisher
363 North Beverly Drive, Beverly Hills 90210
Jennifer Fisher has opened an upgraded Beverly Hills flagship on North Beverly Drive, following its new Madison Avenue storefront.
Relocating from Cannon Drive, the 1,281-square-foot space — designed with longtime collaborator Michelle Gerson — introduces rich woods, metals and marble, layered with banquette seating and a small in-store café bar. Cozy and inviting, the store spotlights her signature hoops and bold fine jewelry.
“Being from Santa Barbara, returning to California in this way is incredibly meaningful,” Fisher said in a statement. “After launching our first L.A. brick-and-mortar store during COVID-19, this space marks a fresh chapter for the brand. We are thrilled to be back in a higher trafficked location and to introduce the elevated interiors and café experience that reflect how we have evolved in New York.”
YoungLA
Westfield Topanga; 6600 Topanga Canyon Blvd., Canoga Park 91303
Fitness and lifestyle label YoungLA has opened its first flagship at Westfield Topanga mall, translating its digital-native roots into a physical format. The store has a high-energy feel, featuring a Lamborghini installation and digital screens throughout the space.
Founded in 2014 by brothers Gurmer and Dashmeet Chopra, the Los Angeles–based brand has grown into a $176 million business in 2024 sales. The store carries men’s and women’s activewear and lifestyle essentials and reflects the brand’s deep ties to bodybuilding culture and UFC athletes.
YoungLA has collaborated with the UFC, Gold’s Gym and pop culture franchises including Batman and Superman, and counts Arnold Schwarzenegger, Lil Baby, Tyga and YG among its high-profile fans.
Best of WWD
Sign up for WWD’s Newsletter. For the latest news, follow us on Facebook, Twitter, and Instagram.
