Former Saks shopper Tony Ferreira opens Beverly Hills luxury boutique

Beverly Hills has a new answer to the question of where the city’s most exacting clients go when they want a gown, a jewel, and a stylist who knows the room. At 350 North Canon Drive, The Swan House has opened as a 2,000-square-foot luxury boutique built around private-client service, red-carpet dressing, and the kind of pricing that makes ordinary retail feel almost quaint.

The store is the work of Tony Ferreira and his husband and business partner, Gant Griffis, who curate and operate the space after Ferreira spent more than 31 years working in the Beverly Hills outposts of Saks Fifth Avenue and Barneys New York. The name is a nod to Truman Capote’s legendary “Swans,” the women whose glamour defined a certain kind of old-world exclusivity, including Babe Paley, Slim Keith, C.Z. Guest, Lee Radziwill, Gloria Guinness and Maria Agnelli. Ferreira said he wanted to bring back “the luxury experience of shopping,” and describes the boutique as “our swans.”

Inside, the merchandise reads like a red-carpet fantasy with a sharp commercial logic. The Swan House carries Phan Huy, Elie Saab, Viktor&Rolf, Celestina Agostino and Tony Ward, alongside jewelry by Martin Katz, Wilfredo Rosado, Sharon Khazzam and Sylva and Cie. Ferreira said the average purchase starts around $20,000 to $60,000, while some couture dresses range from $300,000 to $1.5 million each. Even the lower end of the assortment, with outfits in the $5,000 to $10,000 range, is pitched to clients who are buying presentation as much as clothing.

That is the point of the business. The Swan House is not trying to be a broad luxury department store replacement. It is a service model, one that has already been drawing shoppers by word-of-mouth without advertising and is divided into three areas, including a dedicated red-carpet space. The official grand opening is still being planned, and Ferreira said designer luncheons and special events are set to follow once Oltremare Beverly Hills opens next door.

The timing fits the market. Henley & Partners’ 2025 World’s Wealthiest Cities Report ranked Los Angeles fifth globally, with 220,600 millionaires, 516 centi-millionaires and 45 billionaires. In a city with that concentration of wealth, a boutique like The Swan House is less a retail experiment than a bet that the most valuable luxury is still personal attention, delivered face-to-face, in the right zip code.