David Yurman plans largest flagship on Fifth Avenue in 2029

David Yurman has secured a long-term lease for 685 Fifth Avenue, a prime Plaza District address near East 54th Street that will become the jeweler’s first Fifth Avenue store. The location is expected to top 22,000 square feet and open in early 2029, making it David Yurman’s largest flagship to date.

For shoppers buying a necklace for a 20th anniversary, a push present, or a milestone birthday, the move signals something more than a bigger sales floor. A flagship of that size gives a luxury jewelry house room to sell the full occasion: quieter consultations, more breathing space around high-ticket pieces, and the kind of polished in-store experience that matters when a gift is meant to feel personal, not transactional. In a category where presentation is part of the purchase, Fifth Avenue still carries the weight of theater.

The expansion also marks a notable step in David Yurman’s New York story. The company was founded in New York in 1980 by David and Sybil Yurman, opened its first New York boutique in 1999, and today operates its current flagship at 5 East 57th Street. Moving to Fifth Avenue would stretch the brand’s Manhattan footprint and place it squarely on one of the world’s most important luxury retail corridors.

The address itself is in motion. Coach is relocating from 685 Fifth Avenue to 645 Fifth Avenue, where it has signed for 13,200 square feet and plans to open a new Coach House in 2027. That shift leaves a coveted corner in the Plaza District open for a brand that has long leaned into high-gloss design and sculptural jewelry. David Yurman’s arrival gives the building a new anchor tenant while extending the brand deeper into the part of Manhattan where location still functions as a luxury signal.

685 Fifth Avenue is also carrying financial pressure. In May 2026, the retail mortgage tied to the property was transferred to special servicing, and one report placed the loan at $160 million, with Coach’s tenancy cited as a major source of rent. Against that backdrop, David Yurman’s lease adds a different kind of value to the address: a flagship built less around square footage alone than around the experience of buying something meant to last.