Jessica McCormack Rides "Day Diamonds" Boom With Bold U.S. Expansion

Jessica McCormack posted a 60 percent sales increase in 2025, and the London diamond jeweler isn't pausing to celebrate. The brand confirmed plans for a 1,600-square-foot store at South Coast Plaza opening this August, its first foothold on the West Coast, followed by a flagship at 437 North Rodeo Drive in Beverly Hills slated for 2027. The California push marks a significant acceleration for a brand that only opened its first U.S. location, at 743 Madison Avenue in New York, in May of last year.

The expansion is built around a single, deliberate argument: that fine diamonds belong in the daily rotation, not locked in a safe. McCormack has long called this her "day diamond" philosophy, and the brand's best-selling pieces make the case more concretely than any tagline could. The Ball & Chain necklace, a sinuous chain punctuated by diamond links; the Gypset earrings, small hoops suspending Georgian-style button-back stones in diamonds, sapphires, emeralds, or rubies; and the signature Button Back ring, built on a round brilliant diamond in a traditional cut-down setting, are all designed for the kind of effortless, stackable wearability that keeps them on the body rather than in the box.

CEO Leonie Brantberg, who came to Jessica McCormack from Burberry where she served as chief of staff, strategy and growth projects, framed the Rodeo Drive decision in characteristically direct terms. "Rodeo Drive felt like a natural next step," Brantberg said. "We have a great client base on the West Coast that really resonates with our 'day diamond' philosophy. This store will allow them to enjoy the full, immersive brand experience."

That experience is deliberately residential in feel. The brand's London presence centers on a townhouse flagship on Carlos Place in Mayfair, art-filled and domestic in atmosphere, and a 1,300-square-foot store on Sloane Street where neighbors include Tiffany & Co. and Cartier. The New York Madison Avenue store replicated the townhouse concept, and the Rodeo Drive location will follow suit. McCormack described the intent as creating a space "where our clients can feel comfortable and relaxed as they discover our jewelry," adding that the goal was "bringing luxury to life and making the everyday exceptional."

The retail ambitions are underwritten by Lingotto Horizon, the investment vehicle owned by the Agnelli family's Exor holding, which backed the brand in late 2024. That capital enabled the current U.S. rollout, and Brantberg has indicated a broader store expansion of roughly ten locations over the coming years, with approximately one-third in the United States.

McCormack founded the brand in 2008, drawing on techniques she studied during her time in Sotheby's fine jewelry department, where she handled pieces ranging from Russian crown jewels to Cartier and Lalique works from the 1920s. That fluency in historical craftsmanship, applied to designs built for daily wear, is precisely what the California market will encounter when the South Coast Plaza doors open in August.