Jennifer Fisher Will get Moody in New Beverly Hills Way of life Boutique

The Queen of Hoops, Jennifer Fisher, has relocated her Beverly Hills boutique, and she or he says the brand new area displays the place her brand is headed because it celebrates its 20-year anniversary.

The new shop, at 363 N. Beverly Drive—a few block and a half from Fisher’s former Beverly Hills website on North Canon Drive—presents stronger foot site visitors (Erewhon is a couple of doorways over) and a contemporary space to discover, she says.

Fisher designed the 1,281-square-foot retailer together with her finest buddy, inside designer Michelle Gerson, and needed it to really feel akin to her Madison Avenue flagship in New York City, which opened final September. As a outcome, Jennifer Fisher Beverly Hills contains a darker, moodier palette—with charcoal Venetian plaster and wealthy marble particulars—than Fisher’s earlier, stark white areas, the jeweler says.

“It feels like a true elevation of the brand,” Fisher says. “My favorite elements are the curved marble display cases and the hand-blown glass wall sconces. They create a space that feels sexy, unexpected, and unlike a traditional jewelry store.”

Another favourite a part of the shop, she says, is its café—with a small espresso bar, banquette seating, and intimate tables—as a result of it invitations purchasers and friends to get comfy, browse the jewellery, and luxuriate in dialog together with her.

“I want customers to feel relaxed and encouraged to stay a while, really taking the time to experience the brand,” says Fisher.

This matches with the model’s transfer towards changing into a life-style, wellness, and style jewellery vacation spot. Fisher says a lot of the inspiration behind this new chapter is rooted in California—from her upbringing in Santa Barbara, to her time at USC, to the early years of her profession in styling.

The Jennifer Fisher model’s attain past jewellery contains meals. When Fisher began cooking extra throughout the pandemic, her Instagram went viral for its culinary content material and her cult-favorite salts. In October 2025, she printed her first cookbook, Trust Your Gut, sharing her method to cooking, wellness, and on a regular basis dwelling.

Fisher has additionally based a digital platform devoted to elevated, clear dwelling throughout meals, house, and private type, MAEDYN. Her model additional spans perfume and residential, together with a house assortment with CB2.

“The transition has been very organic. This move gave us the opportunity to elevate the in-store experience in a way that truly reflects the brand’s evolution into lifestyle,” Fisher says.

“With the release of my cookbook, it felt like a natural next step to introduce a coffee bar and a curated assortment of anti-inflammatory snacks, turning the store into a more immersive and welcoming destination rather than just a place to shop.”

Top: Jennifer Fisher, dubbed the Queen of Hoops by The New York Times, in her new Beverly Hills boutique (images by Tim Hirschmann, courtesy of Jennifer Fisher)