The Queen of Hoops, Jennifer Fisher, has relocated her Beverly Hills boutique, and she says the new space reflects where her brand is headed as it celebrates its 20-year anniversary.
The new shop, at 363 N. Beverly Drive—about a block and a half from Fisher’s former Beverly Hills site on North Canon Drive—offers stronger foot traffic (Erewhon is a few doors over) and a fresh area to explore, she says.
Fisher designed the 1,281-square-foot store with her best friend, interior designer Michelle Gerson, and wanted it to feel akin to her Madison Avenue flagship in New York City, which opened last September. As a result, Jennifer Fisher Beverly Hills features a darker, moodier palette—with charcoal Venetian plaster and rich marble details—than Fisher’s earlier, stark white spaces, 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 favorite part of the store, she says, is its café—with a small coffee bar, banquette seating, and intimate tables—because it invites clients and guests to get comfortable, browse the jewelry, and enjoy conversation 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 fits with the brand’s move toward becoming a lifestyle, wellness, and fashion jewelry destination. Fisher says much 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 career in styling.
The Jennifer Fisher brand’s reach beyond jewelry includes food. When Fisher started cooking more during the pandemic, her Instagram went viral for its culinary content and her cult-favorite salts. In October 2025, she published her first cookbook, Trust Your Gut, sharing her approach to cooking, wellness, and everyday living.
Fisher has also founded a digital platform dedicated to elevated, clean living across food, home, and personal style, MAEDYN. Her brand further spans fragrance and home, including a home collection 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 (photos by Tim Hirschmann, courtesy of Jennifer Fisher)
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