Photography: J.L. CederblomLuxury
Luxury Jewels of Beverly Hills & Liz
A Conversation with Peter Sedghi
When you think of shopping in Beverly Hills you think of luxury. Some of the world's most prestigious brands — Louis Vuitton, Hermès, Dior, Cartier and Gucci — have flagship locations on those famous streets. But in another, very real sense, Beverly Hills functions like a small town. Amongst the designer shops lives many family-owned businesses that have thrived there for years. One of the best kept secrets is Luxury Jewels of Beverly Hills, a high-end jewelry store specializing in quality antique, vintage and estate pieces that are truly unique. We had the pleasure to sit down with Peter Sedghi, President and CEO, to learn how they stay competitive, what they have to offer, and to pick up some tricks of the trade.
A Family Affair
Luxury Jewels of Beverly Hills is very much a family affair. On any given day you will find Sedghi, his uncle, his mother, and a few ex-girlfriends harmoniously working away. He was introduced to the world of antique jewelry through his uncle, who for many years had a store in Beverly Hills and also one downtown. About six months into working with him, Sedghi really found his calling and developed a lifetime passion for fine gems and quality craftsmanship. He took that passion and eventually branched out on his own, building a thriving business based on unique items, repeat business and mostly word of mouth advertising.
House of Taylor
When Sedghi first opened his store, it was originally called House of Taylor Jewelry, named for a partnership he had launched with the legendary film icon, Elizabeth Taylor, and supermodel, Kathy Ireland. He was a longtime friend of Taylor's manager and had sold many pieces to her over the years. When Taylor and Ireland decided to launch their own jewelry lines, they hired Sedghi as a consultant. When he told Taylor of his plan to open his own store, she asked him to partner with her — and the rest, as they say, was history.
After roughly five years of her line being in the market, Sedghi bought the license and became the exclusive location for her collection. Elizabeth Taylor was long known for her love of fine jewelry and her exquisite taste. Her image and some of her designs still grace the walls of Luxury Jewels of Beverly Hills today.
The Color Purple
And of course, the color purple still persists. Elizabeth Taylor famously had violet eyes. The very rare genetic mutation was one of her trademarks. She was incredibly specific about using the exact right shade of purple, and Sedghi remembers going back and forth about that detail for months. But the beautiful purple color remains as a special aspect to the store. Tiffany has blue, Cartier has red, and Luxury Jewels of Beverly Hills has the lightest shade of lavender — to match a film star's eyes.
Sadly, when Elizabeth Taylor passed away in 2011, that partnership went with her. Sedghi says that her original designs sold very well, but once she had died, they skyrocketed in value. While he still has a very few pieces, he wished he had held onto more — not only as an investment but also out of nostalgia. She had an inventive mind and an eye for design. One of her trademarks is setting diamonds with the pointed end facing out, a detail you can still find in a few of the pieces that Luxury Jewels of Beverly Hills continues to produce today.
Sedghi's friendly demeanor and casual charm make it easy to recognize why he's so great with customers. When asked what helps keep the store going, Sedghi said, "Personal relationships. We're honest people. We're fair people. Our customers are our friends." In an environment where most jewelry stores specialize in one type — watches, engagement rings, charms — Luxury Jewels of Beverly Hills specializes in quality antiques across all categories. You can buy an antique Van Cleef & Arpels set of earrings, a Tiffany engagement ring, a Cartier necklace, or a Rolex watch, all with the certainty that they are genuine articles, and many old enough to be unique and hard to find elsewhere.
Custom & Celebrity
If you are looking for a specialty item or something truly one of a kind, Luxury Jewels of Beverly Hills can create exactly what you want for a fraction of what it might cost elsewhere. They have designers and jewelers on staff in-store to create whatever you can imagine. A good many of their current customers are celebrities and musicians who frequently come in with requests that Sedghi is only too happy to fulfill. It doesn't hurt that Sedghi is, himself, a drummer and has always loved music and the world of entertainment — he speaks their language and can easily relate.
What's Trending
Sedghi told us that items currently on trend include stacking bracelets, rings, and necklaces. In essence, more is more. What's fallen out of fashion is larger statement necklaces. Due to COVID-19 and the absence of events, weddings and red carpets, there isn't much demand for a piece like the stunning, million-dollar Boucheron 60ct emerald necklace from the 1940s with 100 carats of diamonds — a piece that makes you wish you invented the internet itself in order to simply own it.
Gemstones & Investment
Everything about the artistry in jewelry excites Sedghi. His favorite gem currently is the blue sapphire — but had you asked him last month it might have been Burmese rubies. He recently sold a 120-carat blue sapphire with 120 carats of diamonds to Van Cleef & Arpels for their own museum. How special, to be able to procure and return to a designer a piece so fine that it belonged in a museum.
""Diamonds. It's a commodity, and values go up and down. But anywhere you go in the world, it's money."
— Peter Sedghi
We asked Sedghi what types of jewels make the best investments. "Diamonds. It's a commodity, and values go up and down. But anywhere you go in the world, it's money. As long as the gems are GIA certified, they don't even have to possess a designer signature — they truly hold their value." With a sparkle in his eyes, he pulled out a 33-carat diamond ring. Absolutely flawless.
2020 was a difficult year for nearly all of the economy, including Beverly Hills. At least three jewelry stores in the area shuttered after 15, 20 or even 30 years of being in business. However, Luxury Jewels of Beverly Hills will continue to make a go of it. "You have to enjoy and love what you do or why do it," Sedghi says. He can't imagine doing anything else.
