Jeff Goldblum Serenaded the Crowd at the Launch of Tiffany & Co.’s New Menswear Branch in Los Angeles

“I wear jewelry, but I wear it sparsely,” said Justin Theroux at the Hollywood Athletic Club on Friday evening. “[Regarding layering] it’s kind of like a martini; one is just right, and two is too many.”

Theroux was sporting an 18-karat yellow gold chain from “Tiffany 1837 Makers,” one of a handful of collectsions under the brand new “Tiffany Men’s” branch, the debut of which Tiffany & Co. formally fêted in Los Angeles at the end of last week.

Attendees included Lili Reinhart, Jeff Goldblum, A$AP Ferg, Victor Cruz, Bria Vinaite, Rowan Blanchard, and more. They perused the converted club, which was awash in Tiffany’s famous robin egg blue; everything from the pool table’s felt to drink coasters to an arcade machine to atmospheric lighting was rendered in the distinct shade. At the Sunset Tower Hotel down the road in West Hollywood (and where many out-of-towners stayed), guests were even treated with a custom version of the property’s famous chocolate welcome gifts: These too were food-dyed in Tiffany blue.

Tiffany & Co.’s artistic director, Reed Krakoff, said that “we have long had a history of being in the menswear business, but this introduction really represents a newfound focus.” He meant that there has been both an uptick in men wearing jewelry and a downscale in terms of formality; Tiffany & Co. is hoping to capitalize on this going forward. Under the Tiffany Men’s branch, everything from sterling silver flasks to billiard balls to the label’s well-known “T” bracelets to watches to ID bracelets are available. The selection is broad, with around 100 items in the first release. Cruz is a fan of the variety: “I wear bracelets, watches, chains. I do the whole thing.” On Friday, he donned a yellow gold “T” bracelet studded with diamonds.

“Tiffany Men’s,” concluded Krakoff, “is a commitment and dedication to our great expression of craftsmanship and quality.”