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David Yurman's Townhouse Party

Tory Burch, Michelle Trachtenberg, Melissa George, Lauren Bush, Meredith Melling Burke and Kate Lanphear were among those at the celebration.

Elettra Wiedemann Evan Yurman and Melissa George
Elettra Wiedemann Evan Yurman and Melissa George

Starlets and socials alike were given the red carpet treatment Thursday as they traipsed into David Yurman's new three-story townhouse on Madison Avenue bedecked in the jeweler's baubles.

The celebration's purpose was twofold: to unveil the brand's new digs, and to benefit The Society of Memorial Sloan-Kettering Cancer Center.

Shoshanna Gruss and Tory Burch marveled at the unpredictably large turnout at the store. "I expected to just pop-in and look around," said Gruss.

Aussie actress Melissa George (who's well on her way to becoming fashion's latest celebrity ubiquitor) toured the store with her stylist Nick Steele and model Elettra Wiedemann. George wore a cream-and-cofeee-colored Alberta Ferretti look with snakeskin Ferragamo heels. Both Wiedemann and George wore Yurman bracelets and rings, and joked about "accidentally losing" a piece or two.

Michelle Trachtenberg, who arrived with friend Adam Spoont, was dressed in a lavender party frock and David Yurman's latest Elements Statement Necklace made of sterling silver, black onyx, hematite and diamonds. The "Gossip Girl" actress said, "The Yurmans have been family friends for a long time, and this is a great cause."

To add to the laundry list of familiar faces, Emmy Rossum, Lauren Bush, Meredith Melling Burke and Kate Lanphear were also in attendance.