Washington’s Tiny Jewel Box — the go-to jewelry store for the city’s elite for more than 75 years — is looking to expand its clientele beyond the over-40 set with a host of new marketing programs that reposition the famed store as a hip place to buy jewels and accessories.

Tiny Jewel Box has been a mainstay of Connecticut Avenue since it was founded by the Rosenheim family in 1930, but the typical client has been “the classic Washingtonian. It’s the people that are known, the people you hear about going to the galas,” said Paola Domenge, Tiny Jewel’s 32-year-old marketing director, who was hired to reposition the jewelry store and bring in younger customers. Domenge previously worked for the Coldwell Banker’s luxury division in Los Angeles.