Fred Hayman, also known as Mr. Beverly Hills is a Swiss-American designer who is credited to have established Rodeo Drive as a luxury shopping destination. The designer was born in 1925 in Switzerland but his family moved to New York during World War II. In 1961 in partnership with George Grant they opened Giorgio Beverly Hills boutique at 273 Rodeo Drive, which was by then an ordinary street. The Design house launched its first fragrance, Giorgio Beverly Hills Perfume, in 1981 which was a largely successful. Explore the wonders of this brand for a breath-taking experience!