lamag | In Beverly Hills, even the purchase of a firearm comes with certain…expectations. The city’s only gun store, Beverly Hills Guns, is a “concierge service” by appointment only, for a largely affluent clientele. And business is booming.
Since opening in July 2020, the store has seen upscale residents from Santa Monica to the Hollywood Hills increasingly in a panic following several high-profile smash-and-grab and violent home invasion robberies. The apparent siege has brought in a daily stream of anxious business owners and prominent actors, real estate moguls and film execs, says owner Russell Stuart. Most are arming themselves for the first time.
“This morning I sold six shotguns in about an hour to people that say, ‘I want a home defense shotgun,’” says Stuart, whose store is discreetly located in a Beverly Hills office building, with no sign on the doors, down the hall from a diamond dealer. “Everyone has a general sense of constant fear, which is very sad. We’re used to this being like Mayberry.”
That fear has the wealthiest of local gentry contemplating every more elaborate security measures: armored luxury cars, safe rooms and bullet-proof glass in their homes. One client asked about creating the “Tony Stark-level” security of a half-dozen automated drones to hover over his house, says Stuart, whose gun store is part of his larger security company, Force Protective Agency. “If you want the Gucci package, it’s going to cost money.”
The security business is experiencing a rebound after a couple of diminished years because of the pandemic. Some firms had their on-site security guards sent home for health and social distancing reasons. Not anymore. In Beverly Hills, the craving for additional security dates to the riot that followed an otherwise peaceful Black Lives Matter protest in May 2020, with unprecedented looting along Rodeo Drive that left broken boutique windows beneath beloved luxury brands: Chanel, Dior, Gucci, Michael Kors, MCM, Ermenegildo Zegna. Last March, a $500,000 Richard Mille watch was stolen at gunpoint from a diner at the Il Pastaio restaurant. The Dec. 1 home-invasion robbery and shooting death of philanthropist Jacqueline Avant, 81, in her Trousdale Estates home, only accelerated the arms race among the affluent.
“Beverly Hills is definitely a target,” says security expert David Perez, CEO of Omega International Group and a former Marine who previously worked security in the Clinton White House and at the Pentagon. “We’re telling clients, ‘Hey, don’t go out with flashy jewelry. Try to keep a lower profile. Instead of driving the Bentley, maybe just take the SUV. “
Or hit the streets in a luxo ride retrofitted with countermeasures like electrified door handles, run-flat tires and armor plating that can withstand military ordnance—say, the $650,000 Mercedes-Benz S680 Guard, which can repel assault rifle rounds and the detonation of hand grenades, or the $1 million tanklike SUV from Latvia’s Dartz Motorz Co.
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