The familiar white and yellow stripes grace Giorgio’s store awning and product line stripes that became world famous after the successful launch of its signature perfume in 1981.

But after 31 years as a Rodeo Drive landmark, Giorgio Beverly Hills is looking to broaden its dated perfume-and-stripes image.

Heading that makeover is John R. Schulman, who was brought on last year as director of retail stores and licensing.

“Before I joined Giorgio, when I thought of it, I pictured Nancy Reagan shopping for inaugural gowns,” Schulman said. “I hadn’t been in the store recently, and it was my impression that it was very 1980s and very glitzy very old Beverly Hills.”

The boutique was remodeled to feature lots of architectural details, such as alcoves in which mechandise is dramatically displayed and backlit.

But Schulman still wasn’t impressed by the merchandise, so he set off on several worldwide shopping sprees to find unusual pieces to include in Giorgio’s home, gift, jewelry and accessories lines.

“I was shopping for the store as I shop for my friends and family,” Schulman said. “I didn’t want to walk in and find the same items that you would at Pottery Barn.”

Some of his finds include handmade wooden cigar humidors and a collection of pottery from Zimbabwe, each signed by the artist who created it.

When he took over the boutique, apparel sales accounted for just 10 percent of sales he saw it as an area that could be mined. Apparel sales have increased to 30 percent, which he attributes to his buying of pieces that no one else carries.

And in many cases, he had to look no further than his own backyard.

“I feel very strongly that as a brand retailer on Rodeo Drive, we have a responsibility to the design community because the retail world has become smaller and smaller, with all of the department store consolidations and all,” Schulman said. “Besides, the women in California think very differently about fashion than women in New York, where so much of the mentality is to blend in and not stand out.”

That’s why he looks to local designers for the new and unique. Architect-turned-accessory designer Matt Murphy of Pasadena has gained a faithful following among Giorgio shoppers who have fallen for his geometric-shaped leather purses. And L.A. designer Pamela Barish’s urban body-conscious dresses sell out shortly after they arrive, Schulman said.

Concentrating on the local design market has increased local customer traffic by 50 percent in the last year. “I get more customers who come in and say they heard from a friend that we had a certain item or designer and they wanted to see what else we had,” he said.

To promote the exclusiveness of shopping in a boutique, Schulman buys just one or two of the same items so that customers don’t need to worry about seeing the same dress on someone else when they are out for the evening.

Schulman still buys in Paris and Milan but says he is finding that local designers understand the California lifestyle better than anyone else.