Beverly Hills in Los Angeles County, California — The American West (Pacific Coastal)

Romanoff’s/The Daisy

Beverly Hills

— Golden Shield Commemorative Plaque —

Romanoff’s/The Daisy Marker image. Click for full size.

Photographed by Craig Baker, May 19, 2024

1. Romanoff’s/The Daisy Marker

Inscription.
Designed by Master Architect Douglas Honnold, the famous restaurant was located at this site. Michael Romanoff, born Hershel Geguzin (1890-1971), was a Hollywood restaurateur, self-styled Russian aristocrat, and actor. The Daisy replaced Romanoff's in 1962 as a popular local eatery and Beverly Hills' first members only private discotheque.

Erected by City of Beverly Hills. (Marker Number 10.)

Topics. This historical marker is listed in this topic list: Industry & Commerce. A significant historical year for this entry is 1941.

Location. 34° 4.107′ N, 118° 24.124′ W. Marker is in Beverly Hills, California, in Los Angeles County. It is on Rodeo Drive, on the left when traveling south. Touch for map. Marker is at or near this postal address: 326 N Rodeo Dr, Beverly Hills CA 90212, United States of America. Touch for directions.

Regionally, this marker is in Greater Los Angeles

and in the Transverse Ranges.

It is also on the American Pacific Coast.

Globally, it is in North America,

on the Ring of Fire,

in the Pacific Rim,

in the Western Hemisphere,

in the Western World,

and in the Anglosphere.

Historically,

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it finds itself in what was once New Spain

and also Mexico’s Alta California.

Other nearby markers. At least 8 other markers are within walking distance of this marker: Anderton Court (a few steps from this marker); Uncle Bernie’s Toy Menagerie (within shouting distance of this marker); Giorgio Beverly Hills (about 300 feet away, measured in a direct line); Francis-Orr Stationary Co. (about 400 feet away); Gearys Beverly Hills (about 400 feet away); Pixie Town (about 400 feet away); The Brown Derby (about 500 feet away); Brighton Coffee Shop (about 600 feet away). Touch for a list and map of all markers in Beverly Hills.

Regarding Romanoff’s/The Daisy. Romanoff’s restaurant first opened its doors in 1941 at 326 North Rodeo Drive. Brooklyn-born Hershel Geguzin (Harry F. Gerguson, 1893-1971), who passed himself off as Prince Michael Alexandrovitch Dmitri Obolensky Romanoff from Lithuania, was a restauranteur, con man, and actor. He is best remembered as the owner of the legendary Romanoff’s restaurant, which was one of the most glamorous eateries in the 1940s and 1950s. Romanoff opened his doors with $7,500 borrowed from a host

Photographed by Craig Baker

2. Romanoff’s/The Daisy Marker

The marker lays flat in the sidewalk.

of friends including Cary Grant, Darryl Zanuck, Robert Benchley, Charlie Chaplin, and Humphrey Bogart. Such stars as Marilyn Monroe, Cary Grant, and Clark Gable made it the town’s hottest spot. The classic photograph of Sophia Loren gazing disdainfully at Jayne Mansfield’s dress cemented the restaurant’s reputation as the place to go and be seen. In 1951, Romanoff’s moved to a new building at 140 South Rodeo Drive. There he presided over his cozy retreat for the film elite in Beverly Hills until 1962, when on New Year’s Eve he closed the restaurant.
The Friars Club moved into the building at 326 North Rodeo Drive, a private show business club started locally in 1947 by comedian/actor Milton Berle and other celebrities who had moved from New York. The Friars Club of Beverly Hills was a favorite haunt of actors, singers, dancers, musicians, comedians, and others. The Friars were best known for their legendary comical, sarcastic roasts of Hollywood celebrities. In 1961, the Friars moved to their new home in Beverly Hills at 9900 Santa Monica Boulevard.
In the early-1960s, the original Romanoff’s building became home to The Daisy, Beverly

Marker Location image. Click for full size.

Photographed by Craig Baker, May 19, 2024

3. Marker Location

Hills' first members-only private discotheque. The exclusive club with an initiation fee of $250 was limited to only 400 members. It quickly became a hot spot for celebrities. The small building contained 38 tables, pool tables, a bar, and a dance floor. Most nights the place was packed with luminaries such as Steve McQueen, Robert Redford, Sonny and Cher, Warren Beatty, Julie Christie, Mia Farrow, Natalie Wood, Paul Newman, Grace Kelly, Bobby Darin, and Peter Sellers dining, dancing, playing pool, or socializing. On August 11, 1969, Diana Ross formally introduced the musical group the Jackson 5 at The Daisy. In 1974, the cast of the film Young Frankenstein dined on the Daisy patio. Portions of the 1980 film American Gigolo starring Richard Gere and Lauren Hutton were filmed on the front patio. The Daisy remained in operation as an eatery through much of the 1980s. The building was substantially remodeled for its current occupants, the boutiques Saint Laurent and Moncler.

courtesy Beverly Hills Heritage

4. Romanoff’s

Sophia Loren and Jayne Mansfield at Romanoff’s image. Click for full size.

courtesy Beverlyhills.org, 1957

5. Sophia Loren and Jayne Mansfield at Romanoff’s

Credits. This page was last revised on July 24, 2025. It was originally submitted on May 20, 2024, by Craig Baker of Sylmar, California. This page has been viewed 925 times since then and 162 times this year. Photos: 1, 2, 3. submitted on May 20, 2024, by Craig Baker of Sylmar, California. 4, 5. submitted on July 16, 2025, by Craig Baker of Sylmar, California.