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Retail Focus: New York’s Greenwich Jewelers Tweaks Brand For 40th Anniversary May 04, 2016 (0 comments)


New York, NY—Greenwich Jewelers is celebrating its 40th anniversary with a revamped website and a slight adjustment to its name. Going forward, the store will be known as Greenwich St. Jewelers, a nod to its original address on Greenwich Street in New York’s famed financial district.

"Our parents, Carl and Milly Gandia, opened the store in 1976 and only changed the store's location after the September 11 attacks, when structural damage to their building led to a move onto nearby Trinity Place," says Jennifer Gandia, now co-owner with her sister, Christina Gandia Gambale. "The new name honors our roots as a downtown New York City retail brand, but also conveys how we have evolved into a 21st century store." Left, the downtown vibe of Greenwich St. Jewelers.

In addition to the name change, the sisters worked with New York City branding agency, Established, to create a new logo with a chiseled, artisanal look, as the store is well known for its selection of designer jewelry. Online, the new logo will be seen as "G.St" for today's mobile shoppers and social media followers, and the new logo will appear in rose gold against the new dark blue brand color in-store, online, and on the jeweler’s new boxes and bags.   

After earlier careers in fashion marketing and finance respectively, the Gandia sisters took over the business from their parents. Early adopters of Internet jewelry sales, this is their fourth website redesign in response to changing online shopping patterns over the past 10 years.

"We've learned what web surfing consumers want, and what drives them crazy, and we've committed to offering them a simple and straightforward shopping experience online, which reflects current best practices," says Christina Gandia Gambale. 

Sisters Jennifer Gandia and Christina Gandia Gambale.

Along with benefiting from the growth of online sales, the Gandias have also watched the Financial District transform from a strictly Monday to Friday business district to a residential area. The change brings a range of customers on weekends as well as during the week. "It's been incredible to watch the area become a highly desirable retail destination," says Gambale. "We feel lucky to be located in this exciting part of an ever changing city." 

Early in their tenure, the sisters decided to add a fashionable, personally-curated selection of jewelry to their store's mix of merchandise. "We take an intimate and personal approach to helping our clients select jewelry that reflects 21st century shoppers' diverse interests in fashion, design, style, and art," says Jennifer Gandia, the store's creative director. "Thus, our selections range from classic to contemporary to truly avant-garde." 

Contemporary engagement rings on the Greenwich Street Jewelers' website.

Greenwich St. Jewelers will continue to present an extensive selection of designer engagement and wedding rings, as well as a range of other designer jewelry. Its loose diamonds are sourced from known suppliers who are Kimberley Process-compliant and do business only in non-conflict countries.

The store is a magnet for customers seeking custom design and skillful recycling, restoration, and repair services all done by an on-site master jeweler. The owners train their jewelry specialists extensively, and feature on-site gemologists and a personal shopper service.

A new service, G.St BRILLIANT, adds additional annual care specifically for engagement rings, which includes prong re-tipping, stone tightening, and restoration of finishes and plating when needed.

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