FOR JONATHAN ZADOK AND his family, timing is everything. Particularly when it came to opening a new location of Zadok Jewelers, a store that’s become an institution over nearly five decades in Houston, TX.
“It took us 49 years to open a second store,” he says. “We do things very slow, very methodically. We’re a seventh-generation family business, and we want to leave it in better shape than we found it.”
That long-term perspective shaped every decision leading up to the opening of Zadok’s new 11,500-square-foot Austin location at The Domain — a destination that’s fast becoming the city’s luxury epicenter.
The Zadoks — Jonathan; his parents, Dror and Helene; and his brothers, Gilad and Segev — had been eyeing Austin for more than 15 years, but the timing wasn’t right until recently. “Austin has changed dramatically,” Jonathan explains. “The market began to change with an influx of residents from California and New York in the last three to five years. More high-end stores have moved there, like Dior, Louis Vuitton and YSL.”
Jonathan Zadok, Val Newberg, Amy Zadok, and Segev Zadok at Zadok Jewelers’ Austin grand opening. LEFT: The Austin showroom. BELOW: Staff and guests alike were all smiles at the grand opening.
The shift wasn’t just about demographics. It was about attitude. “Pre-COVID, it seemed that people [in Austin] would rather spend $10,000 on a high-end bicycle than on a watch or a piece of jewelry.” he says. “But there’s been an evolution. Our Houston clients from Austin were telling us, ‘Austin is missing a store like this.’”
By “like this,” they meant a retail operation featuring a lavish experience and luxury jewelry brands that still feels like home. “It’s light, airy and comfortable,” says Jonathan. “We’ve always said we want the stores to be an extension of our living room. People can come in in a tuxedo or jeans and a T-shirt and feel comfortable.”
To make a splash in their new city, the Zadoks planned an extravagant grand opening event with the hopes of winning over a slew of new “ambassadors” for their store.
“We had over 400 guests. We had so many RSVPs that we were worried about being able to accommodate them all,” says Jonathan.
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The event featured specialty cocktails, a chocolate bar and a local celebrity DJ.
“You know it’s a great party when no one is leaving,” says Jonathan. “And if you have good people and good music, it creates a great vibe. There was definitely some selling, but really our focus was on introducing ourselves to this market and creating relationships. My mom always has said, the first sale is easy. It’s the second sale that counts.”
Guests said it was one of the most fun events they’d ever been to, he adds. “A billboard can only do so much. But having a well-connected stylish person telling their friends, ‘You have to check out that store,’ that’s what really drives the business.” The grand opening was just a part of a carefully planned rollout of the new Zadok Jewelers store. Panerai and IWC Schaffhausen boutiques opened in March, while a Tudor boutique and the main store opened in April and a 1,700-square-foot dedicated Rolex salon opened in May. Subsequent events were scheduled in September to avoid summer, when many people leave town. “That also allowed for time to work out any kinks in the store or with tariff delays for new products,” says Jonathan. “And to make sure the staff and the team were properly trained.”
Staff and guests alike were all smiles at the grand opening.
In fact, a team ready to provide top-notch client service was an absolute must to succeed in a location surrounded by luxury boutiques. Longtime staff members from Houston moved to Austin, and the Zadok brothers spend about half the week there.
“We started hiring a year in advance,” says Jonathan. “We’re still tweaking things here and there to deliver the Zadok experience. Because the family is not there all the time, we want to make sure our people understand our culture and are able to deliver the experience.”
And the advice Jonathan has for other owners aspiring to open in new markets? “Keep it within driving distance. I’ve driven up in the morning and back home in the evening many times. Don’t open a store and expect it to work like your first right away. Put in the time and effort. Anything good requires hard work.”
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