Levy’s Fine Jewelry Builds Classic, One-of-a-Kind Collection

AS SUCCESSFUL FINE-JEWELRY retailers know, finding a unique voice can be the difference between thriving and merely surviving. For Levy’s Fine Jewelry in Birmingham, AL, that voice has always been rooted in history while looking toward the future. Their latest venture, a Legacy Collection of custom rings inspired by antique and vintage pieces, perfectly embodies this philosophy.

“We’ve always been drawn to pieces with a story,” says co-owner Jared Nadler. “There’s something magical about a ring that’s traveled through time, carrying the craftsmanship and aesthetic sensibilities of another era.”

The collection features 30 one-of-a-kind rings spanning nearly two centuries of jewelry design, From Art Deco geometric patterns to Victorian filigree work. Levy’s is using them as the foundation for an evolving custom collection.

“I don’t believe in the concept of trends,” says Joseph Denaburg, Levy’s marketing director. “The only real trend that exists today is individualism. The way that a piece makes you feel and the energy your body radiates is what makes it pretty.”

The vintage and antique rings serve as tangible history lessons. A 1920s emerald piece showcases the precise caliber-cut stones and symmetrical designs characteristic of the Art Deco period. A Victorian cluster ring demonstrates the intricate handwork that defined the 19th century.

The collection includes several rings featuring Old European and Old Mine cut diamonds, predecessors to today’s brilliant cut, which possess a distinctive character and fire despite being less mathematically precise than modern cuts. These stones were cut by hand, often by candlelight, resulting in unique personalities that many customers find irresistible.

Levy’s uses the historically inspired pieces as launching points. Each ring can be reimagined, with elements incorporated into new custom designs.

“A client might fall in love with the setting of one ring but prefer a different center stone,” says Nadler. “We can take these inspirational elements and create something that honors the past while fitting perfectly with their personal style.”

This approach allows customers to participate meaningfully in the design process. Instead of starting with a blank slate, which can be overwhelming, clients begin with historical context and tangible examples, then collaborate with designers to create something unique.
The resulting pieces often combine elements from different eras. A recent creation featured the geometric platinum work of the Art Deco period surrounding a cushion-cut center stone in a Victorian-inspired halo setting.

“We have very talented jewelers,” Denaburg says. “There is a certain touch required to make a piece feel old, but not to feel cheap. It’s a delicate balance.

“We let the stones inspire us. Any time we see a cool stone, we can always create a one-off piece. Back in the 1920s, they had a stone and they tried to make the piece as beautiful as possible. There’s more heart when you do it like that.”

By drawing inspiration from the past, Levy’s honors jewelry’s long tradition of recycling and reimagining. This philosophy resonates with consumers who increasingly value both sustainability and authenticity. Many clients bring in inherited pieces that don’t match their personal style but hold sentimental value. The design team can incorporate elements from these heirlooms into new wearable pieces.

As Levy’s acquires vintage and antique pieces, the collection evolves. “We’re not trying to create a static line of reproduction pieces,” Nadler emphasizes. “We’re building a living collection that grows and changes as we find new treasures and work with clients who bring their own ideas to the table.”

The History of Diamond Cutting

Levy’s commitment to history extends beyond their physical inventory into digital education. Denaburg created a section on their website called “The History of Diamond Cutting,” which has become a customer engagement and sales tool.

“Telling the story of diamond cutting in a digestible, chronological way is something we have always wanted to do at Levy’s,” says Denaburg. “The goal was to make diamonds engaging, to follow their story.”

The educational content covers four main areas: the evolution from ancient point cuts to the modern round brilliant, assorted antique diamond cuts, modern brilliant cuts, and step cuts like emerald and baguette. They commissioned artist Salma ElAnsary to create custom gouache illustrations of the cuts.

The business impact is real. Customers who understand and appreciate the history and craftsmanship behind what they’re buying develop stronger connections with both the jewelry and the jeweler. They are more prepared, more engaged, and have a better understanding of value beyond price.

“At the end of the day,” says Nadler, “jewelry should tell a story. Whether that story began centuries ago or yesterday, what matters is creating pieces that will be treasured not just for their material value but for the meaning and craftsmanship they embody.”