New York Jeweler Celebrates Growth with Destination Store

Frank Adams Jewelers, Albany, NY

DIGITAL PRESENCE: 3,000 Facebook followers; 597 5-Star Google reviews; FOUNDED:1922; Opened featured location: 2024; AREA: : 7,500 square feet;  ARCHITECT AND DESIGN FIRMS: WCSG Architects, Albany, NY; Kennedy Taylor, Studio K Design, Saratoga, NY; Bonaquisti Bros. Construction, Albany, NY.; TOP BRANDS: : Rolex, David Yurman, Roberto Coin, Jade Trau, Kwiat, Ippolita,Tudor, Grand Seiko; EMPLOYEES: 19

FOR FRANK ADAMS Jewelers, adding the next generation of family members to the ownership mix inevitably triggers change.

“Every time the next generation came in, we made a big move,” says CEO Kimberly Adams Russell, who works with her semi-retired father, David Adams, and her son, Jeffrey Adams Russell, COO, in the fourth-generation business. “Two years after my dad joined, when he was in his 20s, he decided to have the business moved. And then two or three years after I joined, I strongly encouraged my dad to move from downtown to a lifestyle center. I don’t know if he would have moved had I not been there to help him.”

Kimberly stepped in after she graduated from college, when she realized she wasn’t passionate about working in broadcast journalism as she had planned. Her dad asked her to help with the family business, which she did, part-time at first. She spearheaded ad campaigns, becoming the radio voice of Frank Adams with her grandfather’s old slogan, “Where the name on the box means excitement!”

Downtown Albany had been a shopping mecca, but during the 1990s, it evolved into a food and entertainment district; many retailers had left, and parking was challenging. Kimberly convinced her parents to take a leap of faith and move to a new location in an upscale outdoor shopping mall, where they began to expand their offerings. “When we made the decision to relocate, I knew I was here to stay,” she says.

Kimberly realized that many of their clients traveled to Boston or New York City to shop for designer jewelry unavailable in the small Albany market. She became a Couture Jeweler member, convinced some of the world’s most creative, upscale jewelry designers that Albany could be an important shopping hub, and introduced Rolex, David Yurman, Ippolita, Todd Reed, Kwiat and Roberto Coin to the local market.

Shortly before celebrating their 100-year anniversary in 2022, her son Jeffrey joined the business. He had two conditions, according to his mom: “He says I can never retire, and I can never take my foot off the gas.”

Kimberly had conditions of her own: “I asked him, ‘Are you two feet in or do you have a baby toe in?’ and he said he was 120% in.”

She knew she needed that level of commitment because it was time to move to a stand-alone destination location. “Jeffrey was integral to our decision to move and expand,” she says. “I don’t know if I would have wanted to do that by myself.”

Frank Adams Jewelers relocated to Albany’s busiest retail corridor, Wolf Road, in February 2024. The modern structure features expansive angled windows positioned to harness natural light. “People seem to appreciate the modern design and believe it’s a fresh new concept in the area,” Kimberly says. “Having such a large stand-alone location has been a big change for our longtime staff and our customers.”

The 7,500-square-foot store has a wow factor, but to Kimberly, it still feels like home.

“Even though the store is large, the materials are warm and welcoming,” she says. “The large windows allow a tremendous amount of natural light to flood the store. I think the rope lighting in the entrance by Luke Lamp Co., made to mimic layering necklaces, is a great example of how we wanted to make the fixtures just as much about jewelry as about lighting. I love the non-linear showcase layout and the ability to walk all the way around our 360-degree showcases. I love the seating areas, allowing shoppers and visitors to make themselves comfortable and to stay awhile.”

First-time visitors, particularly those who shopped at the previous location, stand in the entryway somewhat stunned, Kimberly says, admiring the unique lighting that casts a warm glow across the high, wood-paneled ceiling.

The Rolex area has a reception space and a private library for Rolex enthusiasts. The watchmaker’s station is visible through a window. A towering green wall complements the architectural angled windows, creating a visually striking experience.

An oval bar in taupe leather, brass, and white oak is a central hub for staff and clients. Staffed by a concierge service employee, it’s often buzzing with conversation on a busy Friday or Saturday.

Additional space has allowed for private viewing rooms, more seating, a dedicated service area and enough breathing room to properly showcase branded jewelry.

Natural light is an important component of the design and is thoughtfully balanced by interior lighting and mood.

One goal was to create different moods in various areas of the store. It transitions from a light and bright diamond room to a warm-toned, comfortable center and then to a dark and moody lounge.

“Also, I was looking for elements that would be distinctive,” Kimberly says. “I wanted to ensure it had enough of Frank Adams’ personality and wasn’t just about the brands. I wanted the flow so that when people came in, they would be able to walk freely around all the showcases and they could see everything from all angles.”

Crafted from white oak and granite, the showcases feature glass vitrines to display jewelry from all angles. The varied height and angles of the granite tops mirror the building’s exterior, creating a cohesive design.

The exterior is clad with Nichiha fiber cement siding with a moisture management system, ensuring improved ventilation and durability for a commercial setting. The courtyard is accentuated by a custom clock tower in the shape of a graphic “A” for Adams on a stone base resembling a faceted gem.

The building debuted at a time of unprecedented growth for the business, which experienced a triple-digit percentage increase in sales volume over the past six years. In part, Kimberly and marketing director Billie Jo Newman attribute that growth to the company’s digital marketing efforts, which the company didn’t fully embrace until the pandemic made it essential.

They hired a social media manager, joined the team at iShowcase (now Amptive), a marketing agency recommended by Rolex, redesigned their website, developed a comprehensive SEO/SEM strategy and embraced digital and social-media advertising.

The in-house marketing team has a wide perspective, staffed by a team ranging in age from 20s to 70s. No matter the medium, the focus of marketing is to be a reminder that when it’s time for a celebration, Frank Adams Jewelers is the place to go.

Other growth factors included the stability and resilience of the local market in Albany, the seat of state government, spending habits post-COVID, consistent staffing and loyal customers.

“As a company, we also made a great effort to embrace the community through charitable efforts, creating a positive reputation that stands with us today,” Kimberly says.

Five Cool Things About Frank Adams Jewelers

1. NEXT-GEN ENERGY. Jeffrey has brought new energy and fresh ideas. “He draws in a different age demographic of customers and has hired some of his own team,” Kimberly says. “I think he has done a great job of quickly earning the staff’s respect and the customers’ with his honest and straightforward approach. I also appreciate that he brings a new way of looking at things; sometimes I have tunnel vision, but he challenges me to look at situations in a new way.”

2. PLAYING UP STRENGTHS. Team members all wear a lot of hats; it’s a company goal for everyone to be effective in many areas and to ensure they are challenged, engaged in the job and making the most of their strengths. Half of the 15 full-time employees have worked at Frank Adams for at least 20 years each. One sales associate retired at age 83 after 40 years with the company.

3. ALBANY HONORS. In 2023, Frank Adams Jewelers was named the Capital Region’s ‘Family Business of the Year,’ in part due to partnerships fostered in the community.

4. EARLY HISTORY. Frank Adams, who grew up near Albany, traveled to New York City in the early 1910s to learn watchmaking. Upon his return, he started a watch repair business, honing his skills until 1922, when he opened Frank Adams Jewelers. In the 1930s, Frank expanded into jewelry and moved to Pearl Street. Frank’s son David joined him in 1957, and the store moved to North Pearl Street, where it thrived for 40 years.

5. THE CENTENNIAL. For their centennial in 2022, the company performed 100 Acts of Kindness. They hosted a blood drive, offered the Boy Scouts workshops on gems and gemology, delivered Thanksgiving meals, organized a 100-mile walk to support the Multiple Sclerosis Society and sponsored charity galas. They even funded a family vacation for their favorite sandwich maker at the shop next door by giving him a “really big tip.” They decided to continue the program every year to cultivate a culture of kindness.

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