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On 40th Anniversary, New York City Jeweler Changes Name and Rebrands

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New logo, website convey “how we have evolved into a 21st century store.”

Greenwich St. Jewelers, formerly Greenwich Jewelers, has announced a rebranding of its name to celebrate its 40th anniversary in New York’s Financial District. Due to its origins on Greenwich Street, the store now includes "St." within its name and logo.

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

In addition to the name change, the sisters worked with New York City branding agency, Established, to create a new Greenwich St. Jewelers logo with a chiseled, artisanal look. Along with the new logo, Greenwich St. Jewelers has adopted a custom dark-blue brand color and also redesigned its website. The new colors and logo will appear in-store, online, and on the business’s new boxes and bags.

"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.

Jennifer Gandia and Christina Gandia Gambale

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When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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