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
Ready to Relocate? Wilkerson Makes Your Move Seamless
When Brockhaus Jewelry decided to leave their longtime West Main Street storefront for a standalone building elsewhere in Norman, Oklahoma, owners John Brockhaus and Brad Shipman faced a familiar challenge: how to efficiently reduce inventory before the big move. Their solution? Partnering with liquidation specialists Wilkerson for a second time.
"We'd already experienced Wilkerson's professionalism during a previous sale," Shipman recalls. "But their approach to our relocation event truly impressed us. They strategically prioritized our existing pieces while tactfully introducing complementary merchandise as inventory levels decreased." The carefully orchestrated sale didn't just meet targets—it shattered them.
Asked if they'd endorse Wilkerson to industry colleagues planning similar transitions—whether relocating, retiring, or refreshing their space—both partners were emphatic in their approval. "The entire process was remarkably straightforward," Shipman notes. "Wilkerson delivered a well-structured program, paired us with a knowledgeable advisor, and managed every detail flawlessly from concept to completion."
