Greenwich Jewelers Adds a ‘St.’

New York--Downtown New York City retailer Greenwich Jewelers has a new name and website, all in honor of its 40th anniversary.

Due to its origins on Manhattan’s Greenwich Street, the store is now called Greenwich St. Jewelers, and has a fresh logo and packaging to go along with its new moniker.

“Our parents, Carl and Milly Gandia, opened the store in 1976 and only changed the store’s location after the attacks of Sept. 11, 2001, when structural damage to their building led to a move onto nearby Trinity Place,” said Jennifer Gandia, who now co-owns the store 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.”

The Gandias worked with a New York City branding agency, Established, to create a new Greenwich St. Jewelers logo with a chiseled, artisanal look that was designed to celebrate modern jewelry shoppers’ embrace of handcraft and custom design, both of which the store offers.

The new logo also plays well in online usage, the store’s owners said, as it will be seen as “G.St” for today’s mobile shoppers and social media followers.

A ribbon that is part of Greenwich St. Jewelers’ new packaging, done in the store’s custom dark-blue shade with rose gold type
Along with the logo, Greenwich St. Jewelers adopted a new, custom dark-blue brand color, with the logo appearing in rose gold whenever possible. The new colors and logo will appear in-store, online, and on the store’s new boxes and bags.  

Jennifer Gandia and Christina Gandia Gambale, who took over the business from their parents after earlier careers in fashion marketing and finance, respectively, were among the early adopters of online sales in jewelry. As a result, their website redesign is their fourth in-depth response to changing online shopping patterns in the past 10 years.

“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,” Christina Gandia Gambale said.

“We take an intimate and personal approach to helping our clients select jewelry that reflects 21st century shoppers’ diverse interests in fashion, design, style and art,” added Jennifer Gandia. “Our selections range from classic to contemporary to truly avant-garde.”

Greenwich St. Jewelers also has launched a new service,