A Store with Heart: Greenwich St. Jewelers

The stylish, industrial interior of Greenwich St. Jewelers’ 1,500-square-foot flagship in New York’s Tribeca neighborhood makes it easy to forget about the business’s humble beginnings. The first chapter was written by the Puerto Rican parents of co-owners Jennifer Gandia and Christina Gandia Gambale, who envisioned a business that put kindness, respect, and service with a smile at the forefront of dealings.  

“The one message that was always instilled in us was to treat everyone the way we would want to be treated,” explains Gandia, who officially joined her parents in 2003.  

That was a challenging time for the family. In the aftermath of 9/11, they had to close their original store on Greenwich Street due to its proximity to the Twin Towers. Gandia used her experience in fashion and beauty marketing to assist her parents as they “focused on survival and keeping the doors open,” she recalls. By the time her sister joined the business in 2008, Greenwich St. Jewelers had pivoted to stocking fashionable fine-jewelry ranges and bridal collections, both of which were attracting new, self-purchasing female customers.  

“I always say that we had a rock-solid foundation that our parents had built, [emphasizing] the importance of service and giving people an experience rooted in Latin hospitality and warmth,” Gandia says. “Christina and I built upon that, offering artistic design and a culture of education and responsibility.”

‘Exuberant and audacious’ 

Greenwich St. Jewelers moved to its current flagship location in 2022, allowing it to expand its in-house G.St collections and to provide a curated mix of more than 40 independent brands, including Latinx, BIPOC and LGBTQ+ vendors.  

Inside, the store has what Gandia describes as an “exuberant and audacious” aesthetic. She believes jewelry should be an experience of joy and playfulness rather than “your typical muted neutrals.” The sisters have also maintained an in-house designer and production team, allowing them to create bespoke pieces in a way that honors their parents’ original legacy.

Aside from jewelry, the pair have tapped into a natural talent for marketing, incorporating social media, curated events, and a “comprehensive marketing plan to drive business through the door,” according to Gandia.  

“Running a family business has its challenges, [and] sometimes the pros and cons have the same root: family,” she adds. “One of the things we have done differently since day one is to work with external consultants, even an industrial psychologist, to improve upon our relationship as business owners and sisters, to gain leadership support, and to supplement areas of the business where we were personally or professionally deficient.”  

Advocates for inclusion 

This open-minded approach comes through in other areas, too, such as the store’s inclusivity and advocacy work. Gandia describes herself as a “staunch advocate” of diversity, equity and inclusion (DEI) in the jewelry industry, with a focus on “creating spaces where everyone feels welcome and has the opportunity to build a business or career like our parents did, without friends, family or generational wealth.”  

Today, she sits on the Black in Jewelry Coalition (BIJC) advisory board, while Gandia Gambale is the marketing chair of the Diamonds Do Good nonprofit initiative. In 2023, they were the first Latinas to win the prestigious Jewelers of America (JA) GEM Award for Retail Excellence, and Instore magazine named Greenwich St. Jewelers the “Coolest Store in America.”  

“These have both felt like such important acknowledgements, because we built our new boutique with so much heart and passion for jewelry and the experience we wanted people to have,” Gandia says.  

Diamond foundations 

The retailer sells natural diamonds under its Diamonds by G.St line, including classics with a contemporary twist. These “essential” pieces, like tennis bracelets, line necklaces, cluster rings and stud earrings, are top-performing.  

“We all love to talk about trends, but the truth is that classic styles always remain best sellers,” Gandia observes, noting that her clients want “foundational pieces” that stand the test of time. The company has updated some of its most ageless creations with fancy-shape diamonds, while its engagement rings have received a boost from marquise cuts, asymmetric placements, antique diamonds, wider bands, and a return to platinum.

Aside from style, natural-diamond origin continues to play a vital role in the company’s strategy. “We are always interested in greater transparency and are focusing on diamonds where we can [point] to the origin and, as part of the diamond story, use technology like Tracr and other programs,” says Gandia. “Christina and I just returned from Botswana and have a renewed passion for telling stories of beneficiation in diamond-producing countries.” 

Back on home soil, Gandia is concerned about the ongoing economic turmoil and the global landscape, but she isn’t letting this dampen her spirit.  

“Our industry is going through a real crisis right now with the discourse on lab and natural diamonds, falling diamond prices, skyrocketing gold prices and the tariffs,” she says. “This will test even the most solid businesses, but if there’s one thing we have learned, it is to hope for the best and plan for the worst.” 

Main image: Jennifer Gandia (right) and Christina Gandia Gambale. (Greenwich St. Jewelers)