Nothing says special anniversary like fine jewelry, and Underwood Jewelers have been keeping First Coast residents covered for almost a century.
Underwood’s, founded in 1928 by Herbert F. Underwood in Palatka, expanded to the Jacksonville area in 1940, and has only continued to grow. In 1974, the company was bought by Bromberg and Co., who kept the name and the legacy that began 91 years ago.
Michael Richards, vice president of Underwood Jewelers, said the key to the company’s success and staying power comes from a combination of factors.
“[It has] a strong history and reputation in Jacksonville, combined with the fact we carry the best brands in the world,” Richards said. “The third factor is the amazing staff we employ.”
Underwood’s has also grown its brand by forming connections with other respected and valued brands, such as adding the Forevermark Diamond collection and, of course, its selection of the finest and most recognized watches in the world.
“Partnering with Forevermark is one of the most important things we’ve done,” Richards said. “All of the collection is beautiful, rare and responsibly sourced. Rolex is also a very important part of our business. It’s been a great partnership for us for a long time.”
Closer to home, the Ponte Vedra Beach location has been around for 25 years, and the local store is a shining example of Underwood’s continuing legacy.
The location is amazing, “Richard said. “Ponte Vedra Beach has incredibly discerning customers who appreciate the quality and distinction that we provide, so it’s been a great pairing for us.”
