On its 40th anniversary, the New York City retailer has rebranded

Influential New York City retailer Greenwich Jewelers has unveiled a snappy new name—Greenwich St. Jewelers—and an updated website to celebrate its 40-year anniversary.

The name change is a nod to the company’s roots—founders Carl and Milly Gandia opened the shop in 1976 on Greenwich Street; they moved it to Trinity Street in the Financial District after the September 11, 2001, attacks damaged the structure of their original building.

The store is now run by their daughters, Christina Gandia Gambale and Jennifer Gandia, who said in a statement, “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.”

Shortened to “G.St.,” the new name also plays well on social media. The sisters worked with New York City branding agency Established to create a simple, modern-feeling logo that sees the brand name in all capital letters, slightly overlapping vertically. The Gandias also picked a new brand color—a custom dark blue—which will appear in-store, online, and on the store’s new boxes and bags.  

The retailers embraced e-commerce early on, and the chic new Greenwich St. website marks the business’ fourth website iteration. And this is a good one—the site’s design and functionality is elegant and easy-to-use, offering users various ways to search for items. On every web page, the spotlight is on high-quality product and lifestyle imagery.

“We’ve learned what web-surfing consumers want and what drives them crazy,” said Christina Gandia Gambale in the same statement, “and we’ve committed to offering them a simple and straightforward shopping experience online.” 

(Photos courtesy of Greenwich St. Jewelers)

Emili Vesilind

JCK Senior Editor