How one family-owned Elizabeth and red bank jewelry business has competed successfully with the big retailers…for 50 years
Situated on a quaint strip of Front Street, in the heart of Red Bank’s downtown shopping district, Leonardo Jewelers and all of its sparkling inventory and posh storefront market space is an important stop on the trendy neighborhood’s exclusive retail map. But the storied vendor is no brash newcomer; in fact, the shop has provided personal and customized service to almost three generations of New Jersey shoppers.
“I think the one thing that makes this store so unique is that we have married the concept of beautiful jewelry with exceptional customer service,” noted Michael Zeik, who co-owns the family store with his four brothers and sisters. “Yes, we sell designer watches and all types of custom jewelry designs, but the bond we have with our customers is like no other.”
That fidelity is a concept the brother-sister business took straight from their customer-centric father. A Cuban-Lebanese immigrant, Leonardo Zeik started his career as a jewelry merchant after arriving in the United States. He opened his first eponymous store in Elizabeth in 1964.
“In Cuba, his family was in the textile business,” Zeik said. “But when he came to the U.S., his friend had started selling jewelry. He told my dad that Cubans were coming to this country looking to purchase wedding bands, watches, crucifixes, and chains because they couldn’t bring those kinds of possessions with them. They wanted to have something that would connect them to who they had been when they were living in Cuba, so his original mission as a jeweler was to bring those basic jewelry needs to the Cuban community.”
The store evolved and expanded over the years, morphing from a small community jewelry store to one of the state’s largest fine jewelers. Today, Zeik and the store’s co-owners Lourdes Zeik-Chivi, Vivian Zeik, Leo Zeik, and Ivette Zeik- Sernicola, pride themselves on offering an extensive array of award-winning Swiss timepieces, along with a large inventory of 18k gold and platinum, precious stones, and designer estate pieces.
“We just take a personal approach to selling,” Zeik continued. “We make sure a customized, individual shopping experience is offered to every person who walks through the door.”
Recognized as an authorized Rolex dealer for more than 40 years, the business has a state-of-the-art watch repair shop on its premises as well as an on-site jewelry repair and design studio.
“A lot of high-end luxury jewelers were forced to change who they were during the recession,” Zeik said. “And brands like Rolex went through a transformation, too. They closed dealers throughout the country and scaled business back, but our 40-year history with the brand did not suffer.”
Leonardo carries a laundry list of other high-end brands too: Breitling, Cartier, Alex Sepkus, David Yurman, Marco Bicego, John Hardy, and Syna included. But the jeweler doesn’t strictly pride itself on being a designer name store.
“We just pride ourselves on being Leonardo Jewelers,” Zeik said.
For many years, the store has carried exclusive brands of European jewelry, hand-selected by Lourdes Zeik-Chivi at various small trade shows in Italy and beyond.
“We are the only jeweler in this particular trade group that has been invited back more than once,” Zeik-Chivi said. “But that’s part of our DNA; finding the best collections out there is what we do.”
That zeal is continually recognized by the families who buy Leonardo jewelry.
“I was recently invited to the wedding of a customer and friend, and when the groom got up to speak, the first person he thanked was me,” Zeik-Chivi said. “Before his parents and in-laws! I was completely embarrassed, but it really was a testament to how meaningful the relationship with your family jeweler can be. You’re always connected with people during the most important parts of their lives.”
That idea is reinforced by Leonardo’s concierge-style service and a master jeweler who can customize any piece.
“Customers can call on us any time of day or night,” Zeik-Chivi said. “And if you can’t get to us during normal business hours, we get to you. I’ve visited customers in Philadelphia and Delaware and arranged concierge service in California and Florida. In the past, I have sold pieces to customers over the phone, which to me, shows a real level of trust. If you can buy pearls, diamonds, and gold bracelets over the phone, your jeweler has earned your trust.”
Trunk shows are a customer hit, too. On December 13 and 14, a show profiling David Yurman will be held at the Red Bank store. On the 21st the same location will feature a show of Italian designer March Bicego’s best.
The store and its owners are also very active in the community, donating time and resources to charitable groups like the American Cancer Society, Family and Children’s Service of Monmouth County, and the Monmouth Museum.
“We want to be a part of what our customers feel is important,” added Zeik. “We’re their jeweler, but we also want to support the causes they believe in.”
That devotion to community is what has gained Leonardo such a stellar reputation in Red Bank and beyond.
“We welcome customers to our store like we welcome good friends to our home,” he concluded. “And that’s helped us foster relationships with several generations of families.”
Leonardo Jewelers
35 E Front St., Red Bank
732.978.4480
829 Elizabeth Ave., Elizabeth
908.351.0880
leonardojewelers.com
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