The Family Jewels

Many years before Audrey Hepburn had breakfast at Tiffany’s, another jewelry shop was indulging the New York elite: London Jewelers. Charles London emigrated from Europe to Glen Cove, NY, armed with training in watch repair. Stateside, he began working with a jewelry store in 1923, winding the great clocks of the estates along the Gold Coast of Long Island. His clientele comprised of the aristocratic families of the roaring 20s, including the Vanderbilts, Whitneys, and Pratts.

Charles’ burgeoning reputation and loyal following led to the launch of London Jewelers in 1926, then a quaint mom-and-pop shop that sold watches and fine jewelry. Fast forward 84 years and the same store still stands in Glen Cove, but now it’s one of five London Jewelers locations in the Hamptons, all which house the world’s most distinctive timepieces and brilliant baubles—eye candy to the exclusive region’s denizens and visitors. Four generations since its inception, under the operations of Charles’ successors, London Jewelers’ continued growth and success have proven that this family business can stand the test of time in an extremely competitive market packed with multi-billion dollar corporations—even in this current economic slump.

At a time when businesses are downsizing or closing altogether across the nation, London Jewelers is not only surviving—it’s thriving. The place to “just shop” in 1926 is a luxury lifestyle experience in the 21st century, one where more than 90 lavish designer lines are offered in pristine settings. “Every major brand wants to come to us and partner with us, because we represent all the brands so well,” says Randi Udell, a vice president at London Jewelers and Charles’ great granddaughter. “We treat them as part of our family.” Time and again, countless designers have opted to launch exclusively at London Jewelers; in fact, Ivanka Trump launched her fine jewelry collection at a London Jewelers location this past July.

Taking it one step further, select brands are more than just a name in the store; they are partners. David Yurman, Cartier, and the latest addition, Van Cleef & Arpels operate unique brand boutiques within the London Jewelers stores. When the Udells realized that Van Cleef wasn’t distributed in the Garden State, they opened a Van Cleef boutique in Short Hills, N.J., in order to allow the brand to serve that market.

“Our association with Van Cleef, which is a 100-year-old company, is reflected by London’s own tradition of 84 years and four generations of a family business,” says Randi’s mother, Candy Udell, president of London Jewelers. Randi concurs. “There’s nothing better for a brand than to have my family co-run and manage their store in a marketplace we know so well,” she says. “If a brand wants to open in the store, they come to my family.” Even though each brand boutique has its own distinct sign and entranceway, all are connected to London Jewelers, allowing shoppers to peruse through stores without going back out on the street.

“We do everything with the utmost respect to represent these European houses, like Van Cleef & Arpels, the finest jewelry house in the world,” Randi says. “We are great counterparts of Van Cleef because we have the same core values as they do. We run similar businesses.”

The Udells certainly epitomize the meaning of family business, and it’s their history, success, and dedication that led to these impressive partnerships. “My brother, Scott, and I grew up in the store, literally,” Randi says. “We’d come in after school, on holidays. We would have dinner here. It (jewelry) is our whole family’s passion. We live, eat, and breathe this business.” All members of the three generations are accounted for daily at one of the five London locations—Glen Cove, Americana Manhasset, Wheatley, East Hampton and Southampton—including Fran and Mayer Udell, ages 90 and 92, respectively. “Every day, my grandfather and dad grab breakfast together at 7 a.m. before they open the store,” says Randi. CEO Mark Udell runs the financial side of the business along with his counterpart/wife Candy, who handles the creative aspects, like store planning, advertising, and buying, responsibilites she shares with Randi. Grandfather Mayer, who sold his sweater factory in 1947 to buy the business from his father-in-law, does all the detailed hand engravings for London Jewelers, and Scott Udell, Randi’s brother, is the family’s first gemologist, who purchases the diamonds and handles the bridal business for all the stores. Scott’s wife Jessica handles the David Yurman business while juggling IT tasks. And Zach Udell, Mark’s nephew, oversees all the watch brands. “My grandma also comes to work every day at the young age of 90,” Randi says. “We all wear different hats in this business, and we come together as a family.”

Indeed, London Jewelers is not the stuffy, uppity environment one would expect from a luxury jewelry store. Rather, it is as homey as it is upscale. In the flagship Americana Manhasset store, the 15,000 square feet of space allows for openness, yet every nook and cranny is carefully considered with cases, woodwork, shadow boxes, and statement relics, such as an 1870 hand-engraved steel safe. Natural light pours through the floor-to-ceiling windows and just about everything is custom made, including the wood paneling, carpet, and chairs.

The flagship store boasts the jewelry and diamond salons, watch salon, a gift gallery with a espresso and wine bar, a flat-screen television surrounded by sofas and chairs and a masculine 96-square-foot walk-in cigar humidor that juxtaposes the feminine curves of the cases and circular flow of the store’s layout. “Between the watches and the cigars, it’s like a man’s heaven,” Randi says. “When the women are jewelry shopping, the men can relax, watch TV.” A chef prepares delectable goodies, and even Candy bakes homemade cakes and treats for the customers.

Even the furriest friends are allowed to mingle inside London. At any given time, shoppers can find one or all of the family’s four little white dogs—Bailey, Chloe, Harley, and Zoey—napping or scampering around the store.  “We want the customers to feel like it’s their own home,” says Randi. “There are so many jewelry stores that are so corporate, cold and intimidating. We have items that range from $50 to $1 million. We don’t discriminate from the big and small purchases. No matter how much you’re spending, we treat everybody like equals.”

While many Americans and companies are penny-pinching during this economic climate, business keeps booming at London Jewelers. “We have all the ingredients,” says the heiress to London Jewelers. “Our customer service, treating our clients with the utmost respect, and representing the brands with the utmost respect. It’s a combination of everything we do that makes us successful.” Indeed, London’s indelible mark in the jewelry world is as forever as diamonds.