In Atlanta, the jewelry business is often a multigenerational affair

The pull of familial ties is strong in many industries. But in Atlanta, nowhere is this more true than in the jewelry business. Many local companies span decades and generations, often deeply rooted in their communities. Sara Beth Brown Prendeville, president of Brown & Co. Jewelers, thinks clients gravitate toward independent and family-owned stores because of their experience, which is often predicated on core values set generations before. When investing in fine jewelry, buyers value longstanding relationships. “Purchasing a piece of jewelry is so much more than a transaction,” she says.

Ronnie Agami, owner of Universal Diamonds, also stresses that “the relationships you make in this industry are priceless, from the client all the way to the supplier. We now work with children and grandchildren of our father’s original clients. It’s a privilege to work in a family business.”

Photograph by Wedig & Laxton

Here are seven family-run Atlanta-area jewelry stores to browse this Valentine’s Day.

Brown & Co. Jewelers
Brown & Co. Jewelers celebrates 50 years this year with big news, such as the Roswell location’s addition of the largest David Yurman boutique in the state, and the Buckhead location’s recent move to Buckhead Village District. The company has been helmed since May 2022 by president and second-generation Brown family member Sara Beth Brown Prendeville (her father, Frank, still serves as CEO). The Buckhead outpost offers Rolex, Cartier, and designer watch boutiques—and is adding a Patek Philippe boutique this year.

D. Geller & Son
Founded in 1939 by Dan Geller, D. Geller & Son was the first jewelry wholesaler and diamond dealer in the Southeast. (The family’s industry ties go back 15 generations, and a branch of the Geller family served as jewelers…