London Jewelers is proof that a passion for jewelry runs in the family. Four generations have played an integral role in its growth from one small storefront to an internationally recognized retailer with 13 locations, including branded designer boutiques, across Manhattan and Long Island, New York.
Charles London, a clock maker, opened his first store in the city of Glen Cove in 1926. Current company president Candy Udell — whose husband, CEO Mark Udell, is London’s grandson — recalls Friday night dinners with her in-laws and children in the store’s basement. She began her career “wrapping purchases and polishing silver” until she was “trusted to do more.”
Her daughter, Randi Udell Alper, grew up in the store. “It was my after-school activity,” explains Udell Alper, who is now a vice president at the company. People think of London Jewelers as a “family business” in the most positive sense, she says. Udell’s son, Scott, and her nephew Zach Udell are also vice presidents and are actively involved in operations.
Even their more than 200 employees and customers are embraced as members of the extended family. “We’re always trying to do our best, and it takes a village,” says Candy Udell, who believes their integrity resonates strongly with customers as well.
Expanding their offerings
Commitment to their customers led the Udells to think outside the box. With the opening of their Wheatley store in 1980, they introduced the concept of a branded shop within a shop, allowing them to showcase individual prestige brands.
“We recognized that there were many brands in the jewelry industry. At that time, no one else was doing that. It really helped us make a statement and set a trend,” Udell explains. She acknowledges that they were lucky to have secured affiliations and partnerships with many of the world’s finest jewelry houses and watch brands. Rolex, Chanel, Cartier, and Van Cleef & Arpels are among the branded boutiques London Jewelers operates.
The recently completed renovation of their flagship at the Americana Manhasset luxury mall reflects the company’s dedication to creating a “family-like” feel in its stores. The store is both elegant and inviting, with Art Deco touches, soft couches in white, and lighting fixtures sourced in Europe. “On buying trips to Europe, we explored different materials and elements to create something glamorous,” Udell Alper says. “We worked with small vendors who produce artisanal elements that no one else has.”
Udell says she can’t wait until Covid-19 is under control and “we can wheel out the bar and food carts” and hold events. While they did not have to implement any design changes to prevent the spread of the virus, the Udells have adopted strict protocols in all their stores, consulting with New York healthcare provider Northwell Health to ensure the highest standards. In addition to temperature checks, all patrons must show ID for contact tracing if it proves necessary.
The merchandise assortment at each of the London Jewelers stores is tailored to its specific demographic. Udell says they continually evaluate customers’ purchases and tastes, and always take their requests into account.
“We know what our customers want,” Udell Alper elaborates. “But they also come to us because we represent the best brands. And they expect us to set the trend because they know that we scour the world to find these items.”
Still, London Jewelers is not intimidating in its offerings, she stresses. “We carry something for everyone. Customers can find something for under $100 or over $1 million.”
Adjacent to London Jewelers in Americana Manhasset, the TWO by London engagement shop caters to a younger demographic, with engagement rings and wedding bands ranging from under 1 carat to 3 carats. The store, which Scott Udell developed, was specifically designed for customers who might be deterred by displays of larger diamonds.
Versatile collections
Udell Alper has introduced her own designs for bracelets, earrings, necklaces and rings under the London Collection, which she describes as “affordable and fun.” These lifestyle pieces can go from day to night and layer seamlessly with luxury items.
London Jewelers frequently designs pieces for specific charities, with all proceeds going to the organizations. Udell has also created her own line to support the Rescue Paw Foundation. “Since its inception in 2010, proceeds from Our Cause for Paws jewelry have helped find homes for over 7,000 rescue dogs,” she says.
In 2011 and 2012, mother and daughter combined their talents to design the highly publicized jewel-encrusted Fantasy bras for Victoria’s Secret. “It definitely was the experience of a lifetime,” says Udell. “We’ve been fortunate to be part of some pretty amazing events over the years, but the Victoria’s Secret Fashion Shows were some of the most memorable.”
She proudly adds that her grandchildren are known to hand out cookies in the family store on weekends. “We’re grooming the fifth generation. In a few years, we will celebrate our centennial. Looking back, it has been an amazing ride. And to have taken this ride with my family and knowing that they will carry on is overwhelming.”
londonjewelers.comArticle from the Rapaport Magazine - February 2021. To subscribe click here.