Long Jewelers

What Long Jewelers does

Long Jewelers (Long Jewelers Inc.) is a family-owned retail jewelry store operating a single showroom at 2965 Virginia Beach Boulevard in Virginia Beach, Virginia, serving the Hampton Roads region including Norfolk, Chesapeake, Portsmouth, and Suffolk. Founded approximately in 1990 and operating for over 30 years, the company functions as a full-service fine jewelry retailer rather than a pure transactional store, offering bridal collections (engagement rings and wedding bands), timepieces (luxury and fine watches including pre-owned Rolex, Citizen, Ebel, Raymond Weil, and Seiko Luxe), and general fine jewelry (necklaces, earrings, bracelets, fashion rings). Its assortment spans 50+ designer brands, including TACORI, Simon G., Hearts on Fire, Gabriel & Co., Fana, CrownRing, Benchmark, A.JAFFE, Coast Diamond, Noam Carver, and others, supported by in-house custom design, jewelry and watch repair, appraisals, gold buying, and luxury watch consignment services.

The company monetizes through one-time unit sales of high-value jewelry and timepieces, with pricing spanning roughly $245 for entry-level items to over $141,000 for high-end designer pieces and most inventory concentrated in the $500–$10,000 range. Distribution relies primarily on the physical showroom (Mon–Fri 10 AM–6 PM, Saturday 10 AM–4 PM), supplemented by an e-commerce storefront on longjewelers.net offering online browsing, purchase, and FedEx shipping with insurance and signature requirements. A "Create Your Ring" online digital tool allows customers to configure engagement rings by center-stone shape, metal type, setting style, and designer; no proprietary technology stack, AI/ML capabilities, or platform-architecture disclosures were identified in the input. The business holds the "Best of Virginia" recognition from Virginia Media, has GIA-certified gemology staff and a COSC-certified master watchmaker on team, and employs 11–50 people.

The target customer is individual consumers purchasing fine jewelry for engagement, wedding, anniversary, and milestone occasions, as well as luxury watch collectors and enthusiasts. Marketing channels include email newsletters, SEO-rich educational content (diamond education, jewelry guides, watch guides, style guides), and local event activations such as Wedding Band Expos and Mother's Day events. The company is privately held with no disclosed funding rounds, no parent company, and no institutional investment identified, operating as an independent founder/family-owned small business.

Name

Long Jewelers

Legal name

Long Jewelers Inc.

Website

https://longjewelers.net

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Long Jewelers is a family-owned retail jewelry store in Virginia Beach serving the Hampton Roads market for over 30 years, offering engagement rings, wedding bands, fine jewelry, and luxury watches across 50+ designer brands, with custom design, repair, and appraisal services.

Ownership category

akta.pro rank

Product category

Retail Jewelry

NAICS

Jewelry Retailers (458310)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Bridal & Engagement Jewelry Retail (CRAKAGAC)

akta.pro secondary industries

Bridal Jewelry Retail (Bridal Boutiques/Chains/Online) (CRAKACAH), Diamond Jewelry (CRAKAAAA), Bridal Jewelry Services (Sizing, Engraving, Cleaning, Appraisals, Warranties/Insurance Add-ons) (CRAKACAJ), Custom Bridal & Engagement Design (CRAKAHAB)

Keywords

• Fine jewelry retail
• Engagement rings
• Luxury timepieces
• Custom jewelry design
• Jewelry repair services

Headquarters

HQ city

Virginia Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Jewelry and Timepiece Sales: Long Jewelers generates revenue through the sale of fine jewelry products including engagement rings, wedding bands, fine jewelry (necklaces, earrings, bracelets, rings), and luxury timepieces (including pre-owned Rolex watches). They also offer custom design services and jewelry/watch repair services.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Long Jewelers is a family-owned retail jewelry store that sells bridal collections (engagement rings and wedding bands), luxury and fine timepieces (including pre-owned Rolex), and fine jewelry (necklaces, earrings, bracelets, and fashion rings) from over 50 designer brands. The store also offers custom design services, jewelry and watch repair, appraisals, gold buying, and watch selling/consignment, supported by GIA-certified staff and a COSC-certified master watchmaker.

Product overview

Long Jewelers is a traditional retail jewelry store serving Virginia Beach and the Hampton Roads area for over 30 years, offering a comprehensive portfolio of fine jewelry products and services. The core offerings consist of Bridal Collections (engagement rings and wedding bands), Timepieces (luxury and fine watches including pre-owned Rolex), and Fine Jewelry (necklaces, earrings, bracelets, rings). The store carries over 50 designer brands including TACORI, Simon G., Hearts on Fire, Gabriel & Co., Fana, CrownRing, Benchmark, A.JAFFE, Coast Diamond, Noam Carver, and many others. Services include custom jewelry design, jewelry and watch repair, appraisals, gold buying, and watch selling/consignment. A 'Create Your Ring' digital tool allows customers to design custom engagement rings online by selecting center stone, metal type, and setting style. The product portfolio operates as a unified retail offering where designers are distributed across the main product categories (bridal, timepieces, fine jewelry), with services (custom design, repair, appraisals) supporting the entire product ecosystem.

Differentiator

Problem solved

Functional benefit

Products and services

• Bridal Collections Engagement rings and wedding bands including halo, side stone, solitaire, and three-stone settings in multiple diamond cuts (princess, round, radiant, oval, emerald, marquise, pear), priced from $500 to over $5,000. Targeted at consumers shopping for engagements and weddings.
• Timepieces and Luxury Watches Luxury and fine watches including pre-owned Rolex, Citizen, Ebel, Raymond Weil, and Seiko Luxe brands, paired with watch repair and maintenance services. Targeted at watch enthusiasts and gift purchasers.
• Fine Jewelry Necklaces, earrings, bracelets, and fashion rings in precious metals and gemstones, across price points from budget-friendly to over $5,000, including diamond bracelets and diamond rings from multiple designer brands.
• Estate Jewelry Pre-owned and vintage jewelry pieces offering character, craftsmanship, and historical significance with collectible value for individual consumers.
• Pre-Owned Rolex Watches Curated collection of pre-owned luxury Rolex timepieces offering premium craftsmanship and classic designs at exceptional value, backed by authentication and valuation expertise.
• Custom Design Services Bespoke jewelry creation service allowing clients to design one-of-a-kind pieces incorporating personal stories, meaningful symbols, heirloom stones, and custom engraving, supported by advanced visualization techniques.
• Repair Services Professional jewelry and watch repair including routine maintenance, battery replacement, crystal repairs, movement servicing, strap adjustments, and full restoration.
• Appraisals Professional jewelry and watch appraisal services for insurance, estate, and personal valuation purposes.
• Gold Buying Service allowing customers to sell their gold jewelry for cash valuation.
• Watch Selling and Consignment Service allowing customers to sell luxury and fine watches directly or via consignment with expert valuation and a transparent process.
• Designer Jewelry Collections Curated assortment of designer jewelry collections from over 50 brands including TACORI, Simon G., CrownRing, Hearts on Fire, Gabriel & Co., Fana, Benchmark, A.JAFFE, Coast Diamond, Noam Carver, Martin Flyer, Goldman, Charles Krypell, I. Reiss, Steven Douglas, Hulchi Belluni, Doves by Doron Paloma, Kattan, ArtCarved, Forevermark, Kirk Kara, Vahan, Penny Preville, Scott Kay, Precision Set, Levian, Lazare, Forge, Triton, Meira T, Memoire, Michael B, Alor, Ammara Stone, AVA Couture, Bleu Royale, Brook & Branch, Cherie Dori, Chimento, Demarco, Diana, The Henderson Collection, Herco, Imagine Bridal, Jeff Cooper, Kelly Waters, Kronaby, and Peter Storm.
• Gift Cards Gift cards available for purchase to give as gifts for jewelry and watches.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered minor.

• Hearts on FireminorOthersAuthorized retailer of Hearts on Fire brand diamonds and jewelry, known for 'World's Most Perfectly Cut Diamonds' trademark.
• TACORIminorOthersAuthorized retailer of TACORI bridal and fine jewelry collections featuring signature crescent designs and craftsmanship.
• Simon G.minorOthersAuthorized retailer of Simon G. jewelry collections known for modern aesthetics with vintage-inspired details.
• Gabriel & Co.minorOthersAuthorized retailer of Gabriel & Co. jewelry collections blending contemporary allure with classic glamour.
• FanaminorOthersAuthorized retailer of Fana jewelry known for vibrant femininity, bold color, and meticulously set diamonds.
• Pre-Owned RolexminorOthersAuthorized dealer of pre-owned Rolex watches with expertise in luxury timepiece authentication and valuation.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Helzberg Diamonds: Multi-store U.S. jewelry chain carrying bridal, fashion, and watch brands; comparable as a mid-market fine jewelry retailer with strong bridal focus and brand partnerships similar to Long Jewelers.
• Reeds Jewelers: Regional U.S. jewelry retailer with a showroom-and-e-commerce model selling bridal, fashion, and luxury watch brands. Highly comparable omnichannel structure and bridal-led assortment.
• Ben Bridge Jeweler: Family-rooted U.S. jewelry chain with multi-location showrooms and an e-commerce site; carries designer bridal and luxury watch brands analogous to Long Jewelers' assortment.

Broad incumbents

• Zales (Signet Jewelers): Large national jewelry retailer under Signet offering bridal and fashion jewelry at accessible price points; competes for the same value-to-mid-luxury bridal customer as Long Jewelers.
• Kay Jewelers (Signet Jewelers): Largest U.S. mall-based jewelry chain focused on bridal and gifting; broad incumbent competing directly with Long Jewelers for engagement ring and anniversary purchases.
• Tiffany & Co. (LVMH): Iconic luxury jewelry house covering bridal, fine jewelry, and watches at the high end of the market; relevant incumbent for aspirational luxury trade-in/sell and gift purchases.

Emerging players

• Blue Nile (Signet Jewelers): Online-first diamond and fine jewelry retailer (now owned by Signet); competes on selection and price transparency for the same bridal buyer that visits Long Jewelers' showroom.
• Brilliant Earth: Online and showroom-based retailer specializing in ethically sourced bridal and fine jewelry; overlaps with Long Jewelers on bridal assortment and on the showroom-plus-online distribution model.
• James Allen (Signet Jewelers): Online diamond and engagement ring retailer known for 360° visualization technology; competes for the same digitally engaged bridal customer Long Jewelers courts with its Create Your Ring tool.

Regional players

• Jared The Galleria of Jewelry (Signet Jewelers): Larger-format Signet banner offering bridal, fashion, and watch categories; broadly comparable assortment and customer to Long Jewelers but operates in bigger-box, higher-traffic formats.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/longjewelers1
• Facebookfacebook.com/longjewelers1
• LinkedInlinkedin.com/company/long-jewelers

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Long Jewelers