Underwood Jewelers
Underwood Jewelers is a 6th-generation family-owned fine jewelry and luxury watch retailer founded in 1928 in Jacksonville, Florida. Operating three retail showrooms, it serves affluent Northeast Florida consumers with engagement rings, branded watches, designer jewelry, and in-house gemological services.
- Company typePrivate
- Founded1928
- HeadquartersJacksonville, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
Underwood Jewelers firmographics
Firmographics- Name
- Underwood Jewelers
- Legal name
- Underwood Jewelers
- Website
- https://underwoodjewelers.com
- Company type
- Private
- Founded year
- 1928
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Underwood Jewelers is a 6th-generation family-owned fine jewelry and luxury watch retailer founded in 1928 in Jacksonville, Florida. Operating three retail showrooms, it serves affluent Northeast Florida consumers with engagement rings, branded watches, designer jewelry, and in-house gemological services.
- Ownership category
- akta.pro rank
Underwood Jewelers industry classification
Industry- Product category
- Fine Jewelry Retail
- NAICS
- Jewelry Retailers (458310), Jewelry and Silverware Manufacturing (33991)
- SIC
- Retail-Jewelry Stores (5944)
- akta.pro primary industry
- Custom/Bespoke Jewelry Retail Studios (CRAKAGAJ)
- akta.pro secondary industries
- Fine Jewelry Manufacturing (Precious Metals & Gem-Set) (CRAKAIAA), Bespoke Jewelry Collections for Brands (Design Services) (CRAKAHAJ), Diamond Jewelry (CRAKAAAA)
Keywords
Where Underwood Jewelers is headquartered
LocationHeadquarters
- HQ city
- Jacksonville
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Underwood Jewelers business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Jewelry Sales: Primary revenue from selling engagement rings, fashion jewelry, bridal items, and luxury watches through retail locations and e-commerce.
- Watch Repair Services: Watch repair services including Rolex-certified technicians with CW21 and SAWTA designations.
- Jewelry Repair & Appraisals: Repair services and jewelry appraisals provided by two master jewelers on staff.
- Custom Design Services: Custom jewelry design consultation and creation services.
- Financing & Layaway: Financing programs including 0% interest for 12 months and 10-month layaway with 20% down payment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Monthly Specials - Entry level at $100 |
| Unit Pricing | Pay-as-you-go | Fashion & Designer Jewelry - Mid range $175-$22,500 |
| Unit Pricing | Pay-as-you-go | Rolex Watches - Luxury $6,200-$68,800 |
| Unit Pricing | Pay-as-you-go | TUDOR Watches - Accessible Luxury $4,725-$7,000 |
| Unit Pricing | Pay-as-you-go | Engagement Rings - Premium $750-$43,300+ |
| Transaction based/ take rate | Monthly | Financing Options |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Underwood Jewelers product offering
Product offeringCore offering
Underwood Jewelers is a 6th-generation, family-owned fine jewelry retailer founded in 1928 that sells engagement rings, designer fashion jewelry, and luxury watches (Rolex, TUDOR, Seiko) through three retail showrooms in Northeast Florida and its own e-commerce site. The company also provides jewelry and watch repair, custom design, appraisals, financing, and a proprietary 'Grow a Diamond' diamond trade-up program, and operates the only AGS accredited gem lab in Jacksonville with ASET light-performance evaluation technology.
Product overview
Underwood Jewelers is a 6th-generation family-owned retail jewelry company (established 1928) operating as an Official Rolex Jeweler and member of the American Gem Society. The product portfolio centers on fine jewelry and luxury watches, featuring engagement rings (solitaire, halo, three-stone, vintage-inspired, custom designs), branded watches (Rolex, TUDOR, Seiko), and exclusive house collections (Underwood's Designs, Kipekee Diamonds, Forevermark). The company offers proprietary services including the Grow a Diamond trade-up program and in-house ASET technology for diamond light performance grading. An extensive designer network includes David Yurman, Roberto Coin, Lagos, Ippolita, Marco Bicego, Mikimoto, Erica Courtney, Hearts on Fire, and Monica Rich Kosann. Services include custom jewelry design, watch repair (Rolex-certified), jewelry repair, appraisals, financing, and corporate gift programs.
Differentiator
Problem solved
Functional benefit
Brands
- Underwood's Designs: The company's proprietary jewelry collection featuring engagement rings, wedding bands, and fashion jewelry crafted in platinum and 18 karat gold.
- Underwood's Estate
- Kipekee Diamonds
Products and services
- Engagement Rings
- Rolex Watches
- TUDOR Watches
- Seiko Watches
- Kipekee Diamonds
- Forevermark Diamonds
- Underwood's Designs
- Estate Jewelry
- David Yurman Designer Jewelry
- Roberto Coin Designer Jewelry
- Lagos Designer Jewelry
- Ippolita Designer Jewelry
- Marco Bicego Designer Jewelry
- Mikimoto Designer Jewelry
- Erica Courtney Designer Jewelry
- Hearts on Fire Designer Jewelry
- Monica Rich Kosann Designer Jewelry
- William Henry Knives & Pens
- Custom Design Services
- Watch Repair Services
- Jewelry Repair & Appraisals
- Financing & Layaway
- Grow a Diamond Program
- AGS Accredited Gem Lab Services
Quantifiable outcome
- Rejects 95 out of 100 diamonds to maintain quality standards
- +2 more outcomes
Companies that use Underwood Jewelers
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Underwood Jewelers technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Underwood Jewelers partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and major.
- Rolex Watch CompanycoreUnderwood Jewelers is part of the worldwide network of Official Rolex Jewelers, authorized to sell and maintain Rolex Watches. This prestigious designation requires meeting Rolex's strict standards for expertise, facilities, and customer service.
- TUDORcoreAuthorized TUDOR watch dealer offering the full range of TUDOR timepieces including Black Bay, Pelagos, 1926, and Royal collections. TUDOR is a Swiss-made watch brand created by Hans Wilsdorf, founder of Rolex.
- American Gem SocietycoreMember of American Gem Society, an organization where only the most ethical, educated and consumer protective jewelers are qualified to join. Provides access to AGS grading standards and accreditation.
- Kipekee Diamond Sources (Namibia, Botswana, South Africa)coreEthical diamond sourcing partnerships with mining communities in Namibia, Botswana, and South Africa. A portion of Kipekee Diamond sales reinvested into local education, healthcare, and sustainability programs.
- David YurmanmajorAuthorized David Yurman retailer featuring their signature Cable Classics, Albion, and Crossover collections including bracelets, earrings, rings, and necklaces.
- Roberto CoinmajorAuthorized Roberto Coin retailer featuring Venetian Princess collection and signature ruby pieces.
- LagosmajorAuthorized Lagos retailer featuring Caviar collection bracelets, earrings, rings, and watches. Lagos pioneered accessible fine jewelry since 1977.
- MikimotomajorAuthorized Mikimoto retailer featuring cultured pearls and pearl jewelry, continuing the legacy of Kokichi Mikimoto who first created cultured pearls in 1893.
- IppolitamajorAuthorized Ippolita retailer featuring Italian-designed fine jewelry with organic silhouettes and sculpted forms.
- Marco BicegomajorAuthorized Marco Bicego retailer featuring hand-crafted Italian jewelry from the Venetian region.
- Erica CourtneymajorAuthorized Erica Courtney retailer featuring rare gemstones sourced worldwide with delicate, feminine designs worn by celebrities including Julia Roberts and Sandra Bullock.
- Forevermark (De Beers Group)coreOfficial Forevermark Jeweler offering diamonds from De Beers Group with responsible sourcing standards including care for advancement of women and natural world protection.
- Origin De Beers GroupcorePartnership offering Origin diamonds from De Beers Group with full traceability and story behind each stone.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Underwood Jewelers competitors and assessment
Company assessmentDirect peers
- Robbins Brothers: Engagement-ring-focused specialty jeweler with multiple locations across the western U.S. Comparable as a bridal-specialist retailer, though heavier on volume and lighter on luxury watch and designer fashion mix.
- Hamilton Jewelers: Independently owned, multi-generational fine jewelry retailer with locations in Florida (Palm Beach Gardens, Boca Raton) and Princeton, NJ. Closest analog: family-led, multi-store, Rolex-authorized jeweler with deep custom and bridal business.
- Windsor Jewelers: Multi-location independent fine jewelry retailer in North Carolina carrying Rolex, designer brands, and offering custom design and repair services. Comparable independent multi-store luxury model.
- Lee Michaels Fine Jewelry: Independently owned multi-store fine jeweler across Louisiana and Texas carrying Rolex, designer brands, and bridal collections. Comparable footprint, brand portfolio, and high-touch retail model.
- Hyde Park Jewelers: Multi-location independent fine jewelry retailer (Texas, Arizona, Colorado) offering Rolex, David Yurman, Mikimoto and bridal-focused design services. Closely comparable in product mix, designer portfolio, and luxury positioning.
Broad incumbents
- Signet Jewelers: Parent company of Kay Jewelers, Zales, Jared, and Blue Nile — the largest jewelry retailer in North America. Comparable category but mass-market rather than high-luxury focus.
- Tiffany & Co. Iconic global luxury jewelry brand and retailer (now part of LVMH). Overlaps on fine jewelry, bridal, watches, and luxury positioning but operates at vastly larger scale across hundreds of stores worldwide.
Emerging players
- Mejuri: Direct-to-consumer fine jewelry brand targeting younger millennial and Gen Z buyers with accessible-luxury pricing. Adjacent competitor for fashion and gift jewelry, particularly in lower price tiers.
- Blue Nile: Online-first diamond and fine jewelry retailer (now part of Signet). Competes with Underwood on bridal and diamond categories through a digital-only model, putting pressure on showroom-based retailers.
- VRAI: Vertically integrated lab-grown diamond jewelry brand. Directly competes in the bridal and diamond categories where Underwood's natural-differentiation strategy is most exposed.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Underwood Jewelers social profiles
Digital presenceUnderwood Jewelers compliance and trust
Trust signalCompliance1 record
Underwood Jewelers financial estimates
Financial estimateRevenue estimate
Valuation estimate
Underwood Jewelers leadership team
Management profileNumber of profiles
Profiles3 records
Underwood Jewelers funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Underwood Jewelers M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Underwood Jewelers
What does Underwood Jewelers do?
Underwood Jewelers is a 6th-generation, family-owned fine jewelry retailer founded in 1928 that sells engagement rings, designer fashion jewelry, and luxury watches (Rolex, TUDOR, Seiko) through three retail showrooms in Northeast Florida and its own e-commerce site. The company also provides jewelry and watch repair, custom design, appraisals, financing, and a proprietary 'Grow a Diamond' diamond trade-up program, and operates the only AGS accredited gem lab in Jacksonville with ASET light-performance evaluation technology.
Is Underwood Jewelers a public or private company?
Underwood Jewelers is a private company. It is classified as family owned and is currently operating.
When was Underwood Jewelers founded?
Underwood Jewelers was founded in 1928. It employs 11 to 50 people.
Where is Underwood Jewelers based?
Underwood Jewelers is headquartered in Jacksonville, United States, in the North America region.
How does Underwood Jewelers make money?
Five revenue lines are on record. Jewelry Sales are the primary driver. The others are watch Repair Services, jewelry Repair & Appraisals, custom Design Services and financing & Layaway.
Who are Underwood Jewelers's main competitors?
Direct peers on record are Robbins Brothers, Hamilton Jewelers, Windsor Jewelers, Lee Michaels Fine Jewelry and Hyde Park Jewelers. Broad incumbents are Signet Jewelers and Tiffany & Co.. Emerging players are Mejuri, Blue Nile and VRAI.
Does Underwood Jewelers have an API?
No public API is recorded for Underwood Jewelers.
What industry is Underwood Jewelers in?
Underwood Jewelers's product category is Fine Jewelry Retail. Its primary akta.pro industry code is CRAKAGAJ, Custom/Bespoke Jewelry Retail Studios, with a secondary code of CRAKAIAA, Fine Jewelry Manufacturing (Precious Metals & Gem-Set). Its NAICS code is 458310 and its SIC code is 5944.