Business Details
50+ Years
experience
Luxury Jewelry & Watch Experts in Jacksonville, FL
Since 1928, Underwood Jewelers has been a trusted name in Jacksonville and Northeast Florida, offering luxury jewelry, engagement rings, and timepieces. As a sixth-generation family business, we prioritize quality through our unique philosophy encompassing craftsmanship, design, and exceptional customer service. Our American Gem Society membership reflects our commitment to ethical standards and continuous education, ensuring our team remains among the most knowledgeable in the industry.Specializing in custom designs, watch repairs, and diamond upgrades, we combine traditional artistry with modern technology to meet evolving customer needs. Our dedication to community and personalized service has solidified our reputation as a leader in the jewelry industry.
Services
Engagement Rings
Custom Jewelry Design
Watch Repairs
Appraisals
Diamond Upgrades
Jewelry Repairs
Layaway Program
Corporate Gifts
Estate Jewelry Sales
Watch Servicing
Details
- Year established: 1928
Highlights and features
- We are a sixth-generation family business with 95+ years of local expertise.
- Our team includes AGS-certified jewelers and Rolex-trained watchmakers.
- We offer exclusive custom design services with personalized client involvement.
- Our laser technology ensures precise, heat-damage-free jewelry repairs.
- We provide diamond upgrade programs with full credit toward future purchases.
Associations and certifications
- American Gem Society
Services
Custom Jewelry Design
Our custom design service transforms personal visions into unique jewelry pieces. Clients collaborate with AGS-certified designers to create engagement rings or repurpose heirlooms using advanced technology and traditional craftsmanship. The process takes 3-12 weeks depending on complexity, with options for client involvement at every stage while maintaining strict quality standards.
Watch Repairs
As a Rolex Authorized Service Center, we offer certified repairs for luxury watches. Our CW21/SAWTA-certified technicians handle Rolex, Tudor, and other premium brands using manufacturer-approved methods. Services include battery changes, bracelet sizing, and complete overhauls with 24-hour turnaround for minor repairs while ensuring water resistance and functional integrity.
Jewelry Appraisals
Our Graduate Gemologists provide detailed jewelry appraisals for insurance, estate planning, or resale purposes. Using GIA-certified evaluation methods, we determine market value based on material quality, craftsmanship, and current market trends. Appraisals cost $150 per item with discounted rates for multiple pieces, conducted by appointment at all store locations.
Diamond Upgrades
The Grow a Diamond program allows customers to upgrade their Underwoods-purchased diamonds at any time. Full original purchase value applies toward larger stones with no time restrictions. Non-Underwoods diamonds undergo GIA-grade evaluation for trade-in value, enabling clients to progressively enhance their jewelry collection while maintaining investment value.
Jewelry Repairs
Our master jewelers perform precision repairs using state-of-the-art laser technology. Services include ring sizing, prong restoration, chain soldering, and gemstone replacement for gold, platinum, and silver. Repairs start at $35 with complimentary inspections, ensuring safety and longevity of treasured pieces while maintaining original craftsmanship integrity.
People
C. Clayton Bromberg
Certified Gemologist
AGS-certified gemologist since 1982 with expertise in diamond grading and jewelry evaluation. Leads staff training programs to maintain industry-leading standards in gemological knowledge.
R. Michael Richards
Certified Gemologist
1991 AGS graduate specializing in colored gemstones and appraisal services. Combines technical expertise with customer education to enhance client understanding of jewelry investments.
Denise Richards
Certified Gemologist Appraiser
2015 AGS-certified appraiser with specialization in insurance valuation and estate jewelry assessment. Maintains rigorous documentation standards for accurate market value determinations.
John Rutkowski
Registered Jeweler
2009 AGS-registered jeweler with expertise in custom design consultations. Guides clients through the creative process while ensuring technical feasibility of intricate jewelry designs.
Mary Laurel Underwood
Registered Jeweler
2025 AGS-registered jeweler representing the sixth generation of family leadership. Focuses on maintaining traditional craftsmanship while integrating modern design technologies for contemporary jewelry solutions.
Questions
Do you sell lab-grown diamonds?
No, we exclusively offer natural diamonds due to their inherent rarity and value compared to man-made alternatives.
Can you size rings using modern techniques?
Yes, we use laser welding technology for precise ring sizing starting at $35, minimizing heat damage risks.
What watch brands do you service onsite?
We specialize in Rolex repairs with certified technicians, while other brands require manufacturer shipping.
Do you offer jewelry layaway programs?
Yes, our 10-month interest-free layaway requires 20% down payment with no credit check required.
Can you authenticate Rolex watches?
Yes, our certified Rolex watchmakers perform complete authentication through official service procedures.
Do you buy pre-owned jewelry?
Yes, our gemologists evaluate estate jewelry for purchase or trade-in with competitive market pricing.
