For generations, Underwood Jewelers has been part of life’s most meaningful moments for families throughout Jacksonville and beyond. From engagements and anniversaries to milestone celebrations and personal treasures, our San Marco showroom has welcomed countless clients through its doors since 1953.

Now, we’re beginning an exciting new chapter with a San Marco store renovation in Jacksonville. This transformation will honor our history while creating an elevated experience for the generations of clients who will visit us in the years ahead.

Founded in 1928, Underwood Jewelers has spent nearly a century building relationships within the Jacksonville community. This renovation represents our continued commitment to San Marco, our clients, and the future of fine jewelry and watch experiences in Northeast Florida.

A Historic San Marco Showroom Gets a Fresh Perspective

The San Marco showroom has long been a special place for Underwood Jewelers. Located in one of Jacksonville’s most beloved neighborhoods, the store has been a destination for those searching for exceptional jewelry, luxury watches, and trusted guidance during life’s biggest moments.

The renovation will bring a refreshed look and feel to the showroom while preserving the character and connection that have made the location a Jacksonville landmark for decades. Every detail has been thoughtfully considered to create a showroom experience that feels both elevated and inviting.

Updates include:

• A complete interior redesign 
• A new exterior façade inspired by the architectural style of San Marco Square 
• Expanded spaces for luxury watches and fine jewelry
• Enhanced areas for engagement ring consultations and personalized service 
• A more comfortable and welcoming environment for clients to explore our collections 

Creating a More Personalized Jewelry Experience

At Underwood Jewelers, every client interaction is personal. Whether someone is selecting an engagement ring, searching for a meaningful gift, or exploring a luxury timepiece, our goal has always been to provide knowledgeable guidance in a welcoming environment.

The redesigned San Marco showroom will introduce new spaces that allow our team to continue providing that same level of personalized service while showcasing our collections in a more modern and immersive setting.

Clients will be able to explore fine jewelry, diamonds, engagement rings, and prestigious Swiss watch brands in an environment designed around comfort, connection, and discovery. 

Serving Jacksonville Clients Throughout the Renovation

While construction is underway, the San Marco showroom remains open. The renovation has been carefully planned in phases so clients can continue visiting the store and receiving the same trusted service they have known for decades.

Our team remains available for jewelry consultations, engagement ring appointments, watch services, and all of life’s celebrations throughout the renovation process.

The completed showroom is expected to open in Fall 2026, and we look forward to sharing this next chapter with our clients throughout Jacksonville, Ponte Vedra Beach, and the surrounding communities.

Celebrating the Past, Welcoming the Future

For nearly 100 years, Underwood Jewelers has remained committed to exceptional craftsmanship, integrity, and service. From our San Marco roots to our Avondale and Ponte Vedra Beach locations, we are honored to continue serving generations of clients who trust us with their most meaningful purchases.

We invite you to follow along as our San Marco showroom transformation takes shape. We look forward to welcoming you into the refreshed space and continuing to create unforgettable jewelry experiences for years to come.