Leonardo Jewelers began with a man who is the living embodiment of the American dream. A Cuban-Lebanese immigrant to the United States, Leonardo Zeik opened his first store in 1964. While in Europe, he cultivated relationships with the finest goldsmiths, emboldening his passion for quality and craftsmanship in the art of jewelry. This passion is reflected in the pieces in their stores, including the finest 18-karat gold and platinum jewelry and a wide array of award-winning Swiss timepieces. Leonardo taught his family the virtues of hard work, success, and most importantly, service. The business has expanded and now has two showrooms located in Metuchen, NJ and Red Bank, NJ. The service they have provided to their guests in the Red Bank community is second to none. They have their own state-of-the-art watch repair shop in their stores, personally authorized by a number of the luxury watch brands they are proud to carry. This is in addition to an on-site jewelry repair and design studio for their guests. To many in the community, the store feels like a second home, as their staff shares an unrivaled love for the guests and for fine jewelry. At Leonardo Jewelers, quality jewelry and excellent service are never sacrificed, consistently upholding the vision Leonardo Zeik always intended. For more information visit http://www.leonardojewelers.com
Leonardo Jewelers has been described as the embodiment of the American dream. Can you tell us more about the inspiring immigrant story behind the brand? What lessons do you take from the founder of the brand, Leonardo Zeik, and his warm treatment of Cuban-Americans in the early days of the business?
Leonardo Zeik: Leonardo Jewelers truly began as an American dream. Our father, Leonardo Zeik, left Cuba in 1961 at the age of 31, during the early days of the Revolution, with our mother and their four young children. He arrived in New Jersey with nothing but determination. In Cuba, he had lived a blessed life. First working in his family’s business and later starting his own business, a Firestone tire retailer. He learned English one word at a time and began to lay the foundation for what would become Leonardo Jewelers. In those early years, he worked at anything to support his family. Washing cars, pumping gas, and taking a job at a Peppermill factory. At the same time, he began selling jewelry door to door. Many of his first customers were fellow Cuban immigrants who were starting over and had little access to credit. To support them, he extended trust. Offering merchandise, including much needed home appliances and jewelry, on credit with interest free terms. That generosity made him more than a jeweler; he became a lifeline for families trying to establish themselves in a new country. By 1964, with relentless effort, he opened his first store in Elizabeth, New Jersey, Joyeria Leonardo, which carried not only fine jewelry but also furniture and appliances to meet the needs of his community. That spirit of generosity and service shaped everything we do today. Our father taught us that while quality products matter, what truly endures is when you treat people with warmth, fairness, and respect. His relationships with Cuban-American families in those early days built loyalty that lasted generations. This remains a reminder to us that jewelry is about more than gold or diamonds; it is about trust, connection, and celebrating life’s milestones. Those lessons continue to guide us as a family-owned business. They remain the cornerstone of Leonardo Jewelers.
What did Leonardo Zeik learn in Europe, particularly in Italy, about the craftsmanship behind jewelry as well as his other job experiences like running a tire company in Cuba as well as factory work, washing cars, delivering and installing dryers, etc? How did it inspire the values behind Leonardo Jewelers and the way you interact with customers today?
Leonardo Zeik: When our father traveled to Europe through a trip arranged by the Italian Trade Commission, he discovered the highest level of artistry in jewelry. He quickly fell in love with Italy and its craftsmanship, seeking out the finest goldsmiths, he connected directly with true masters of the trade. At a time when Italian jewelry was not easily accessible in the U.S., he began importing it and made it the heart of our store. By the late 1970s, nearly 90 percent of what he sold was 18k Italian crafted jewelry. He recognized the demand for 18k gold and committed himself to offering customers’ pieces of lasting quality. That early vision continues to shape Leonardo Jewelers today. Craftsmanship and artistry remain the cornerstone of our collection. His other work experiences, from running Firestone accounts across Latin America to factory shifts in New Jersey, instilled the same values that define our business. He had an exceptional work ethic. If a product fell on the factory floor, while others would discard it, he would clean it and make it sellable. No job was beneath him: he pumped gas, washed cars and supported his family however he could. Along the way, he mentored others. This includes a young Cuban boy who arrived through the Peter Pan program. He still lovingly refers to our father as his stepfather. These experiences taught us to value the dignity of every task. He found beauty even in routine work and always treated people with fairness, faith, and respect. Those lessons inspire the way we interact with customers today. Making sure that every person who enters our stores is treated with warmth, honesty, and the highest level of care.
Can you explain why you decided to have watch and jewelry repair shops inside your locations and the importance of working with luxury watch brands to ensure the best possible service in these areas?
Leonardo Zeik: For us, having jewelry and watch repair shops inside our locations has always been about providing the highest level of customer service. Jewelry and timepieces are often deeply sentimental, and having skilled craftsmen working directly on site allows our staff to stay closely connected to the process. This not only ensures the best possible service but also gives our customers peace of mind knowing that their treasured items are being cared for with the utmost attention. It also allows us to deliver quicker turnaround times and maintain complete control over the quality of the work. We have had jewelers working in-house dating back to the late 1970s. At our Elizabeth Avenue location, we had the ability to manufacture custom jewelry from start to finish, including wax molds and gold casting. Our father always understood the importance of being a full-service jeweler, capable of meeting every need in one place. The in-house watch shop came later, in the late 1990s, but it has become just as essential. Today, we work closely with many of the luxury brands we carry to ensure our shop meets their exacting standards, so that every repair and service not only meets but exceeds the expectations of our customers.
Can you speak about the studio design center in your locations, as well? What does that process look like when a customer is looking for something custom, and is there a particular example you can share where the piece meant a lot to someone?
Leonardo Zeik: Our studio design center gives customers the opportunity to bring their most personal visions to life. We offer two main approaches: one is modern CAD technology, where a detailed digital image of the design is created. From this design, we work with our trusted manufacturers to produce the perfect piece. In the other more traditional old-world lost wax casting process, a mold is made by hand to capture the exact curvatures and details of the jewelry. In either case, the process begins with the customer sharing their idea. Sometimes a sketch, sometimes just a story, our role is to transform that vision into reality. Custom work is one of our greatest joys, because it represents the most personal, inspiring side of jewelry. One recent project shows how meaningful this can be. A customer came to us after his mother had passed away, asking us to create cufflinks from the two side diamonds of her engagement ring. Because she loved flowers, we incorporated rubies to create a floral design, giving the cufflinks both beauty and deep symbolism. For him, this piece means he can feel his mother’s presence each time he wears it. For us, it was an honor to create something so personal and lasting. These are the moments that remind us why custom design is such a powerful part of what we do. It turns jewelry into living memory.
After scouting the world for the newest jewelry brands, what are the qualities you look for in a brand when you select which items to bring into your locations?
Leonardo Zeik: When we scout the world for new jewelry brands, the first thing we look for is quality. Having been immersed in this industry our entire lives, we know what true craftsmanship looks and feels like. We only select pieces that meet those standards. Beyond quality, we seek out unique designs that our customers can experience for the very first time. Pieces that are distinctive yet timeless and carry the potential to be passed down for generations. Equally important is trust. Any brand we bring into our store must be one that we can stand behind with confidence, both in the durability of the product and in the values of the manufacturer. Our name goes on every piece we present to our customers, we take that responsibility seriously. That is why we partner only with brands that share our commitment to excellence, longevity, and artistry.
Is there a particular piece of jewelry that you own that has a level of personal significance for you and explains your passion for jewelry?
Leonardo Zeik: Jewelry has always been deeply personal to our family, and each of us has a piece that carries special meaning. For Kaitlin, it is her grandmother’s vintage Rolex cocktail watch, a dainty gold timepiece with a handmade mesh bracelet from the early 1960s. Beyond its craftsmanship, it represents her grandmother’s strength and the generosity of her family, who thought of her knowing her love for vintage design. For Annie, it is a diamond bangle that belonged to her grandmother. Classic, durable, and versatile enough to wear every day. It connects her to her family while also serving as a reminder of timeless style and quality. For Ivette, the most treasured pieces are those that once belonged to her parents. Having left Cuba without possessions, the jewelry she now wears from them serves as a powerful reminder of resilience, heritage, and gratitude. And for Matthew, it is his grandfather’s Rolex Air-King, a 34mm watch that he wears fondly in the store. It is meaningful because it connects him to both of his grandfathers. His mother’s father who built Leonardo Jewelers and his father’s father who gifted him the watch. For Matthew, wearing it is a symbol of the values that both his grandparents imparted on him. Family, tradition, patience, compassion, respect, and most importantly, the shared joy of rooting for the New York Yankees.
What can guests expect to see at the celebration and grand opening of your new location in Red Bank on October 16th? Why is this event so meaningful for the community?
Leonardo Zeik: One thing is for sure: we know how to throw a party. Guests attending our grand opening on October 16th can expect an unforgettable evening in celebration of our new Red Bank location. The new showroom is a modern, sophisticated space with one of the largest footprints of any jeweler in the area, designed to be the most beautifully crafted, state of the art jewelry store in New Jersey. While it is undeniably high-end and luxurious, we have made sure it still feels like Leonardo Jewelers should; warm, welcoming, and as comfortable as walking into an old friend’s home. Guests will enjoy an extraordinary selection of one-of-a-kind jewelry pieces rarely seen elsewhere. Gourmet food, signature drinks, and music from a world-renowned DJ. This celebration is more than just the opening of a store: it is a milestone for our family and for the community. Leonardo Jewelers has been a part of Red Bank since 1989. This new location represents both our growth and our continued commitment to serving our customers. It is meaningful for us to share this moment with the community that has supported us for decades, and we look forward to welcoming everyone into a space that reflects both the heritage and the future of Leonardo Jewelers.
Can you speak about the brand’s decision to donate to local charities for the grand opening event? Why is giving back to the community so important to you?
Leonardo Zeik: And what are the charities that you will be supporting? In honor of our grand opening, we have chosen to make charitable donations to two wonderful local organizations here in Monmouth County: 180 Turning Lives Around and HABcore. These two nonprofits work closely together, and both are dedicated to helping some of the most vulnerable members of our community. Survivors of domestic violence, families, veterans, and individuals experiencing homelessness. For us, supporting them felt like the perfect way to celebrate this milestone while giving back to the community that has supported our family for decades. The timing also holds special meaning. October is Domestic Violence Awareness Month, and 180 Turning Lives Around is launching its “Paint the Town Purple” campaign. Purple being both the color of domestic violence awareness and the color of Leonardo Jewelers. That coincidence made this collaboration even more meaningful to us. We are honored to support 180’s mission of empowering survivors and families to find safety and strength, as well as HABcore’s mission of providing permanent, supportive, and affordable housing to those in need. Knowing that our grand opening can also help bring dignity, stability, and hope to others makes this celebration even more special.
What are some of the improved features guests can expect in the new location? Can you reflect on the journey from when the store was called Joyeria Leonardo and offered toasters, refrigerators, furniture, clothing, etc. (with only one counter for jewelry and watches) to today with the opening of this new location?
Leonardo Zeik: It is incredible, even to us, to see how far we have come since the days of Joyeria Leonardo, when our store offered not only jewelry but also toasters, refrigerators, furniture, and clothing. From our first locations in Elizabeth to our newest Red Bank showroom, the values instilled by our father have remained the same. We still work with many of the same Italian houses that our father partnered with in the early 1970s. This connects our past to our present. What has changed is the scale, the design, and the experience we are able to provide. The new location introduces a number of improved features that reflect how we want guests to feel when they visit us. The showroom offers a refreshment area and a layout that feels less like a store and more like welcoming a good friend into our home. We designed the space to combine luxury with hospitality, so every visit feels both special and personal.
What changes have you seen in the jewelry industry over the decades-long lifespan of the business? What is the biggest difference you see today compared to the past?
Leonardo Zeik: Over the decades, we have seen enormous changes in the jewelry industry. Today’s customers are much more educated and passionate about their favorite brands, often arriving with detailed knowledge about products, materials, and brand history. Our role is to meet that knowledge with honesty, expertise, and value, ensuring that every client feels confident in their purchase. The biggest shift we have witnessed is the globalization of branding. What once required international travel to discover is now accessible instantly online. Brands that were once local names are now worldwide icons. This accessibility has changed the pace of the industry as well. In the past, we often had the opportunity to be the first to recognize and introduce new talent; today, the art is visible to the world through many different outlets, and trends move quickly. While it is more challenging to stay ahead of fashion, our longstanding relationships with leading brands and artisans remain as strong as ever. What has not changed is our commitment to quality, service, and bringing our customers something truly special. These are values that will always transcend time and trend.
For those who do not know a lot about watches and are interested in beginning their journey, what is the best advice you can give to a beginner?
Leonardo Zeik: The best advice we can give to someone beginning their watch journey is simple: buy what you love. Chase what is you, not what is popular at the moment. Do not worry about trends or what others may think. At the end of the day, you are the one who will be wearing the watch, and it should bring you joy every time you put it on. Your first watch will likely not be your last, but it will be incredibly meaningful to you as you go through life. Even if it does not seem like something you will cherish forever, many of our customers tell us stories about their first watch with great fondness. Some still wear it today. Others have already passed it down as a gift. Think of it as the beginning of a journey, and choose something that truly speaks to you. That said, quality is essential, because quality lasts. Do your research, try things on, and keep in mind the needs of your lifestyle. If you spend your days in a suit, you may want a dressier watch, maybe with a leather strap. If you are more active, consider a piece with a screw down crown that is truly water resistant and ready for adventure. Case size is also important, but it is not the whole picture. How the watch actually looks and feels on your wrist matters more than the numbers. Finally, trust your salesperson to guide you. A good advisor will help you match your lifestyle and preferences with a reputable brand and a timepiece you will enjoy for years to come.
Others have described the high-quality jewelry at your stores as “future heirlooms”.
Leonardo Zeik: What is the significance of this to you, knowing that people will pass down these pieces to future generations and that jewelry means so much to people in the biggest moments of life like their engagements? Jewelry is very close to us because it carries meaning far beyond its beauty. High quality jewelry is nearly indestructible, outliving us and becoming part of the stories we leave behind. When a piece is passed from one generation to the next, it holds memories of the person who wore it before, almost as if that loved one is still present. That is what makes jewelry so unique compared to other items that get handed down. These pieces are worn, enjoyed, and kept close to the heart. At Leonardo Jewelers, we cherish those moments when selling a new piece, knowing that it has the potential to outlive all of us and continue bringing happiness for generations. These future heirlooms feel even more meaningful today, in a world where so much is made to be disposable. A quality piece of jewelry stands apart because it can be cared for, restored, and worn for generations. It endures in a way very few things do anymore. For us, this everlasting sentimental and tangible value is what makes jewelry remarkable. We see this in our own family. Leo Zeik, one of the sons of our founder, often says that while he has given his wife many beautiful pieces over the years, the ones most sentimental to her are those handed down from his own mother. This includes a pair of earrings loaned to her on their wedding day. One day, their grandchildren and great grandchildren will wear those same earrings carrying a piece of her with them forever. In our own lives, the jewelry we treasure most are the watches and pieces our parents wore. Because they were made with such quality, we can still wear them fondly today, instead of leaving them in a box to preserve. That is the true significance of heirloom jewelry. It is living history, a connection that keeps our loved ones close through life’s most important moments.
