Betteridge’s New Home and Horizon

Betteridge, Greenwich’s beloved jewelry house, has a long and storied history, with roots dating back to the finest jewelers and silversmiths of the 1700s in Birmingham, England. Today, as one of America’s preeminent jewelers (with stores in Palm Beach, Vail, Aspen, Southampton, and, of course, Greenwich), the company is looking to a new chapter in its history as it prepares to leave its longtime clapboard-townhouse home at 117 Greenwich Avenue and relocate to 239 Greenwich Avenue.

“The company is busting at the seams in the current location,” Win Betteridge, son of fifth-generation jeweler and company CEO Terry Betteridge, explains. According to Win, the move is primarily motivated by the need for more space, but it’s also about the location: a prestigious corner retail space flanked by the likes of Ralph Lauren, Saks Fifth Avenue, and Hermès.

With 12,000 square feet in the new store (nearly three times the space of its current building), Betteridge plans to better display its own jewelry designs as well as the designer brands and estate jewelry its customers love. The new location will also feature elegant in-store boutique areas for Rolex, Cartier, and Patek Philippe, among others, and a Betteridge “club space,” complete with a bar area for customers to relax and socialize.

Also new for the 239 Greenwich Avenue location will be the number of new brands on offer. The company isn’t disclosing which ones as of yet, but there will be several prestigious jewelry and watch brands never before hosted in Greenwich by Betteridge. It’s an exciting—and poignant—time for the Betteridge family. “It’s been an emotional decision for my entire family leaving our current building, which has become so emblematic of our heritage,” Win Betteridge says. “Just like Dad, my sister and I grew up crawling around on the sales floor at Betteridge. The jewelers were our babysitters.” But Win, a man with a background in technology, is also focused on the future. As manager of the company’s e-commerce and marketing departments, he sees the web as a storefront of infinite square footage. “Thankfully, has been a big success and has become one of the most important ways in which we reach new customers.” Now, whether online or in store—at the new 239 Greenwich Avenue location—customers can count on the quality they’ve come to expect over so many generations.