Underwood Jewelers is gearing up for a major glow-up in San Marco Square, with a newly issued city permit clearing the way for a $2.2 million renovation of its storefront. The project includes a new façade and a full interior remodel of the 9,260-square-foot space, and it will roll out in phases so the shop can keep at least part of the store open while construction crews get to work. The permit lists Jeff Thompson Construction Co. as the contractor.
According to Jax Daily Record, the permit, issued Wednesday, also names Jaycox Architects & Associates as the exterior designer. The San Marco store last underwent a renovation in 2015, and company officials told the outlet that the overhaul will be phased so sections of the shop can remain open while staff temporarily shift to the Avondale location. Plans call for a complete interior redo and a refreshed street-facing façade that complements San Marco's established architectural look.
Commercial records show Bromberg & Co.'s real estate arm bought the 9,260-square-foot building at 2044 San Marco Blvd. in June 2025 for $4.865 million, according to Traded. Underwood Jewelers lists the San Marco address among its locations, alongside stores in Avondale and Ponte Vedra Beach, which the company expects to lean on while the remodel is underway. The building also houses a Sherwin-Williams store at one end of the property.
Big Reinvestment for San Marco Square
Clayton Bromberg, chairman of Underwood's parent company, told Jax Daily Record that "this building needs to be a showplace" and said the firm wants the updated storefront to serve as a "crown jewel" for the square. The renovation adds to a wave of recent tenant upgrades in San Marco, where restaurants and retailers have been investing in both interiors and streetscape improvements. Local merchants say that a refreshed luxury anchor could help draw more evening and weekend foot traffic along the block's dining corridor.
What to Expect Next
With permits in hand, crews are expected to tackle exterior and interior work in stages, although neither the company nor the contractor has publicly committed to a completion date. Underwood has said that some staff and services will operate temporarily from its Avondale location during phases of the remodel, and officials have stressed the goal of preserving San Marco Square's historic feel while updating the shopping experience. We will keep an eye on additional permit filings and community notices as the project moves ahead.
