Brown & Company Jewelers unveiled the renovated interior of its Roswell flagship on Thursday, marking more than 50 years in business with a redesigned 6,150-square-foot retail space at 674 Holcomb Bridge Road. The overhaul includes a new 1,140-square-foot bridal salon and a service counter where customers can watch the store's jewelers and watchmakers at work through a glass wall.
The family-owned jeweler has served the Atlanta community since 1974, according to a PR Newswire release detailing the renovation. Frank Brown opened the store in Roswell more than 50 years before the release, and the company is now led by Brown and his daughter, Sara Beth Brown Prendeville, who serves as president. The Roswell location remains the center of Brown & Company's business, serving families from Roswell, Milton, Alpharetta and Johns Creek across generations, per the release.
Separate reporting from the Atlanta Journal-Constitution puts a price tag on the project, stating that Prendeville has led a renovation costing more than $5 million. The newspaper's account of the president's name differs slightly from the company's own spelling; Brown & Company's about-us page refers to her as Sara Beth Brown Prendeville, while a 2023 Metro Atlanta CEO report on the company's Buckhead Village opening identified her as Sarah Beth Brown Prendeville.
Inside the Redesigned Showroom
The main retail space now features an updated layout and new showcases, the PR Newswire release states. Each luxury watch brand has been given its own dedicated space, alongside a redesigned David Yurman area and a dedicated Cartier boutique. The new service counter sits in front of the glass wall where clients can watch jewelers and watchmakers at work, a detail the release frames as a way to showcase the custom jewelry creation and timepiece service already offered in the store.
The bridal salon represents one of the more visible changes for shoppers, expanding the store's engagement offering from a single display case to an entire room, according to the same release. Brown & Company offers designer fine jewelry, luxury timepieces and diamond engagement rings across its Roswell flagship and its Buckhead Village boutique, the company's second location.
What Comes Next for the Roswell Store
The interior unveiling marks only the first phase of the transformation. An exterior renovation is planned as the final phase for early 2027, according to the release.
“We're excited to introduce new designers, expand our collections,” Prendeville said in the release, adding that the renovation honors the store's Roswell legacy while creating an elevated experience for future clients.
A Second Storefront With a Complicated Timeline
Brown & Company's Buckhead Village location has a more tangled opening history in prior coverage. A 2023 report from Metro Atlanta CEO described a planned 5,500-square-foot showroom expected to open that August, featuring an exclusive Rolex boutique and a Cartier boutique alongside a Brown & Company Bridal Salon with three VIP rooms. But trade publication JCK had earlier reported that the same 5,500-square-foot Buckhead store was scheduled to open in early 2023, featuring engagement rings, estate pieces, high-end watches, custom creations and designers. The two accounts conflict on timing, and neither establishes when the Buckhead Village store actually opened its doors.
