Brown & Co. Jewelers has completed a renovation costing more than $5 million at its flagship store on Holcomb Bridge Road in Roswell. Sara Beth Prendeville, the family business’s president, led the project at the location where she spent part of her childhood cleaning jewelry cases and wrapping gifts.
The Roswell store has operated since the 1970s and continues to serve as the company’s operational base. Although Brown & Co. has expanded into Buckhead with another store and a separate Patek Philippe boutique, its back offices, in-house jewelers and watchmakers remain in Roswell. “It’s where all the magic happens,” Prendeville said in an interview.
Prendeville, a Roswell native who took charge of the company in 2022, oversaw changes throughout the store, from floor to ceiling. The business continued welcoming customers during construction. The renovation reworked the retail showroom, which spans more than 6,000 square feet, and created dedicated spaces for different parts of the jeweler’s offerings.
Those spaces include a Cartier watch boutique and a bridal salon with room for engagement ring showcases. The new layout also expands the presentation of luxury brands. Alongside the changes to the sales floor, the project gives customers a closer view of the work performed inside the store.
A glass wall at the service counter allows visitors to see the company’s jewelers and watchmakers at work. For customers leaving family heirlooms for service, that visibility offers a look at the people handling their pieces. Prendeville described the opportunity to observe the craftsmanship as an intentional part of the customer experience.
The business’s roots stretch back to 1974, when Prendeville’s father, Frank Brown, founded Brown & Co. in Roswell. It moved to its current location a few years later. Brown followed his grandmother, Marie Burns, into the trade. She had operated a jewelry store in Spokane, Washington.
Prendeville later worked in the jewelry business in New York and San Francisco before returning to Brown & Co. as a sales manager and eventually becoming president. Under her leadership, the company relocated its Buckhead store in 2023 to a location near Buckhead Village, beneath the headquarters of shapewear brand Spanx. Brown & Co. also plans an exterior renovation of the Roswell store next year, with the interior transformation informing that project’s design.
