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Gems of Fort Lauderdale 2009
Broward County Library Foundation Literary Feast
Proclamation Presentation
Ribbon Cutting Ceremony at Grand Opening
Having Dinner at China Grill
High Heel Hike on Las Olas Blvd. on October 11th
Marino Foundation Cigar Smoker Event held on Sept 22nd
Alexis de Toqueville event at the Levinson's home.
Alonzo Mourning Charities event at Bova in Boca Raton
City and Shore, An Evening of Sparkling Gems, July 2008
2008 Gems of Fort Lauderdale
Levinson Jewelers Celebrates 25th Anniversary
Opening November, 2008 - Levinson On Las Olas
Mark and Robin Levinson - Rock Solid
Silver and Gold Standard
Ocean Drive Magazine, January 2008

Press Archive

Thursday, January 10, 2008
Ocean Drive Magazine, January 2008

A Sparkling Success Story As a frequent shopper at Levinson Jewelers, not much fazes me-not the $100,000 diamond necklaces or the collector-level timepieces with pedigrees from Switzerland. Today, however, I'm a bit tongue-tied as my idol, Dan Marino, is leaning against one of the display cases nonchalantly. The former Miami Dolphins quarterback and Levinson Jewelers poster boy is picking up a bauble for his wife, Claire. And while this scene is commonplace at this upscale jewelry store-other famous patrons include Alanis Morissette, Dwyane Wade and Niki Taylor-my heart is racing just a bit faster. My excitement could also be stemming from the stunning emerald necklace owner Robin Levinson has just draped around my neck (with matching earrings, naturally). We're playing dress-up in anticipation of an eco-friendly Ocean Drive event later that evening, and what makes a better "green" statement than emeralds? This knack for matching the client with the perfect jewelry is why Robin and her husband, Mark, have been in business for 25 years. In fact, 2008 marks the silver anniversary of the couple's store and their marriage. While Mark specializes in loose diamonds, Robin, a pert dynamo, can sell anything even the jewelry off her body. One night at Cafe Martorano in Fort Lauderdale, for example, Robin took off a limited-edition 20-carat diamond belt buckle and gave it to a woman to try on in the bathroom. They closed the $50,000 sale there. “Robin came out of the bathroom beltless,” Mark recalls. Another part of their unorthodox marketing technique is being seen at the best tables at Prime One Twelve, Joe's Stone Crab and Capital Grille. Plus, there are the splashy ads featuring Marinos, Taylor, Wade, Ronnie Brown and Paul Sorvino dripping in bling. "They endorsed us because they believe in us, not because we had a business arrangement," Mark is quick to clarify. Ultimately, though, their formula is about procuring the highest quality diamonds in the world and completing that selection with fabulous timepieces. When you walk into Levinson Jewelers (after being buzzed through the double-security system), you'll notice some of the most prestigious watch brands to the right, set up like sophisticated kiosks: Panerai, Franck Muller, IWC, Backes & Strauss and Piaget. In the middle of the 10,000-square-foot space is a sitting area, where husbands can feel their wallets getting lighter as their wives browse the left side of the store, where all the diamonds are showcased. Additionally, there are two private rooms where high rollers can shop in seclusion and a miniature factory in the back. While the store itself is glamorous, the Plantation location is anything but. Located in a minimall across the way from Men's Wearhouse and in the shadow of the Broward Mall, the charm of Levinson Jewelers is in its merchandise and dynamic owners, Mark and Robin. The power couple chose to stay in this location because it is where their business began in 1983. Back then, the newlyweds had a single booth (one of 40) at the Jewelry Exchange, which they financed with a $20,000 loan from a friend. 'Those days were exciting," Robin reminisces. "We were like little kids." Initially, their booth boasted bowls of cubic zirconium, gold necklaces and a few small diamonds. High-end it was not. However, the plucky couple experienced good luck at their launch. "Our most expensive piece happened to be the very first piece of jewelry to sell on opening day," Mark says. "It was $3,500. That led us to believe in the luxury market. Each time we designed a more expensive piece, and it kept selling. That gave us our momentum. We wanted Levinson's to become synonymous with luxury." Another aspect of their success was based on reaching out to every potential customer. "Twenty-five years ago, we had a customer whom everyone ignored at the Jewelry Exchange because of the way he looked," Mark explains. "But we never judged anyone by the way they looked. He bought a 10-carat diamond from us while everybody ignored him. Through the years, he still buys diamonds from us and refers many customers to us.” Adds Robin, "What we predicted to do in business that first year, we accomplished from November to the end of that Christmas." With that windfall, and the fact that their fellow jewelers were leaving the Exchange in droves, in 1985 Mark and Robin took over 1,500 square feet of the space for their own self contained boutique. They have made three expansions since then, including one in 2003 that doubled their floor plan. And even with such a large area, they still send more than 30 packages a day to customers in Aspen, New York and Chicago. "The physical spot here is on the nucleus of our business," Mark notes. “There is no walk-by traffic. Anyone who comes here is driven to this store." In total, Levinson Jewelers boasts 14,000 clients and 30 employees. Accordingly, customer service is key. Early on, Mark and Robin, who have two college-age children, decided to eschew the normal commission model for their salespeople. This takes the pressure off of the hard sell and instead relies on matching up the person to the piece. "Every- one is important," Mark continues. "I had a customer come in the other day, and they had a third-of-a-carat diamond; you couldn't even see it. But they wanted to buy their new mounting from Levinson Jewelers. They were given the same attention as the 25-carat buyer." On the high end of that spectrum, Mark recently sold a rare one-carat red diamond for seven figures. Robin sports a 20-carat diamond wedding ring, diamond cuff bracelet and diamond necklace. "People think that the store is intimidating and that we only sell in a certain range," she says. "That's a misconception. You can buy from a half carat up to 30 carats. Two to 10 carats is the average, though." According to Robin, the trends in jewelry span wide cuffs, long necklaces and pink gold. She also buys exceptional estate pieces and colored diamonds. "With the economy the way it is, a lot of people want to buy diamonds to put in their safe," she points out. "Diamonds are a liquid asset. People are buying loose stones from us. People used to do that during the Depression; they would put the diamonds in their pockets and go. It's liquid anywhere in the world." Luckily, Mark is an expert in the loose-diamond market, which he learned from his father and grandfather. The Miami Beach native grew up sorting loose diamonds on his grandfather's lap and later attended Beach High (his mother was mayor of Bay Harbor for eight years). While Robin did not have a jewelry background, she attended the Gemological Institute of America in New York City and became a certified gemologist, which means she can certify, appraise and grade precious stones. When they met, she was the top-selling salesperson in the fine-jewelry section of Neiman Marcus, Bel Harbour, while Mark was in the cookie business. But they decided to go for broke and take a booth at the Jewelry Exchange. Obviously, it was the right decision. "It's an amazing opportunity to be able to be business partners, husband and wife, lovers, parents and best friends," Mark describes. "We hit the lottery." Adds Robin, "I don't wake up and feel like I'm so spectacular. I feel like I'm doing what I'm supposed to be doing. It's not work. It comes naturally." This hard work has paid off in record sales and the distinction of being one of the top-five independent retail jewelers in the United States, according to the Jewelers of America. To celebrate their 25th anniversary, Mark and Robin, who live on Las Olas Boulevard in Fort Lauderdale, are throwing a huge bash at the store with watchmaker extraordinaire Franck Muller (Ocean Drive is a sponsor, too) on February 22nd. lt's just one of the ways they give back to their supporters. "Our VIPs consider us to be their sole jeweler, just like you have your doctor, lawyer and accountant," Mark says. "And those people get treated in very special ways. They get invited to no-access opportunities-anything from going on the field at a Miami Dolphins game to flying to Muller's chateau in Europe and seeing your actual watch being made. Money can't buy some of these opportunities, other than a VIP relationship. That doesn't mean how much money you spend. It's about loyalty." Actually, the proof is staring me right in the face: Marino, who was their very first celebrity patron back in 1983, is still shopping at Levinson Jewelers 25 years later.