AT STATEN ISLAND LUXURY JEWELER GERALD PETERS, TIMELESS DESIGN AND ENDURING LEGACY SHINE BRIGHTER THAN EVER IN A NEWLY UNVEILED SHOWROOM THAT REIMAGINES THE FINE JEWELRY EXPERIENCE

BY EMMA FLOYD PHOTOS BY ALEX BARRETO

After nearly three years in the making, the highly anticipated new Gerald Peters showroom celebrated its grand opening this summer a space where craftsman ship and family legacy are threaded into every inch. Founded in 1982 by Jerry Amerosi in Brooklyn, the brand has remained family owned and operated for more than 40 years, now led by Amerosi’s sons, Peter and Gerald. The sparkling new location reflects both the evolution of fine jewelry and the enduring values that have shaped the business from the start: authenticity, quality, and care for the client above all else.

In conceptualizing the new showroom, the owners envisioned a space designed entirely around the fine jewelry experience. “The way a client feels inside the showroom was paramount to every design decision,” said Peter Amerosi. To bring that vision to life, the team partnered with the Swiss design firm Studio Tonic and luxury millworker Obrist to develop a full concept, one that would function less like a store and more like a gallery. Every element, from the flow plan to the lighting, was engineered to slow time, encourage conversation, and ensure each and every client feels like a VIP.

The result is a 6,000-square foot destination divided into four unique showrooms, each offering its own environment and tone. The Grand Showroom showcases the brand’s high-fashion jewelry and signature collections. A dedicated Rolex Corner, where Gerald Peters serves as an Official Rolex Jeweler, is a vision of precision and heritage. The Bridal Salon offers a cultivated space for engagement rings and wedding bands, intentionally intimate and removed from distraction. And at the heart of it all is the

Lounge, featuring a full bar and coffee program complete with a rotating seasonal menu. It’s a place to unwind, meet with a consultant, or simply take in the space without rush or pressure. “The idea was never to create a behind-the-counter selling environment,” Amerosi explained. “It’s about being side-by-side with the client, guiding them through a journey that marks some of life’s most meaningful moments.”

The showroom’s tone mirrors that philosophy. Instead of garish or sterile displays, the interiors rely on layered textures and natural tones, complemented by Swiss-made jewelry cases assembled on site. The millwork, handled with the same precision as the pieces on display, represents the highest standards of craftsmanship.

What sets Gerald Peters apart is how the luxuriousness of the space remains tied to the warmth of a family business. Many of the team members have been with the company for more than a decade, forming relationships that span generations of clients. “We see familiar faces walk through our doors,” added Amerosi. “People who bought their engagement rings here are now coming back with their children, and they’re being helped by the same staff who were here years ago. That connection means everything.”

Every detail from furniture placement to the scent in the air reflects the brand’s focus on human connection. The design process drew inspiration from fine jewelry boutiques across the Northeast, as well as from restaurants, hotels, and hospitality spaces known for their sense of intimacy and ease. The team studied what made those environments so memorable and adapted those ideas into a setting where fine jewelry could feel both luxurious and comfortable.

That approach defines the Gerald Peters Experience, or “GPX,” as the owners call it a philosophy that sees the showroom as more than a retail destination. It’s a space to celebrate milestones, to reflect, and to share. In the Lounge and bar, clients are encouraged to linger. They can sip espresso while exploring new collections, or toast to an engagement before choosing a ring. The focus is less on transaction and more on savoring the moment.

Luxury, here, is measured not by exclusivity but by the care embedded in every detail. The showroom stands as a reflection of the family behind it grounded in history yet designed for the present, a space that transforms the act of buying jewelry into something experiential, personal, and lasting.

Gerald Peters

1461 Richmond Road / geraldpeters.com