Susan Blake: Generational Jewelry
I first met Susan Novogrondzki designer of Susan Blake jewelry in approximately 2004, as a jewelry journalist and was impressed by her ability and insight to what women wanted to wear and what would become a catch phrase for the jewelry industry almost 20 years later—‘everyday jewelry.’ On the forefront of the trend, she used diamond in versatile pieces that were easy to wear, that could be thrown on before leaving the house and evoked a quite luxury and elegance.
I first met Susan Novogrondzki designer of Susan Blake jewelry in approximately 2004, as a jewelry journalist and was impressed by her ability and insight to what women wanted to wear and what would become a catch phrase for the jewelry industry almost 20 years later—‘everyday jewelry.’ On the forefront of the trend, she used diamond in versatile pieces that were easy to wear, that could be thrown on before leaving the house and evoked a quite luxury and elegance.
Susan Novogrondzki
Susan sadly passed away in November 2024 after a courageous battle with cancer. Strong, independent, and resilient, she continued to grow her business, evolving on her store in Armonk New York and opened another shop in the artsy community of the Pineapple Grove, Delray Beach in 2022.
Just three months after I moved from New York City to Delray Beach in 2023, I stumbled on the shop with its clean lined yet inviting décor, it neutral and white, beachy yet still sophisticated color palette and her jewelry that bespoke the laid back, effortlessly chic lifestyle that she captured, displayed throughout the store. All beckoning me to enter and then I looked up and saw the familiar name, one that I covered for magazine profile and trend articles throughout Susan’s early career as wholesaler and then when she first transitioned to retail in 2013.
Susan Blake Delray Beach Store
Susan learned from first visiting and then working for her father and with her brothers who had a bustling business on New York’s jewelry industry’s iconic 47th street
Her daughter Blake, who the business is, in part, named after has recently taken over the two shops with help from her younger brother Myles.
Blake, Susan’s Daughter
Here were talk to Blake about the generational connection, Susan’s early philosophy and aesthetic and how she built her business and expanded upon it , and how Blake plans to add her own unique touch while continuing her mother’s as well as her grandfather’s legacy.
Can you tell us about your grandfather and how he started the business that was to become your mother’s and your legacy?
“My grandfather was a bench jeweler from Argentina. He immigrated to Brooklyn, New York, with little more than his tools, talent, and a dream for a better life. One of his designs- the hook and eye bracelet was eventually discovered by Tiffany’s. A modest man of few words who kept his head down at his bench, He was amazed that Tiffany & Co. offered him 10 year contract at which time he also opened a thriving 5000 sq ft. factory and office on 47 street. This partnership marked a pivotal moment, establishing his reputation and laying the foundation for our family legacy in the jewelry industry.”
Was your mom interested in the jewelry business from an early age?
“She grew up immersed in the world of jewelry design, surrounded by the hum of machinery and the glitter of diamonds in my grandfather’s factory. From a young age, she sketched her own designs and through her time spent in the factory and on 47th Street, she gained knowledge on the intricacies of the creative and business sides of manufacturing jewelry. As she grew up, she worked closely with her father and brothers.
But she eventually branched out to follow her own vision and launched Susan Blake with the philosophy that diamonds weren’t just for special occasions but for celebrating life every day. Originally she was designing wholesale and sold to numerous stores throughout the country.”
14K and Diamond Necklace
What was her aesthetic back then?
“It was rooted in a juxtaposition of sophistication and simplicity. She believed jewelry should enhance the wearers, not overwhelm them. She has a knack for creating pieces that were both streamlined and elegant jewelry you could wear every day but that still felt special. Her designs often blended clean lines with unique textures and incorporated a mix of classic and contemporary styles. She had an incredible ability to strike a balance between bold and understated, which made her work stand out.
14K and diamond rings for ‘everyday’ wear
This established her in the industry, captured the attention of retailers and allowed her to build a name for herself in the industry. I do believe she was ahead of her time and why her core designers are still popular today.”
14K gold and diamond horse bit huggies
When did she switch from wholesales to opening her own store?
“After years of selling her designs wholesale to major retailers, she made the switch to retail in 2013 when she opened her first store in Armonk, New York. This move allowed her to interact directly with customers and create a more personal shopping experience and present her jewelry in venue that represented a comprehensive and total vision.”
Was she still designing or bringing other pieces from manufacturers or a bit of both?
“She carried a mix of her own designs and carefully curated pieces from other designers who shared her aesthetic. The store was elegant and inviting, with a focus on her first love—understand diamond pieces that could be worn for every occasion.”
When did she decide to open the Delray Beach store, and how did it all come together?
“She opened the Delray Beach store in 2022. Many of her customers from Armonk and the northeast spent winters in Florida, so it made sense to expand there. Delray Beach also aligned with her brand—sophisticated yet relaxed. The store came together as a reflection of her vision, with a coastal-inspired aesthetic that resonated with both locals and seasonal visitors.”
Inside the Delray Beach Store
What are the differences between the Delray Beach and the Westchester store?
“Both stores carry the same foundation of elegance and quality, but the Delray Beach store embraces a lighter, more tropical vibe to match its setting. While Armonk feels a bit more classic and refined. Additionally the Armonk customer is more local, with regulars who are deeply tied to Susan Blake and the surrounding community. Delray Beach attracts a mix of seasonal visitors and year-round residents. Delray tends to see more vacation shoppers looking for pieces that are light, versatile, and great for travel, while Armonk’s customers lean toward everyday elegance and special occasion jewelry. We look forward to deepening our relationships overtime to achieve the family feel of our community in Delray Beach that we have in Armonk.”
Displays inside the Delray Beach Stor
Did you and Myles always have an interest in jewelry and when did you start working with your mom?
“Like my mother, we grew up inside of the jewelry industry. The business is part of the family like an additional sibling. It is in our blood and DNA. as a young child I was constantly at her office/factory which was the coolest experience ever. Watching her sketch designs and seeing it come to fruition was so inspiring as a young girl. I’d sit cross legged on her office floor sketching my own designs and doodles all day trying to be like mom. She even would have her employees make some of my doodles from time to time just for the fun of it. Then, once she transitioned to retail, watching her greet clients and eloquently navigate sales and customer service was extremely impactful and admirable. She truly had the Midas touch with customers and always matched each one with their perfect piece with such grace and ease. It’s like she could anticipate the needs of a person before they could even recognize and identify that need in themselves. I’ve always planned on joining my mom in her jewelry business. I did not think this large of a role would come so soon, but regardless, I am profoundly honored and inspired.”
Susan with Blake when Blake was a young girl
You and your brother Myles have taken over both stores now—what are each of your roles?
“Myles and I have stepped into our mom’s roles to manage the business together. I focus on design, curation, and customer experience, ensuring that the jewelry we offer stays true to her aesthetic while evolving with modern trends. Myles manages the business operations, digital growth, and marketing strategies, helping us expand online and explore new opportunities like seasonal pop-ups.”
Will you be evolving certain aspects of the store and the design—can you give us a peek into what you will be working on?
“Absolutely. One of my main focuses will be bringing personalization and meaningful, custom pieces to our customers. These types of pieces have always been my passion because it carries so much significance. Whether it’s engraving a special message inside a ring, creating a custom piece from scratch, or repurposing old treasures into something new, I love helping customers create pieces that tell their own tales.
“I’m also thrilled to introduce a charms and pendants product line, both in-store and online. Customers will be able to mix, match, and bundle chains, pendants, charms, and medallions to create unique combinations. Even something as simple as choosing the perfect chain to pair with a pendant can make a piece feel incredibly personal. My goal is to give our customers the freedom to make their jewelry truly their own—because when people invest in jewelry, it should reflect their individuality and hold special meaning.”
Are you bringing back any of your grandfather’s pieces or inspirations?
“I’m exploring the possibility of manufacturing my grandfather’s original designs as a tribute to our family legacy. These pieces are deeply sentimental to us—every member of our family wears one and receives one at birth. Over the years, they’ve been gifted sparingly to only the most cherished friends and loved ones. Bringing these designs back to the public feels like a profound way to honor both my mother and grandfather while continuing the story of our family’s craftsmanship. They would be sold exclusively at Susan Blake and carry the same timeless significance they always have for us. These projects are what I’m most excited about, as they allow us to honor our past while creating something truly special for our customers moving forward.”
In Partnership with Susan Blake Jewelry
https://susanblakejewelry.com/
