By Maria Sonnenberg from Business by EverythingBrevard.com
Staci Sullivan Owner of Staci Sullivan Jewelers. Photo by Jason Hook
The Sullivan family enjoys a devoted customer base that spans generations. Third-generation jeweler Staci Sullivan considers this legacy an immense blessing. She understands the symbolism behind jewelry and is not satisfied until she has connected her clients with a piece that will fashion memories for years, if not generations.
The Andre family is a case in point.
“My family have been going to Sullivan’s since before Staci was born,” said Jessica Andre. Three generations of Andres have depended on Sullivan’s when a special heartfelt gift was in order. Andre’s grandparents shop there, as do her parents, Andre and her friends.
“I’ve sent friends to Staci for engagement rings and I’ve had some of my grandmother’s jewelry repurposed and repaired,” she said. “Staci is just great at finding the right piece.”
Sullivan’s is also the go-to place for Dee Campbell.
“Staci Sullivan has been a shining staple in our family through the years,” Campbell said. “In recent days, she celebrated in designing and creating rings for both my son’s engagement and my daughter’s marriage.”
Sullivan’s personal touch process begins with research about the recipient’s interests, favorite colors and personality.
“We try to find out as much as possible that is relevant to the purchase, and cater our design according to that,” Staci said. “We blend personality, lifestyle, budget and taste into jewelry that captures the essence of the individual.”
Giving Back
Beyond Staci’s seemingly infinite attention to detail, customers like the Andre family also appreciate her commitment to community and continuous support of local charities.
“At the beginning of each year, we pick the charities we will be supporting each month,” Staci said. “We love to donate jewelry for fundraising events and help to raise awareness of these nonprofits. Passion for charity runs deep in our family legacy, it’s our responsibility to give back.”
For example, Sullivan’s designated charity this December is Toys for Kids, a Brevard nonprofit dedicated to providing gifts for underprivileged children in our community. Sullivan’s is a drop-off location for Toys for Kids. Customers who bring an unwrapped toy receive 15% off jewelry purchases.
In the coming months, Sullivan’s also will support Nana’s House, Candlelighters of Brevard and Zonta Club of Melbourne. Additionally, as a domestic violence survivor, Staci is leading self-esteem enhancement classes monthly in 2024 with Serene Harbor.
Sullivan’s also supports programs for business owners enrolled in courses at Florida Tech’s weVenture program for fledgling entrepreneurs.
Local Legacy
Whether new to the area or long-time residents, Brevardians can’t live here long without coming across the two jewelry stores run by the Sullivan family. The golden story behind the businesses speaks to strength, faith, courage and commitment to dreams.
During the 1950s, Staci’s grandparents, Joe and Violet Sullivan, opened Sullivan’s S&S Jewelers. They had met in Gastonia, North Carolina, as patients of The Crippled Children’s Hospital. Neither had been expected to survive, but despite the odds, they thrived.
“I want to be remembered for never giving up,” Joe once said.
The young miracle couple believed dreams could become reality when powered by hard work and dedication. The family legacy timeline:
- 1948: Joe and Violet Sullivan opened a tiny watch repair shop in North Carolina, made possible with a showcase won in a checkers match and a small bank loan.
- 1955: They sold that store and moved south to Brevard, where they had family roots, and established a jewelry store with on-site watch repair in the current day Eau Gallie Arts District.
- 1978: They moved their store to 209 N. Babcock Street in Melbourne, where the store remains today, still in the family, now operated by daughter Angie and son Mike, the store’s master jeweler.
- 1987: Angie and Mike’s brother, Doug (Staci’s dad) also followed in his parent’s footsteps by opening Sullivan’s Jewelers with Staci’s mom, Isabel, at The Oaks behind Melbourne Square.
Years after Doug died of a heat stroke, Staci purchased the store from her mother. Sullivan’s Jewelers eventually moved to a freestanding building on New Haven Avenue, but in 2020, it relocated to downtown Melbourne. The elegant and welcoming shop Staci now leads is a unique concierge jewelry and design studio laser-focused on quality of product and experience.
“What sets us apart is our ‘personal jeweler’ shopping experience,” she said. “We strive to help customers find that perfect piece and our prices are never set in stone.”
Personalization and Customization
The process often begins even before customers enter the store with exploratory phone calls or Zoom meetings. Staci and her “sparkle specialists” engage customers in a conversation that addresses design ideas, stone and metal options, budget and settings. High-resolution 3D renderings or resin models help customers better visualize the planned jewelry.
“We strive for 100% customer satisfaction, which makes us a 5-star destination,” Staci said.
At the boutique jeweler at 1916 Waverly Place, just steps from Hotel Melby, Staci and her mom, Isabel Sullivan, work side by side. Isabel continues sharing her passion for fine jewelry with her customers, and her family.
“My long-lived passion has been fueled by the multi-faceted mystique of the jewelry industry,” she said. “My 50-year career includes seeing the artistry of unleashing diamonds’ beauty at cutting factories in Belgium and beholding elaborate gem-encrusted sculptures designed to grace the palaces of princes and czars.”
When Isabel entered the business in the 1970s, gemologists were rare gems, and diamond grading standards were in their infancy. She learned to grade, identify and evaluate diamonds and a kaleidoscope of colored gemstones, receiving her graduate gemologist degree from the Gemological Institute of America in 1980.
“She is one of the first female gemologists in the United States,” Staci shared.
Inspiration for Next Generation
Staci remembers fondly the mother-daughter adventure she took with Isabel in 1998 to the Basel Watch and Jewelry Fair in Switzerland. The trip was life-changing.
“I saw such a bigger picture of the business and the artistry that goes into it,” Staci said.
Pumped by the experience, she enrolled in the Gemological Institute of America to become a certified diamond grader. Her family connections give her unparalleled access to the finest loose diamonds and gemstones in the world.
An integral part of the family business is estate jewelry, which the shop sells, buys, appraises and also transforms into contemporary designs through the craftsmanship of resident master jeweler Paul Crichton, who also is an expert in all forms of jewelry repair. Laser welding is one of Sullivan’s competitive advantages over the competition.
“We have the ability to repair heat sensitive jewelry and help clients with permanent jewelry,” noted Staci.
She is proud the on-site jewelry capabilities are up to par with the high caliber of those of her late father, Doug Sullivan, Sr.
Sentimental Sparkle
Sullivan’s has curated a vast dazzling collection of exquisite necklaces, earrings, bracelets, and rings, including the symbolic Sullivan’s original crown rings.
“Everybody who sees them wants one, in silver or gold, they are fit for a princess or queen,” remarked Staci.
Staci and her staff enjoy helping clients revamp jewelry they have and don’t wear for one reason or another. Times change and fashions change but quality never goes out of style. Its been a Sullivan family tradition for 70 years. Creating customized jewelry is a passion. With layaway options, customers can select a piece for a current occasion and lay away other purchases for the next celebration, prices are not set in stone at Sullivan’s and package deals have always been something clients enjoy.
Win-wins are Sullivan’s business model. Elevating family jewelry collections for generations is Sullivan’s mission.
“Helping the world shine has always been one of my goals,” Staci said. “We’re doing it one facet at a time.”