Double the Bling: Ladue Retailer Expands Business on Clayton Road

Boarded up windows next door to Lordo’s Diamonds on Clayton Road might raise questions.  

Fear not. The space that once housed a boutique recently became vacant, offering Lordo’s the long awaited opportunity to expand. With the economy in the dumps, it may not have been the ideal time to remodel, co-owner Mike Lordo acknowledged. But, he recognized the importance of taking action when the space became available.

“We always had the thought of expanding one day. We asked for first right of refusal, if and when it opens up. And if we didn’t do it now we may not have the chance to do it later,” Lordo said.

Second generation business owners, Mike Lordo and Jimmy Lordo opened the Ladue location in 1996 after more than fifty years of success in the original Lordo’s Diamonds location in downtown St. Louis, which remained open until 2001. 

More room and more variety

During recent stages of construction, a wall came down between the two existing spaces and carpet rolled in. The expansion doubled the store's current square footage, giving Lordo's 2,200 square feet of showroom space. The store will add 12 new jewelry cases, including a long row of cases and an octagonal display made of six cases.

The newly remodeled space will allow Lordo's to add jewelry lines from new designers. Currently the store carries jewelery by Bergio, Fana and Bulova to name a few.

Lordo’s will fill the new cases with a larger selection of fine jewelry, watches and a new offering, affordable silver jewelry by makers such as Thistle and Bee.

Many designers recognize that not everybody can afford fine gold jewelry and have created silver accessory lines.

“Silver has had a big comeback because of the price of gold. For those who want to buy an affordable gift for a niece or nephew or a child of yours, you can do it with this (silver jewelry),” said Lordo.

The remodel also includes a more spacious, comfortable sitting area, a wheelchair assessable restroom, accounting offices and a private sales room with two-way mirrors and a TV for featuring their products. Lordo joked the store could double as a place to watch the Cardinals.

A gem of a tradition

For some of Lordo’s customers, shopping at the store is a big event. Recently, a customer brought his entire family in to pick out the perfect engagement ring for his soon to be fiancée.

“They have been customers for a long time," Lordo said. "Their son is the third generation to come here. They brought their camera and took photos with him and they even took some with us.”

Longevity is the name of the game at for the Lordo's staff.

“Everybody has been here for 30 years. We all started here just out of college. So, when customers walk in, everybody knows their name. It makes them feel comfortable,” Lordo said.

Lordo’s has two full-time jewelers on staff and a polisher. They do custom work and offer full-service repair on anything.  Their services include ring sizing, watch repair and jewelry repair.