THE ORIGIN TRADE

1970S: ARGENTINA ADVENTURES

Adeler Jewelers was born from a spirit of adventure—and a suitcase full of trinkets. With a $600 loan and $1,000 in trade goods, Jorge Adeler flew to Argentina, where he bartered perfumes, pocket knives, and fishing gear for lapis, onyx, and rhodochrosite. “Once I made up my mind that self-employment was my dream,” he said, “I just went for it.” That bold leap sparked a lifelong journey in gemstones. These early trades laid the foundation for a business built on originality, imagination, and a deeply personal connection to every material used.

The Mall Tour Years

1970s–1980s: From Florida to Canada

With raw materials in hand and designs in mind, Jorge hit the road—literally. From Canada to Florida, he brought handcrafted creations to shoppers through 40+ mall and street shows a year. “That exposure to so many people gave me deep insight into what Americans loved and wanted,” he reflects. These long drives, small displays, and one-on-one conversations became a masterclass in taste, culture, and design. They were also a proving ground for the creative identity that would make Adeler stand out: unique, handmade, and unlike anything in traditional jewelry stores.

First Storefront, First Summer

1976: Ocean City, MD

The Adeler family’s first storefront was more than a business move—it was a lifestyle shift. Located in the charming Shanty Town shopping village of Ocean City, MD, it was a place where Jorge could work 7 days a week and still spend every moment with his wife and daughters. “It was a dream come true,” he said. Open from 10am to 10pm all summer long, this boutique offered not only original jewelry, but also memories. That summer rhythm—work, family, community—set the tone for the decades of family-centered craftsmanship that followed.

Finding Home in Great Falls 1980:

Expansion Begins

As the Adeler family transitioned between Ocean City summers and Northern Virginia winters, Jorge opened a second storefront—this time in Great Falls. It allowed the business to reach new clients while easing the demands of constant travel. “It helped us feel settled,” he shares. This move also laid the groundwork for what would become their flagship store. Great Falls offered a community that embraced their designs and authenticity, and Adeler Jewelers quickly became a beloved local institution while maintaining its unique design ethos: handmade, personal, and story-driven.

A Family of Stores

1985: Growth Across Maryland and Virginia

By the mid-1980s, Adeler Jewelers had grown to four storefronts: three in Ocean City and one in Great Falls. “We renovated, expanded, and adapted, but never compromised the handmade integrity of our designs,” Jorge explains. Daughters Valentina and Wendy even ran one of the Ocean City locations, turning it into a true family affair. Each store catered to a different audience, pushing Jorge to adapt and diversify his style. These years of expansion created more than revenue—they built resilience, range, and a deep understanding of how to connect with different kinds of clients.

Anchored in Great Falls

1995–2010: The Flagship Era

The decision to close the beach stores and focus fully on Great Falls marked a turning point. “It allowed us to build a home base where the community became part of our story,” says Jorge. Great Falls also offered the right environment to raise the next generation. Over time they grew they purchased the building and grew the space into a 6,000 square foot studio--a space as grand and originial as the jewelry inside. Their daughters, Wendy and Valentina, began working more closely in the business. Their return wasn’t just about location—it was about building something lasting, together. Over time allowing them to support local charities, schools and causes. Adeler became a true family enterprise, shaped by both tradition and forward-thinking

A Grand Reopening

2010: The 6,000 Sq. Ft. Vision

In true Adeler fashion, the 2010 store expansion came with its own unforgettable story. “We got the keys at 9PM the night before the grand opening,” Jorge remembers. “We moved everything overnight—no sleep, just excitement.” The 6,000 square foot space became a flagship that reflected their growth, vision, and deep commitment to craftsmanship. With curated showcases, design stations, and space to dream big, the new store wasn’t just bigger—it was better. It elevated the client experience while remaining true to what has always set Adeler apart: personal service and inspired artistry.

Hollywood Sparkle

2010–2016: Red Carpet Moments

From Halle Berry to Meryl Streep and Oprah, Adeler jewelry has graced red carpets, magazine covers, and iconic moments in pop culture. “It was surreal to see our pieces worn by women we admired so much,” says Jorge. These moments brought national recognition—but what mattered most was what it meant to their local clients. “They’d say, ‘I had no idea you were known outside our community,’ and it made them feel even more proud to wear our work.” Hollywood buzz became hometown pride—without ever losing the brand’s personal touch.

The National Stage

2012: Wholesale Debut

With a successful launch at The London, Adeler’s wholesale line caught the eye of major retailers—starting with Bergdorf Goodman. “That was a huge moment for us,” says Jorge. From New York to Telluride and even Australia, their pieces began appearing in top boutiques and resorts. But no matter how far the reach, Jorge stayed grounded. “My heart has always been in custom work—listening to clients, understanding their stories, and designing from the soul.” The wholesale expansion brought prestige, but the personal connection remained the cornerstone.

A NATIONAL BRAND

The JA brand is now proudly carried in some of the most discerning high-end jewelry boutiques across the United States—Palm Desert, Savannah, Dallas, Vail, Jackson Hole, and Telluride and NYC, just to name a few. Jorge’s daughters, Valentina and Wendy, travel extensively, representing the brand and sharing their passion and unique perspective with retail partners across the country. Jorge’s one-of-a-kind designs reflect his distinctive vision of luxury and craftsmanship. Each piece is bespoke, handcrafted, and meticulously made in his atelier in Great Falls, Virginia, exemplifying true artisanal quality.

A Legacy in Motion

50 Years of Gratitude

Fifty years after Jorge’s first trade, Adeler Jewelers remains a family-led studio rooted in passion, artistry, and gratitude. “I come to work every day to be with my daughters and our five dogs,” Jorge says. “We chat, design, and laugh with customers who’ve become our friends.” Today, Jorge works side by side with Wendy and Valentina, who bring fresh vision to the brand’s future. Val earned her Graduate Gemologist degree from GIA, helping guide the next evolution of Adeler’s design leadership and Wendy worked hard to grow their online presence and market their story and custom pieces.. As the business transitions into its next chapter, Jorge takes pride in knowing it’s in the most trusted hands—his daughters’. “My family is my legacy. Everything else is just icing on the cake.” With Three generations now involved, the future sparkles as brightly as the past.