Bernie Robbins Jewelers to Open Store Inside Atlantic City’s Hard Rock Casino

Fine jewelry retail chain Bernie Robbins Jewelers is betting big on Atlantic City.

The Somers Point, N.J.–based retailer will debut a 1,500-square-foot store inside the new Hard Rock Hotel & Casino when the venue opens for business on June 28. The property was formerly the Trump Taj Mahal but is currently undergoing a $500-million renovation to make it like new.

Bernie Robbins isn’t new to “America’s playground”—the retailer operated stores inside Atlantic City casinos years ago, but closed them to focus more on suburban locations.

Company president and co-owner Harvey Rovinsky says the time is right for reentry: “When the [resort] approached us as the potential exclusive jeweler in their $500-million renovation project on the Atlantic City boardwalk, we were excited by the brand alignment and opportunity,” he says, “but we had some tough questions for the management team. Based on our 55-plus years of experience, we knew the location on the property was everything.”

The Hard Rock, he adds, “did not disappoint on this request.” The store will be optimally situated—directly across from the High Rollers Lounge, adjacent to the main casino floor, and within feet of several high-end restaurants. Its backdrop: the storied Atlantic City boardwalk. “This positioning and exposure could not be better for us,” notes Rovinsky.

The store’s build-out “will complement the high-energy, upscale, yet comfortable, and welcoming feel of the property,” he says. The store’s signature bronze-and-blue color scheme will be showcased throughout the store.

Despite its seaside location, Atlantic City has struggled with attracting tourists in recent years. But the city’s developers and investors hope a revival is afoot. And those hopes are largely pinned on the debut and success of the Hard Rock property, coupled with that of the Ocean Resort Casino, which will also open to the public on June 28 following an extensive revamp.

Rovinsky says he’s excited to be part of the movement to revive the legendary entertainment town.

“We’ve always credited our success to strong community partnerships and look forward to contributing to the revitalization of New Jersey’s iconic Atlantic City,” he says. “We see great potential in this significant redevelopment project and look forward to a bright future for the city.”

Top: A digital rendering of the future Hard Rock Hotel & Casino in Atlantic City, N.J. (courtesy of the Hard Rock Hotel & Casino)

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JCK Magazine Editor