It’s All Relative: Marshall Pierce & Co.’s Jerry Bern Jr. and Evan Bern

These Windy City slickers know Chicago is their kind of town“You have to love the jewelry business to be a success,” says Marshall Pierce & Co. president Jerry Bern Jr. The Berns must really love it; they’ve been serving the Chicago market for four generations since 1897. (Their watch and repair business goes back another three generations to Sweden.) Jerry’s dad bought 40-year-old Marshall Pierce & Co. in 1968; today, the Berns preside over two locations—Madison Street and North Michigan Avenue—with the help of Jerry Jr.’s son Evan. It’s an exciting career, says Jerry: “love, money, emotion, and an endless stream of characters from around the world.” What’s not to love? Changing History Jerry: The course of the family business changed when I earned my graduate gemologist certificate in 1977. [We were] one of the first stores in Chicago to have a GG on staff

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