Sean Dunn was honored in the 2026 Retailer Hall of Fame for turning a modest family shop into a nationally recognized jewelry retailer.
His father then urged him to drive his surfboard to Santa Monica, where he earned a Graduate Gemologist diploma from the Gemological Institute of America.
After a year selling at Ben Bridge Jeweler in Costa Mesa, he absorbed lessons on ethics and storytelling that later shaped his approach at the family store.
Returning home, he accepted the vice-president role at J.R.
From Surfboards to Gemstones
A burglary that stripped the store of inventory forced the couple to rebuild, eventually moving to a mall in South Weymouth and rebranding as J.R.
Jim’s death in 2021 ended a three-generation partnership, but his charitable legacies—Dunn’s Run 5K and the “Diamond in the Ruff” pet-adoption program—continue under Sean’s direction.
Family Roots, Early Setbacks and Ongoing Vision
Sean recalls that family trips always ended with a stop at a jewelry shop to pick up a souvenir. Jim purchased a microscope while working at IBM, attended classes at the Gemological Institute of America, and became fascinated with geology and gemology.
The first-year robbery left the shop empty, and because the owners were between policies, they paid the loss themselves. After outgrowing the Hanover location, the couple relocated to a South Weymouth mall and adopted the J.R. In 1978 they moved to Florida, where Jim operated Oro International, a wholesale outlet for imported Italian pieces, from both the Massachusetts store and a small appointment showroom in Lighthouse Point.
Former client Robert Pelliccia described Jim as the “life of the business,” a personality everyone adored. Sean mourned his father’s passing, eventually returning to work and seizing control of the store with a clear vision that lifted the operation to a new level. Long-time customer Robyn Moncrief notes that Sean now fills the presence his father once provided in the showroom. Sean says he won’t pressure his children, yet celebrates Briana’s digital-marketing studies in Madrid and Nicolas’s hospitality program near Geneva’s watch hub.
Digital Leap and Store Revamp
In 2005, Sean Dunn launched JRDunn.com, one of the first independent jewelers to sell online, after a consultant showed him Google AdWords and eBay listings.
Initial sales of a $4,500 Roberto Coin earring sparked rapid growth; the site generated several hundred thousand dollars that year and topped $10 million in online revenue during the pandemic.
Brand partners initially resisted the e-commerce move, but the model proved sustainable and later became industry standard.
2025 saw a major remodel that expanded the flagship from 8,000 to 14,000 square feet, consolidating administration, e-commerce, and accounting under one roof.
The redesign, led by Sean’s wife Viviana and construction expert Mike Janoura, added floor-to-ceiling windows, Swarovski chandeliers, and a visible workshop with laser welders and engraving machines.
The new space showcases a Level 60 Rolex-certified watchmaker, five bench jewelers, and in-house designer Robert Pelliccia, whose one-of-a-kind pieces draw customers to the boutique.
Sean investigated blockchain traceability and concluded that natural diamonds from Botswana offered a more authentic story.
He introduced the Single Source collection, attaching QR-coded cards that let buyers view a diamond’s blockchain record from mine to retail.
In a 2025 auction, Sean and Ada Thela of Zoë Diamonds secured a 5.79-carat rough stone after an intensive vetting process by the Okavango Diamond Company.
The rough was cut into a 2.51-carat round brilliant and paired with a 0.40-carat oval, creating the “Two-From-One” ring set that debuted in June.
Continuing the Family Legacy
Sean entered the storefront in 1997, stepping directly into daily operations after college.
He examined blockchain projects, noting De Beers’ Origin platform aligned with his vision.
