Early ‘50s shot of Tom Cook Sr. and Tom Cook Jr. in front of the Beach Street location.
(DAYTONA BEACH, Fla.) – There are not many businesses in Daytona Beach, FL over 100 years old, let alone 125, but that’s what Tom Cook Jeweler is celebrating this year. The jewelry retailer has announced plans to recognize its milestone with 125 Days of Celebration and has invited the community to take part in the festivities.
Established in Georgia in 1892, the business moved its operations to Daytona Beach in 1947 opening its Beach Street location. The 125 Days of Celebration will highlight historical moments, and the store will host special events benefiting local charities – a longtime cornerstone of the company’s philosophy.
“This is a real celebration of family, history and our community,” said Sheryl Cook, President of the business since 1995. The family-run business also includes Sheryl’s sister Vicki, who serves as Secretary; and Vicki’s daughter, Ashley Leonhardt Lee – the fifth generation family member to join the business – the Vice President of Sales and Marketing.
Tom Cook Jeweler credits its longevity to the support of the community to which the jewelry store has offered extraordinary customer care and a personal commitment. This community relationship also manifests itself in the selfless dedication of the family to such stalwart nonprofits as the National Easterseals organization, Easterseals Northeast Central Florida, Daytona Beach Rotary Club, Junior League of Daytona Beach, The Daytona Beach Area Chamber of Commerce, the Downtown Development Authority and many more.
“We are grateful to this community, which has given us so much through the years,” Vicki Cook Leonhardt stated. “It has allowed us to give back in such rewarding ways.”
Throughout the years, Tom Cook Jeweler has helped raise over $800,000 with the Rotary/Easterseals Golf Tournament, which will soon be in its 40th year.
 Madison Grace Lee is on the way to becoming the 6th generation in the family business. |
 Leading Tom Cook Jeweler in their 125th year are (l-r) President, Sheryl Cook; VP of Sales & Marketing, Ashley Leonhardt Lee; and Secretary, Vicki Cook Leonhardt. |
The 125 Days of Celebration includes sale events with special shows, exclusive offers and even a new advertising campaign. It will also include special offers available exclusively on social media via the company’s Facebook and Instagram pages. A website with an updated look and modern feel will also be launched during the celebration. Several trunk shows and estate sales are also scheduled to mark the occasion.
Founded by Vaclav Jule Pekor, Tom Cook Jeweler’s policy has always been to please the public. Vaclav always said, “No matter what the complaint, my customers are always right.” Adhering to this business philosophy is what accounts for the quality service and fine reputation that Tom Cook Jeweler has maintained through the years. As one of the oldest businesses in Daytona Beach, it has earned its place in the community as Volusia County’s exclusive Rolex dealer, as well as being its only official dealer for Roberto Coin and John Hardy.
Visit www.tomcookjeweler.com to learn more.
