The Yasner family history in the jewelry business began with Benjamin Yasner. Ben came to the United States as a boy from a small village outside of Kiev, Russia. He went to work for a jewelry store in Newark while attending evening classes at the Fosset School of Art. In his classes, he learned to paint designs. At work, he learned to make what he designed. He quickly picked up the skills of the trade, and in 1916, at the age of 20, he became a jewelry designer with Jones & Woodland of Newark. There, Ben met Phillip Grobe, who was an accomplished bench jeweler. They decided to merge their skills and opened Grobe & Yasner Jewelers in a garage behind 84 W. Kinney St. in Newark, in 1919.


Ben was the artist who worked in oil paint, hand painting his jewelry designs that Master jewelers would turn into works of art, loved by both women and men. See Ben's work here. Later in life, Ben would go on to paint large still life, nature, and landscapes, in oil on canvas. See Ben's paintings here.
For the next 10 years, the business continued to expand and Grobe & Yasner Jewelers bought the building at 32 Greene St. In Newark.


Dena's father, Sheldon Yasner, went in to his father's business after graduating from Cornell University in 1946 with a degree in geology, and would later get his GIA (Gemological Institute of America) certification. In addition to designing jewelry, Sheldon was also a Master Jeweler, stone cutter, diamond expert, and true craftsman. He created one of a kind pieces of jewelry during a career that spanned some 50 years. See Sheldon's work here.



             "My mother, Jean (Irwin), went to work for my grandfather, Ben, right around 1950. That's where she met my father, Sheldon,

             and eventually, they married in 1960. My mother continued to work part time in the store when I was a kid. She would often pick

             me up after school and we would go to the store. She would work, I would play. My grandmother, Ethel, also worked in the store

             as the book keeper both in Newark, and South Orange. She would also work the floor from time to time, if they were short-handed

            due to vacation, or during the busy holiday season. These two strong, intelligent women made significant contributions to the success

            of the family business and were terrific role models!" - Dena



In 1946, Ben, along with Sheldon, opened Yasner & Son Jewelers at 22 Green St. in Newark - buying the building right across the alleyway from the original Grobe & Yasner building.


Around 1960, they moved the business to nearby South Orange, NJ. It was here that Dena spent many, many hours being surrounded by beautiful pieces of jewelry. This store was also a full bridal registry location. Not only would a couple be able to pick out their diamond engagement and wedding rings, but they could also select their china and sterling flatware patterns, too.


           "I remember that my older sister and brother would also work in the store part time while they were in high school, and during the

           holiday season. And we also had extended family members, cousins, and in-laws stopping in the store frequently, some to shop;

           others with related jewelry business, so it always seemed like there was a lot of family around." - Dena


Sheldon's jewelry design style could not have been more different from his father's. Where Ben's was very finely detailed and precise, Sheldon's was more free-form and fluid; perhaps indicative of the general styles and trends of their respective generations. Sheldon didn't work with oil paints to design jewelry, but rather with his own two hands, almost more like a sculptor than a Master jeweler, who brought metal and stones together into one of a kind works of art.


Nothing was mass produced.


Both Ben and Sheldon Yasner worked in fine metals (gold and platinum) and precious gemstones (diamonds, emeralds, rubies, and sapphires).


Ben Yasner designed the ring for Cardinal Spellman, before he became Archbishop Spellman.


Yasner & Son Jewelers ran a couple of trial ads in Vogue Magazine, and catered to some very high-end, high profile clients at that time. Among those custom items made, were a pair gold monogrammed cuff links for Sahle Selassie, son of former Emperor of Ethiopia, Haile Selassie; and also for Gene Raymond, the late movie star, and husband to Jeanette MacDonald, of the famous movie duo, Nelson Eddy and Jeanette MacDonald.


And now, the third generation of jewelers in the Yasner family - welcome to Yasner Jewelry Designs!