Independents

The Rebirth of Brother Wolf

IndependentsSep 14, 2017

The Rebirth of Brother Wolf

How a pair of 26-year-old twins from Pittsburgh are reinventing a line of religious jewelry that, they say, has mass potential.

20170914_Wolf-Gabriel.jpg
The Brother Wolf pendant depicting St. Gabriel, the Archangel, in sterling silver with 14-karat yellow gold ($700 retail). The virtue assigned to St. Gabriel is strength, as his name means “God is my strength.” Gabriel is considered to be the patron saint of those who work in communication.

Pittsburgh--It’s a well-worn proverb that patience is a virtue.

But so are a strong work ethic and vision, both of which are possessed by the brother-and-sister team of Jonathan and Lauren Tesauro, who bought and essentially reinvented the Brother Wolf brand.

The Tesauro twins, who are now 26, grew up in the jewelry business. Their parents, Jack and Tina, have owned and operated Chapel Hills Jewelry in Aspinwall, Pennsylvania, a suburb of Pittsburgh, since 1989.

Their story will not sound unfamiliar to many other millennials who are now stepping in to take over their parents’ stores or manufacturing firms.

“As babies, Lauren and I crawled on the floor of all of our parents’ stores,” Jonathan said, noting that Chapel Hills Jewelry had three locations at one point.


Jonathan and Lauren Tesauro behind the Brother Wolf display at Lyle Husar Designs in Brookfield, Wisconsin. “We did a very good business [with Brother Wolf] at Chapel Hills Jewelry, and Lauren and I saw a really big opportunity with this collection. We thought it could go far,” Jonathan said.
But as they got older, both set their sights on careers outside of jewelry.

Lauren was supposed to go medical school while her twin brother planned to attend law school.

But, a family medical emergency--their mother had a brain aneurysm--in 2013 meant they had to change course. They both canceled their plans for post-college education in order to help their father with the family business while their mother recovered.

“When family business calls,” Jonathan said, “you jump and go.”

While working at Chapel Hills Jewelry, the twins, who were searching for a career path outside of retail, took notice of one line that was a consistently strong performer, and one that both they and their mother believed in--Brother Wolf.

Then owned by a Connecticut woman who wishes to remain anonymous, Brother Wolf was a relatively narrowly distributed line of Catholic-centric religious relics reproduced as pendants, but the Tesauros saw potential for so much more.

Jonathan said they wanted to give the line broader appeal, to expand beyond Catholicism to encompass other religions, and also go beyond specific faith to include pieces that are spiritual in nature but not tied to any one religion. They also wanted to make the line more fashionable.

In 2014, the Tesauros bought the company and spent the next year and a half turning Brother Wolf into a brand: “We always say, ‘We didn’t buy a company,
we bought an idea,’” Jonathan said.

They began having the dealers, who had been sourcing relics for Brother Wolf for years, broaden their searches.

Located in places like Barcelona, Prague and Israel, these dealers comb churches, temples and antique shops in search of old pins, coins and pendants; they know, the Tesauros said, what type of relics work for the brand.


Once the relics are brought back into the United States, a mold is made of it. It is this first-generation mold that is used to the make the pendants, which are then put on a sterling silver chains, sometimes with 14-karat gold touches and pearl drops.

“We always put that Brother Wolf touch on everything,” Lauren says.

The Tesauros also had proper photography done (high-resolution images, white background) and opened up social media accounts.

By mid-2015, they began opening doors. Today, they have 60 accounts and just added a national sales manager, Tom Byelick. Both Jonathan and Lauren said while there is no ceiling to the number of stores they will open, they will not oversaturate any single market.

When asked about selling online direct to consumers, Lauren answered with a quick no, adding that, “We’re really trying to steer away from that out of respect for our retailers.”

The Tesauros also just moved Brother Wolf’s operations from an 800-square-foot space to a 3,200-square-foot space in Pittsburgh. It is here, in the former Steel City that is expanding rapidly just like the Brother Wolf brand, that all the jewelry is made.

It is also here that the Tesauros trace the history of the relic and assign it a virtue.

Take, for example, one of Jonathan’s favorite pieces, St. Teresa of Ávila (1515-1582), the patron saint of Spain who was a mystic and one of only a few women elevated to the status of Doctor of the Church, a title bestowed on saints of particular importance. Her virtue is charisma.

There’s also St. Cecelia, the patron saint of musicians and poets who is pictured in the relic used for the pendant with her harp. Her assigned virtue is creativity.

And it is in these virtues that lies the strength of Brother Wolf, and the reason Jonathan and Lauren saw so much potential in the line.

Each piece has a great story behind it that people can connect with, whether they want to wear the pendants as an amulet of protection, a nod to their profession or in memory of a loved one.

And that is one of, if not the, single most important elements of selling jewelry--eliciting genuine emotion.

“We always say, ‘A jewelry store is like a bar, you always hear everybody’s story,’” Jonathan said. “Wait until you have Brother Wolf in your store; you’re really going to get to know that person.”
Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

Asian Star’s diamond manufacturing facility in India
SourcingMar 27, 2024
Compliance, Caution, and Concern: The Current Outlook of Indian Diamantaires

There is a willingness to comply with new government-mandated regulations, with an insistence that they should be practical and realistic.

Kira Diam solar plant
Lab-GrownMar 27, 2024
Indian Lab-Grown Diamond Manufacturers Keep Growing

A combination of factors is driving growth in the industry despite the precipitous drop in prices across the board.

Bharat Ratnam, a Mega Common Facilitation Centre (CFC)
SourcingMar 27, 2024
Reinvigorating SEEPZ, the Epicenter of India’s Studded Jewelry Exports

The zone’s modernization will enhance and increase India’s jewelry manufacturing capabilities while aiding small and mid-sized businesses.

Jewelers of America Fly In Washington, D.C.
Brought to you by
How Jewelers of America Represents Your Business

For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.

SRK Empire and SRK House
Policies & IssuesMar 27, 2024
SRK Exports’ Journey Toward Net Zero Impact

By the end of this year, SRK’s diamond manufacturing complexes will achieve net zero emissions, one of an impressive array of achievements.

Weekly QuizMar 21, 2024
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
Georgia May Jagger Tommy Hilfiger ad campaign
FinancialsMar 27, 2024
Movado’s Full-Year Sales Sink 11%

The company plans to invest $25 million in marketing initiatives to boost awareness around its namesake and licensed brands.

Hand holding shopping bags
SurveysMar 27, 2024
Consumer Confidence Held Steady in March

Optimism about the current state of the economy was offset by anxiety around inflation and the political environment.

BTYB-HoBrothers-updated.png
Brought to you by
The Scalable, Professional, and Effortless Solution for High-Demand Custom Jewelry Retailers

Ho Brothers offers scalable solutions for the future of custom jewelry.

Bernadette Mack
Policies & IssuesMar 27, 2024
Mercury Free Mining Hires Bernadette Mack

The former WJA executive director is MFM’s new managing director.

April Is Diamonds Do Good Month
Policies & IssuesMar 27, 2024
Diamonds Do Good Announces Its April Initiative

DDG encourages retailers to educate customers on the positive impact of purchasing natural diamonds.

Tiffany & Co. With Love, Since 1837
MajorsMar 26, 2024
Tiffany & Co. Debuts ‘With Love, Since 1837’ Campaign

Highlighting the most iconic Tiffany collections, it’s inspired by the company’s late window designer, Gene Moore.

National Jeweler columnists Duvall O’Steen and Jen Cullen Williams
ColumnistsMar 26, 2024
Creative Connecting: AI Tools and Tips for Social Media

Jen Cullen Williams and Duvall O’Steen explore how jewelers can save time and money by using AI to analyze engagement and create content.

Nordstrom Men’s Store New York City
MajorsMar 26, 2024
Nordstrom May Go Private, Says Report

The retailer previously turned down an $8.4 billion offer in 2018.

 International Gemological Institute
GradingMar 26, 2024
IGI Announces Tech for ID’ing Lab-Grown Colored Diamonds

The lab stresses the importance of accurate identification, as the difference in price is “substantial.”

Kendra Scott lab-grown diamond jewelry
CollectionsMar 25, 2024
Kendra Scott Debuts Lab-Grown Diamond Fashion Jewelry

The brand also plans to expand its retail footprint from 138 to 200 stores over the next three years.

Instappraise logo NAJA logo
Events & AwardsMar 25, 2024
NAJA, Instappraise Offering Scholarships for Aspiring Jewelry Appraisers

One is reserved for a NAJA member, the other for a non-member.

Carie Lehrke and Megan Mattice
MajorsMar 25, 2024
Borsheims Announces New VP of HR, Assistant Manager

Longtime employees Carie Lehrke and Megan Mattice have received promotions.

My Next Question graphic vintage jewelry webinar
Recorded WebinarsMar 22, 2024
Watch: How to Buy and Sell Vintage Jewelry

Three guests joined National Jeweler and Jewelers of America to discuss trending time periods, spotting reproductions, and more.

Chris Clipper and Robert Lepere
MajorsMar 22, 2024
David Yurman Announces New CFO, Chief People Officer

Chris Clipper and Robert Lepere join the company with 50 years of combined experience.

Nakard pyrite earrings
CollectionsMar 22, 2024
Piece of the Week: Nakard’s Pyrite Earrings

The trendy, metallic earrings wink at classic spring colors.

Stock image of police cars with their lights on
CrimeMar 21, 2024
Sparks Fly as Burglars Lose Safe on California Freeway

JSA said a man and woman pulled the safe out of an Oakland jewelry store but couldn’t quite get it into their van.

Grizzly Mining rough emeralds
SourcingMar 21, 2024
Grizzly Sells 4,145-Carat Emerald for Over $1M

The miner’s March auction generated $19 million.

Helen McCluskey
MajorsMar 21, 2024
Signet Jewelers Names New Board Chair

Helen McCluskey will succeed H. Todd Stitzer when he meets his 12-year term limit in June.

Julia Roberts wearing a Chopard necklace
CollectionsMar 20, 2024
Julia Roberts Co-Designs New Chopard Jewelry Collection

“Chopard x Julia Roberts” showcases the first gems cut from the 6,000-carat-plus “Insofu Emerald."

Tanzanite white gold ring Jared
FinancialsMar 20, 2024
Signet’s Q4 Same-Store Sales Sink 10%

The jewelry giant also posted a double-digit drop in same-store sales for the full year.

Gold and diamond Baume & Mercier watch Elvis gave to Dodie Marshall
AuctionsMar 20, 2024
Vintage Baume & Mercier Gifted by Elvis Going Up for Auction

Elvis gave the watch to actress Dodie Marshall after filming “Easy Come, Easy Go.”

Sketch of Suhan Wang necklace design
Events & AwardsMar 20, 2024
See the Winner of GIA’s Design Competition

The Gianmaria Buccellati Foundation Award for Excellence in Jewelry Design was presented to a graduate of the GIA school in Taipei.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy