A third-generation jeweler and U.S. Army veteran, Geller reflects on leadership, legacy, and applying classroom learning in Goizueta’s Evening MBA.
For Jonathan Geller 26EvMBA, leadership was something learned early — first at the jeweler’s bench, later in the U.S. Army, and now in the classroom at Goizueta.
A third-generation leader of D. Geller & Son Jewelers, Geller grew up immersed in the family business, polishing rings in elementary school and setting diamonds by middle school. Founded in Atlanta in 1939, the company has become a household name over decades of craftsmanship, small-business grit, and memorable marketing — including radio ads many Atlantans have grown up hearing.
“There was never really a question that I’d end up in the business,” Geller says. “That opportunity has always felt like such a gift, and I was always driven to earn it and be as prepared for it as possible.”
Learning Leadership Early
That mindset took him beyond the showroom floor. After earning his undergraduate degree at the University of North Georgia, Geller commissioned into the U.S. Army as an Infantry Officer, ultimately reaching the rank of Captain. The experience shaped his approach to leadership — particularly the challenge of earning trust while leading teams with far more experience than his own.
“In your first position after initial officer training — your first day in the ‘real Army’ — you’re placed in charge of about 40 people,” he explains. “Chances are, it’s nobody else’s first day.”
“You have to ask yourself: how do you demonstrate your value and earn respect in that setting? What’s the unique value and ability you bring that they can’t do themselves?”
Those lessons carried over when Geller returned to Atlanta in 2022 to formally step into leadership at D. Geller & Son. Taking the reins of a legacy business meant balancing tradition with change — honoring what made the brand recognizable while preparing it for an evolving retail landscape.
“Family businesses have a face,” he says. “The staff loves to be able to talk about how ‘Mr. Geller’ is always in the store. It’s a point of pride they have in their workplace and, frankly, a selling point.”
“When you grow, you can’t just leave everything behind, or people stop recognizing you,” he adds.
Applying Lessons from the Classroom in Real Time
That philosophy has influenced everything from marketing strategy to operations, including how the company navigates industry disruption and changing consumer expectations. It’s also one of the reasons Geller decided to pursue an MBA at Goizueta Business School.
As a member of Goizueta’s Evening MBA program, Geller is able to apply what he’s learning in real time — testing ideas at work during the week and bringing insights back to the classroom.
“The Evening MBA format is a huge leg up as a working professional,” he says.
You can learn a concept on Monday, try it out Tuesday through Friday, and chat with your professor and cohort the next Monday for feedback.
Jonathan Geller, President & CEO, D. Geller & Son Jewelers
Balancing school, leadership, and family life requires discipline and intentionality. For Geller, that means protecting family time, staying organized, and treating every window of time with purpose.
“A full schedule only feels busy and chaotic when it’s disorganized,” he says. “Once you’ve sorted everything into a flow that makes sense, it just makes life feel full and purposeful.”
Now deep into the program, Geller says one of the most impactful aspects of the Evening MBA has been the diverse perspectives his classmates bring into the room — something that complements both his military and business experience.
“The most valuable leadership lessons I’ve learned at Goizueta have been thanks to the exposure to so many different professional backgrounds,” he says.
Whether in the classroom, the store, or the community he’s long been part of, Geller approaches leadership with humility, curiosity, and a commitment to growth — qualities that continue to shape both his education and his business.
