With just two weeks until Christmas, DeVries Jewelers is welcoming West Michigan shoppers to its newly expanded store at 433 Leonard St. NW. Brothers and co-owners Dan and Dave DeVries officially cut the ribbon on the new location today, marking the opening of a larger, two-story space that offers more than triple the square footage of their previous store.
“We’re thrilled to invite both long-time customers and newcomers to experience our expanded space,” said Dan DeVries at the ribbon-cutting event, which was attended by the West Side community, customers, friends, family, and local media. “With more room for displays, repairs, product lines, and even a bar and event space upstairs, we can offer a more personalized jewelry shopping experience.”
Founded in 1901, DeVries Jewelers is a fifth-generation, family-owned business based in the heart of Grand Rapids’ West Side neighborhood. In January 2024, the DeVries family purchased the former Lannings’ Restaurant & Catering property, demolishing the building to make way for the new store. Construction began in February 2024 by Pinnacle Construction Group, with interior design by r.o.i. Design. The family closed its previous location at 411 Leonard St. NW on November 25 and held a soft opening of the new store on November 29, officially dedicating it on December 11.
The ribbon-cutting ceremony also featured remarks from Paul DeVries, the store manager and son of Dan, as well as Todd Anderson, Membership Engagement Manager at the Grand Rapids Chamber, and a representative for Senator Mark Huizenga, who presented an official proclamation congratulating DeVries Jewelers for its continued growth in West Michigan.
“Family-owned, multi-generational businesses like DeVries Jewelers are the backbone of this community,” said Anderson. “DeVries has been a part of the West Side for more than 120 years, long before it became the thriving development hub it is today. The Grand Rapids Chamber is proud to support DeVries Jewelers and their ongoing investment in this neighborhood.”
The new store at 433 Leonard St. NW boasts 6,000 square feet of space across two floors—more than three times the size of the previous 1,600-square-foot single-story location. As Paul DeVries noted, this expanded space allows for a greater variety of products, enhanced customer service, and the ability to host special events in the new upstairs bar and event space.
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