DeVries Jewelers, a fifth-generation, family-owned jeweler in Grand Rapids, Michigan, has opened the doors to its new two-story store, just in time for the holiday rush.
Located down the street from its former location, the new store marks a significant expansion. Co-owners and brothers Dan and Dave DeVries purchased the property earlier this year, with plans to triple the space. Demolition began in January, and construction continued throughout the year, with a soft opening on November 29 and an official dedication ceremony on December 11.
Dan DeVries explained that the move was necessary to accommodate the growing business. “This is a major update, but it’s more fitting for where we’ve grown,” he said in an interview with National Jeweler. The business, which has been in operation since 1901, had been in its previous location since 1955.
“It’s kind of like we’re real now. We stepped out of ‘mom and pop’ into ‘Oh, they’re real jewelers now,’” he added.
The decision to open a new store during the holiday season wasn’t easy. Originally, DeVries Jewelers planned a grand opening before Thanksgiving, but delays in refurbishing a beloved 1950s horseshoe-shaped jewelry case and waiting for new showcases pushed back the timeline. Despite the challenges, Dan DeVries said it was the right decision to open before the end of the year. “It put a lot of pressure on us, but it was the right move,” he said.
The new store is more than three times the size of the previous location, expanding from 1,600 square feet to 6,000 square feet across two stories. DeVries Jewelers worked with local businesses, including Grand Rapids-based Pinnacle Construction Group and r.o.i. Design, to bring the new space to life.
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