Jeweler dedicates new, two-story store

Retail

Dec 11

Photo credit: Kate English for DeVries Jewelers

A fifth-generation, family-owned jewelry business cut the ribbon on their new store today. Located at 433 Leonard St. NW in Grand Rapids, the new store features more than triple the space, new jewelry lines, and an upstairs bar and event space for special occasions.

“We are so excited to welcome customers – both those who have been with us over the decades and those new to DeVries – to our new store that will make jewelry shopping an even more personal experience,” said Dan DeVries, Co-owner, DeVries Jewelers.

The new jewelry store is a block west of its previous location. Co-owners Dan and Dave DeVries purchased the former Lannings’ Restaurant & Catering in January 2024. Construction for the new store began in February by Grand Rapids-based Pinnacle Construction Group, with interior design by r.o.i. Design.

“Family-owned, multi-generational businesses like DeVries Jewelers are the backbone of this community,” said Todd Anderson, Membership Engagement Manager, Grand Rapids Chamber.

The new store spans 6,000 square feet across two floors, offering a range of updated features. The exterior incorporates brick and high windows designed to align with the historic architecture of Leonard Street. The main floor showroom measures 2,150 square feet, with a second-floor balcony overlooking the showroom.

The first floor includes a dedicated bridal department featuring engagement and wedding rings, as well as a separate on-site repair shop. The second floor, totaling 2,440 square feet, is a flexible space for events such as trunk shows, product showcases, and private shopping experiences for engaged couples and their wedding parties. The store provides a private parking lot with 25 spaces and access to a nearby 50-space shared lot.

“While our new space is a far cry from our previous store, we’re still the same business that our customers know and trust as one of the oldest family-owned jewelers in West Michigan,” said Dave DeVries, Co-owner and West Side resident.

DeVries Jewelers employs 13 people through a combination of part-time and full-time staff and plans to hire an additional four to five employees for the new store.