Jewelry business constructing new West Side store

RetailConstruction

Jun 26

DeVries Jewelers will be moving from its current location at 411 Leonard St. NW to a newly constructed store this fall at 433 Leonard St. NW in Grand Rapids.

Co-owners Dan and Dave DeVries purchased the former Lannings’ Restaurant & Catering property at 433 Leonard St. NW, demolishing the restaurant in January 2024. Construction for the new, two-story store began in February with Grand Rapids-based Pinnacle Construction Group. The store is expected to be completed in mid-October.

“We are excited to offer a more experience-driven retail space with additional room and dedicated areas to display our jewelry, expand our product lines, provide repairs, and even feature special events,” said Dan DeVries, co-owner. “While we’re moving, we’re still the same family-owned company that our customers know and trust – and now we can deliver our quality products and personalized service in a more spacious and inviting retail environment.”

The new store will feature a number of enhancements – most notably its larger size, expanding from the current 1,600-square-foot, one-story store with 1,000-square-foot showroom to a 6,000-square-foot, two-story store and 2,150-foot showroom.

The building’s brick exterior and high windows emulate the historic building architecture on Leonard Street. Inside, the 2,440-square-foot second floor features flexible space that can be used for events like trunk shows, product line showings, and private shopping experiences. The second floor will also feature an upstairs bar along a bank of windows facing Leonard Street, ideal for special events.

The new store will also include a dedicated bridal department featuring engagement and wedding rings to enhance the shopping experience. The property also includes private parking lot with 25 spaces, plus another 50-space lot shared with other area businesses.

“As one of the oldest family-owned jewelers in West Michigan, we have been serving families who have been our customers for generations,” said Dave DeVries, co-owner and West Side resident. “The neighborhood is a part of who we are, and it’s important for us to stay in this community. We also want to be an active part in the Leonard Street business corridor revitalization.”

Founded in 1901, DeVries Jewelers is a fifth-generation, family-owned business. The store has moved three times since it opened in 1901 (128 Leonard, 423 Leonard and 411 Leonard), though all locations have been on the same two blocks of Leonard Street.

DeVries Jewelers employs 13 people through a combination of part-time and full-time staff, and it expects to increase its staff by another four to five employees in the new store.