Independents

Michigan’s DeVries Jewelers Unveils New Location in Time for the Holidays

IndependentsDec 19, 2024

Michigan’s DeVries Jewelers Unveils New Location in Time for the Holidays

Co-owner Dan DeVries shared what it’s like moving into a space triple the size of its old store and how it feels to be a “real jeweler” now.

DeVries Jewelers
DeVries Jewelers, a fifth-generation, family-owned retailer in Grand Rapids, Michigan, just opened a new, larger store. Here, Dennis DeVries, the former owner, cuts the ribbon alongside his sons and current owners, Dan and Dave DeVries, and other guests. (Image courtesy of Kate English Photography)
Grand Rapids, Mich.—DeVries Jewelers has opened its new store, just in time for the holiday rush. 

The fifth-generation, family-owned independent jeweler in Grand Rapids, Michigan, cut the ribbon on its new two-story store last week, located down the street from its previous location.

Looking to expand into a bigger space, co-owners and brothers Dan and Dave DeVries purchased a property down the street with more than triple the space, with demolition beginning in January of this year.

It was time for an update, Dan DeVries said in an interview with National Jeweler, as the retailer has been in business since 1901 and had been in its previous location since 1955.

“This obviously is a major update, but it’s a little more fitting for where we’ve grown our business to,” said Dan.

“It's kind of like we’re real now. We stepped out of ‘mom and pop’ into ‘Oh, they’re real jewelers now.’”

Construction on the new store began in February, with help from Grand Rapids-based Pinnacle Construction Group and interior design firm r.o.i. Design.  

It was important for the jeweler to use local businesses, he said.

DeVries Jewelers closed its previous location on Nov. 25, and had a soft opening for the new store on Nov. 29, with an official dedication held on Dec. 11.

Opening a new location that close to Christmas may not be for the faint of heart.

The initial plan was to hold a grand opening before Thanksgiving, but there was a special project holding up the works.

The jeweler wanted to bring its well-known and well-loved horseshoe-shaped circa 1950s jewelry case into its new space. But it needed refurbishing, which took a bit longer than expected.

The jeweler also was waiting on the delivery of other showcases to fill the space, but as the holiday season crept closer, a decision had to be made.

It was a labor of love, and there was the temptation to wait until everything was perfect for a grand opening, said Dan, but a January debut would be too late.

“It put a lot of pressure on us, but at the end of the day, I think it was the right move,” he said.

The new location has more than triple the space of its previous store, bringing it from a one-story store measuring 1,600 square feet to a two-story space of 6,000 square feet.


DeVries Jewelers’ new storefront has a brick exterior and high windows to complement the historic building architecture on Leonard Street.

Though the store has moved three times in its history, the locations always have been within the same two blocks of Leonard Street.

Its vaulted main floor showroom spans 2,150 feet, with a dedicated bridal department, and a second-floor balcony that overlooks the showroom.

The retailer now has the space to introduce more jewelry lines, including Sloane Street Jewelry, Jennifer Dawes Design, Amden Jewelry, and Yael Design, and expand the area for the Frederick Sage line.

The main floor also features an on-site repair shop and service area.

The second floor includes an event space, which can host trunk shows or other shopping events, and a bar for special occasions.

The retailer also has a private parking lot with 25 spaces, in addition to a 50-space lot shared with other local businesses.

Dan said it’s been an adjustment working in a larger space, away from the familiar layout of the old store.

To better serve customers in the new store, the jeweler has plans to expand its team.

The store currently employs 13 people, both part-time and full-time, and plans to hire four to five additional employees for the new location.

The updated store has attracted some new customers, said Dan, and welcomed back longtime clients.

“The feedback has been really good. I’ve been talking [to my customer base] about doing this for the last 10 years so a lot of my regular customers, they’re super excited for us,” he said.

“I don’t know how many bouquets of flowers we’ve been sent, which is really kind of crazy. I should be sending them something, and they’re sending me something.”

The jeweler has invested in its community, said Dan, and said the locals appreciate it.

Grand Rapids Chamber Membership Engagement Manager Todd Anderson attended the opening event, alongside other officials, to congratulate the retailer on its contributions to Leonard Street.

“Family-owned, multi-generational businesses like DeVries Jewelers are the backbone of this community,” Anderson said at the store’s grand opening. 

“DeVries invested in Grand Rapids’ West Side neighborhood more than 120 years ago, way before the West Side was the hot development market that it is today. The Grand Rapids Chamber thanks DeVries Jewelers for its personal investment in Grand Rapids, the West Side, and the Leonard Street business corridor, and we appreciate how the business has helped grow the neighborhood to what it is today.”

DeVries Jewelers was founded in 1901 by Siebern DeVries, great-grandfather of the current owners.

Siebern started off selling jewelry and eyeglasses, as well as offering repair services for jewelry, glasses, and clocks. By 1921, he was exclusively selling jewelry.

He passed away at age 42 due to pneumonia, leaving the store to his wife Cornelia, who ran it for 20 years, including through the Great Depression.

Their son Gerald took over the family business in 1935, followed by his son Dennis in the late 1980s. 

Dennis’ sons, Dan and Dave, took ownership of the store in 2008. Dan’s son Paul is the general manager.

“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,” Dave, co-owner and a West Side resident, said in a statement.

His brother shares that sentiment.

“We’re not any different than where we were before. We’re the same ding-dongs wearing jeans and Birkenstocks. We’re just in a little fancier space,” Dan said.

The Latest

Annie Doresca
MajorsMay 20, 2025
Annie Doresca to Lead DCA as New CEO, President

Current Diamond Council of America President and CEO Terry Chandler is set to retire in January 2026.

QVC Group logo
FinancialsMay 20, 2025
QVC Group to Voluntarily Delist from Nasdaq

The company's Series A shares will continue to trade following a reverse stock split while its Series B shares will be delisted.

National Jeweler columnist Peter Smith
ColumnistsMay 20, 2025
Peter Smith: Leading Through Change

Communicating clearly with your staff is key to navigating turbulent times, writes columnist Peter Smith.

antique_Vegas_2024_by_headshot_stories_9454.jpg
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the Globe

Gain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.

Exterior of Tanishq Santa Clara Storefront
MajorsMay 20, 2025
Tanishq Opens Seventh U.S. Store

Tanishq is expanding its presence in the United States with a new store in Santa Clara, California, which is its largest in the country.

Weekly QuizMay 15, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
New Cartier store at Los Angeles airport
FinancialsMay 19, 2025
Jewelry Sales a Standout for Richemont in 2024

Sales for Richemont’s four jewelry brands increased 8 percent, while watch sales picked up toward the end of the year.

Instappraise and NAJA logos
Events & AwardsMay 19, 2025
NAJA Opens Scholarship Applications for 2025

Two scholarships are available, one for new and non-members and another for NAJA certified members.

Supplier Spotlight -Recorded-Webinar.png
Brought to you by
Watch: The Winston Red: GIA Examines the Smithsonian’s Newest Addition

Supplier Spotlight Sponsored by GIA

Gemfields emeralds, rubies, sapphires
SourcingMay 19, 2025
State of Colored Stones: The Big Three in the Modern World

Sapphires, emeralds, and rubies are finding their place in a U.S. market captivated by the gemstones once referred to as “semi-precious.”

Saks on Amazon flagship window
MajorsMay 16, 2025
Saks Fifth Avenue, Amazon Partner on Luxury Online Storefront

Plus, parent company Saks Global announces plans to cut ties with up to 600 vendors.

Graphic for My Next Question webinar with guest Peter Smith
Recorded WebinarsMay 16, 2025
Watch: Physical Retail Is Not Dead

Peter Smith joined Michelle Graff to chat about the state of brick-and-mortar stores and share a few book and podcast recommendations.

Tejen Candy Bowl Torque Necklace
CollectionsMay 16, 2025
Piece of the Week: Tejen’s ‘Candy Bowl’ Torque Necklace

The necklace features a candy-colored Australian white opal in 18-karat Fairmined gold, as the brand was named a Fairmined ambassador.

1 Camilla Dietz Bergeron.jpg
Supplier BulletinMay 15, 2025
Treasure Hunting at the Las Vegas Antique Jewelry and Watch Show

Sponsored by the Las Vegas Antique Jewelry and Watch Show

The Mediterranean Blue diamond
AuctionsMay 15, 2025
'The Mediterranean Blue' Diamond Sells for $21M at Sotheby’s

A private American collector purchased the 10-carat fancy vivid blue diamond.

Jessica McCormack Fruit Salad Campaign Imagery
CollectionsMay 15, 2025
Jessica McCormack’s ‘Fruit Salad’ Collection Is Fresh for Summer

The designer has taken the appeal of freshly picked fruit and channeled it into a capsule collection of earrings, necklaces, and pendants.

Stock image of diamonds
SourcingMay 15, 2025
Tariffs Take Toll on India’s Gem and Jewelry Industry in April

The country’s gem and jewelry exports fell 5 percent year-over-year last month, while imports declined 18 percent.

Disability advocate Catarina Rivera, JVC ADA compliance guide, circle of hands wearing jewelry
Policies & IssuesMay 15, 2025
State of Retail: How to Better Serve Customers With Disabilities

Around 54 million Americans and counting live with a disability. Here’s how to make your jewelry store and website more accessible.

Sekou Andrews
Events & AwardsMay 15, 2025
Poet Sekou Andrews to Give Closing Keynote at Converge

The event is also accepting poster submissions now through June 16.

Pope Francis
Policies & IssuesMay 14, 2025
Here’s What Happened to Pope Francis’ Ring

Before Pope Leo XIV was elected, a centuries-old procedure regarding the late pontiff’s ring was followed.

1998 Cosmograph Daytona, Ref.16516 Rolex
AuctionsMay 14, 2025
Custom Rolex Pulled From Sotheby’s Sale

The one-of-a-kind platinum Rolex Cosmograph Daytona was estimated to fetch up to $1.7 million.

Jeweler Constance Polamalu at Bloomstone, a store that specializes in lab-grown diamonds
Lab-GrownMay 14, 2025
State of Diamonds: What’s Next for Lab-Grown Diamonds?

While the product has entrenched itself in the market, retailers and consultants are assessing the next phase of the category’s development.

Surveillance footage Tiffany & Co. Seattle robbery
CrimeMay 14, 2025
Seattle Detectives Seek Public’s Help in Tiffany & Co. Robberies

The police are trying to identify the man suspected of robbing two Tiffany & Co. locations in the area.

Jeff Corey, new chairperson of the board for the Jewelers Board of Trade
MajorsMay 14, 2025
Jeff Corey Elected Chair of JBT Board

The well-known Maine jeweler takes over for Brian Fleming and will serve a one-year term.

Foundrae Ingot Pendant
Policies & IssuesMay 14, 2025
Foundrae Donates $11K to Ethical Metalsmiths

The donation was the result of the brand’s annual Earth Day Ingot event.

Eiseman Jewels ribbon cutting ceremony
IndependentsMay 13, 2025
Eiseman Jewels’ Renovated Dallas Store Is Bigger and Better

Located in NorthPark Center, the revamped store is nearly 2,000 square feet larger and includes the first Tudor boutique in Dallas.

Diamond Council of America
MajorsMay 13, 2025
DCA Announces New Learning Platform, Course Updates

The nonprofit has made updates to the content in its beginner and advanced jewelry sales courses.

Malyia McNaughton and Elyssa Jenkins-Pérez
MajorsMay 13, 2025
BIJC Launches New Education Fund

BIJC President Malyia McNaughton will shift roles to lead the new foundation, and Elyssa Jenkins-Pérez will succeed her as president.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy