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

Woman with hands crossed wearing jewelry
FinancialsSep 02, 2025
Lab-Grown Diamonds, Lower-Priced Fashion Jewelry Drive Signet Jewelers’ Q2 Sales

The retailer has raised its guidance after seeing total sales increase 3 percent in the second quarter, beating expectations.

Jean-Christophe Bédos Birks
MajorsSep 02, 2025
Birks CEO Jean-Christophe Bédos Steps Down

Niccolò Rossi di Montelera, executive chairman of the board, was appointed as interim CEO.

Harry Winston Ginza Flagship Exterior, Interior
MajorsSep 02, 2025
Harry Winston Opens Its Largest Flagship in Japan

The three-floor space also features the jeweler’s largest VIP salon in Japan and offers an exclusive diamond pendant.

japac-btyb.png
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key Issues

Jewelers of America is leading the charge to protect the industry amidst rising economic threats.

All Hours: Stephanie Gottlieb Fine Jewelry x Oak and Luna Campaign Imagery
CollectionsSep 02, 2025
Stephanie Gottlieb Debuts Silver Designs in ‘All Hours’ Collab

The collection is a collaboration between Stephanie Gottlieb Fine Jewelry and Oak and Luna, focusing on understated essentials.

Weekly QuizAug 29, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Sothebys The Desert Rose orangy pink diamond collectors week
AuctionsAug 29, 2025
Sotheby’s UAE Sale to Feature 32-Carat Fancy Vivid Orangy Pink Diamond

The highlight of a single-owner jewelry and watch collection, it’s estimated to fetch up to $7 million at auction this December.

Calvin Klein watch and jewelry campaign
FinancialsAug 29, 2025
Movado’s Q2 Sales Rebound Despite Tariff Impact

CEO Efraim Grinberg noted a resurgence in the fashion watch market.

rio-article photo-diamond.jpg
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine Jewelry

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

Mark Davis Bullseye Necklace
CollectionsAug 29, 2025
Piece of the Week: Mark Davis’ ‘Bullseye’ Necklace

The “Bullseye” necklace, with vintage bakelite and peridot, August’s birthstone, is the perfect transitional piece as summer turns to fall.

Image #1_Resized.png
Supplier BulletinAug 28, 2025
Clientbook Is Helping Jewelers Turn Clienteling Challenges into Wins with Hands-On Training and Coaching

Sponsored by Clientbook

GIA’s new report for lab-grown diamonds
GradingAug 28, 2025
GIA’s New ‘Quality Assessment’ for Lab-Grown Diamonds Is Coming

It will classify lab-grown stones into one of two categories, “premium” or “standard,” in lieu of giving specific color and clarity grades.

Botswana President Duma Boko
SourcingAug 28, 2025
Botswana Declares Public Health Emergency Amid Diamond Sales Slump

President Duma Boko addressed the country’s medical supply chain crisis in a recent televised address.

Afton Robertson-Kanne Borsheims
MajorsAug 28, 2025
Borsheims Names New Jewelry Buyer

Former Free People buyer Afton Robertson-Kanne recently joined the retailer.

Taylor Swift Engaged
EditorsAug 27, 2025
Taylor Swift’s Engagement Ring Is a Fairy Tale for Vintage Diamond Cuts

The singer’s new bling, reportedly a natural old mine-cut diamond, is no paper ring.

11,685-carat Imboo emerald
SourcingAug 27, 2025
11,685-Carat Emerald Recovered From Zambia’s Kagem Mine

Dubbed the “Imboo,” or “buffalo,” emerald, the rough gemstone is part of Gemfields’ latest emerald auction, which is taking place now.

Shopping cart
SurveysAug 27, 2025
Consumer Confidence Slips in August Amid Job, Income Worries

Plans for dining out, booking vacations, and buying big-ticket items were down.

Mine + Found Play Collection Prize Bubble Locket, Whistle Pendent, Fortune Dice
CollectionsAug 27, 2025
Mined + Found’s New Collection Gets Playful

The “Play” collection centers on nostalgic toys that have kinetic elements to carry playfulness and wonder into adulthood.

CCWW lifesaver necklace
CollectionsAug 26, 2025
Does Your Jewelry Stack Need a Snack?

Designer Christina Puchi, the creative force behind CCWW Designs, has created charms and pendants based on iconic candies and crackers.

Nick Jonas x Fossil Campaign
WatchesAug 26, 2025
Nick Jonas Gets Nostalgic in New Fossil Campaign

The Jonas Brothers star showed off new timepieces against the backdrop of his favorite spots in his home state of New Jersey.

Emmanuel Raheb
ColumnistsAug 26, 2025
Back to School, Back to Style: Why August is Prime Time for Self-Gifting

In his latest column, Emmanuel Raheb shares tips for encouraging customers to treat themselves to new jewelry.

London Jewelers Rolex East Hampton Boutique Exterior
WatchesAug 25, 2025
London Jewelers Brings Rolex to Historic Hamptons Home

The new stand-alone Rolex boutique is housed in the former Odd Fellows Hall, a landmark built in 1897.

Madison Keys
CollectionsAug 25, 2025
Tennis Star Madison Keys Has the Perfect Necklace for the US Open

The Brilliant Earth ambassador co-designed a diamond medallion featuring meaningful symbols.

Marie Lichtenberg emerald and diamond locket on the 18-karat gold “Rosa” chain
TrendsAug 25, 2025
Amanda’s Style File: That’s a Wrap

Wrap jewelry is more than just a trend; it’s the perfect motif for the coming season of layering, scarves, and pumpkin spice.

WatchTime New York
WatchesAug 25, 2025
WatchTime NY Show Returns for 10th Anniversary Edition

The three-day watch collector show, coming this October, will feature 44 exhibiting brands, as well as a new dinner experience.

Sriram “Ram” Natarajan
GradingAug 22, 2025
Former Head of GIA India Promoted to Oversee Global Operations

Sriram “Ram” Natarajan is now GIA’s senior vice president of laboratory operations and is based out of the lab’s headquarters in Carlsbad.

Retrouvaí Diamond Vein Bond Collar
CollectionsAug 22, 2025
Piece of the Week: Retrouvaí’s ‘Diamond Vein Bond’ Collar

The one-of-a-kind collar represents the beauty of imperfection and the strength to rebuild.

Kendra Scott
MajorsAug 22, 2025
Kendra Scott Returns as CEO of Her Jewelry Empire

Three C-suite executives, including former CEO Tom Nolan, have resigned as part of what the company describes as a “transition.”

×

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