IndependentsAug 06, 2025
Smith & Son Jewelers to Close 107-Year-Old Location IndependentsAug 20, 2025
Bellman’s Jewelers Opens Second Store After COO's TikTok Takes Off
The New Hampshire-based store has expanded to Boston, propelled by the success of Alex Bellman’s TikTok page, “The Truthful Jeweler.”
New Hampshire-based Bellman’s Jewelers has opened its second store, located in Boston’s Seaport neighborhood.
Boston—Family-owned retailer Bellman’s Jewelers, based in Manchester, New Hampshire, has opened a second location.
The new street-level store is located in Boston’s Seaport neighborhood.
It features a sleek, modern interior and private diamond offices that offer an intimate setting for couples designing engagement rings or consultations for custom work.
The showroom features 22 showcases of luxury jewelry pieces from designer brands and the store's private collection.
“We designed this space to feel both luxurious and approachable,” said Chief Operating Officer Alex Bellman.
“Whether you’re here to browse our showcases, create a one-of-a-kind piece, or find the perfect engagement ring, we want every customer to feel comfortable, inspired, and confident in their purchase.”
Related stories will be right here …
The new street-level store is located in Boston’s Seaport neighborhood.
It features a sleek, modern interior and private diamond offices that offer an intimate setting for couples designing engagement rings or consultations for custom work.
The showroom features 22 showcases of luxury jewelry pieces from designer brands and the store's private collection.
“We designed this space to feel both luxurious and approachable,” said Chief Operating Officer Alex Bellman.
“Whether you’re here to browse our showcases, create a one-of-a-kind piece, or find the perfect engagement ring, we want every customer to feel comfortable, inspired, and confident in their purchase.”
Bellman has led the Manchester store founded by his father David for the past eight years.
In 2023, he was inducted into Jewelers of America’s annual “20 Under 40 in Jewelry Retail” list, which honors up-and-coming jewelry company owners, managers, and employees.
The retailer has been investing in digital video content for years. David previously ran a YouTube channel called “Gems of Knowledge” and even built a small television studio within the Manchester store building.
During the Covid-19 pandemic, management realized the YouTube channel was heavy on the production side.
So, Bellman began posting on TikTok, something he could do with just a cell phone.
As @TheTruthfulJeweler, he shares educational content about diamonds, custom work, and the jewelry business with more than 51,000 followers.
@thetruthfuljeweler This beautiful three carat round looks amazing in this cathedral mounting, I love cathedral mountings they make the ring so safe. #rounddiamond #round #jewelry #engagementring ♬ original sound - The Truthful Jeweler
“TikTok has been the most incredible thing that’s happened to our business,” he said in an interview with National Jeweler.
“We were able to grow without the actual cost of spending for advertising, which allowed me to invest in better, stronger salespeople and better, stronger technology, so I was able to put the money in the right places.”
Bellman's straightforward, educational approach has resonated with customers and fueled “remarkable results,” the store said.
“Within a year, we were shipping rings all over the country,” said Bellman.
Since the TikTok page launched, the store's revenue has increased four to five times, and the team expanded from “just a handful” of employees to more than 20.
The venture has driven growth both locally and nationwide, the retailer said, and ultimately allowed for its expansion.
“When I started posting videos on TikTok, I never imagined it would lead us here,” said Bellman.
“Sharing honest, behind-the-scenes advice about the jewelry industry resonated with people, and that trust has turned into lasting relationships. Opening in Boston’s Seaport is a dream come true and a chance to bring our family business to an entirely new community.”
For more information on Bellman’s, visit the retailer’s website.
More on Independents
The Latest
CollectionsDec 05, 2025
Piece of the Week: Robinson Pelham’s ‘Tsar Star’ EarringsThe new pink sapphire version of the piece dances with its wearer in the brand’s “Icons After Dark” holiday campaign.
TrendsDec 05, 2025
Pantone’s Color of the Year for 2026 Is … WhiteA choice that’s generated a lot of commentary, Pantone says “Cloud Dancer” marks a fresh start and encourages relaxation and creativity.
MajorsDec 05, 2025
Stuller Releases ‘Wrapped in Wonder’ CampaignThe manufacturer’s holiday campaign features a gift guide filled with trending designs and jewelry that can be personalized.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
CrimeDec 04, 2025
Man Arrested After Allegedly Swallowing Fabergé Egg PendantThe man was charged with theft, accused of ingesting the necklace while in a jewelry store in Auckland, New Zealand.
Weekly QuizDec 04, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Supplier BulletinDec 04, 2025
Introducing Shop Natural Day: A New Movement Celebrating Natural DiamondsSponsored by De Beers Group
WatchesDec 04, 2025
Casio Shrinks its G-Shock WatchThe classic 5600 series G-Shock has been scaled down to about a tenth of its size, becoming a fully functioning watch ring.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
Events & AwardsDec 04, 2025
AGA Announces 2026 Tucson Speaker LineupThe association’s annual conference and gala will take place Feb. 4, 2026, during the Tucson gem shows.
Events & AwardsDec 04, 2025
CBG Announces Speaker Lineup for 2026 Miami Event The January show will include a workshop for jewelry retailers on implementing AI to strengthen their businesses.
TrendsDec 03, 2025
Miley Cyrus Debuts Edgy Engagement RingFellow musician Maxx Morando proposed to the star with a chunky, cushion-cut diamond ring designed by Jacquie Aiche.
Policies & IssuesDec 03, 2025
Costco Joins Growing Wave of Retailers Suing for Tariff Refunds The retailer, which sells billions in fine jewelry and watches, is suing the Trump administration and U.S. Customs and Border Patrol.
SurveysDec 03, 2025
A Record 202.9M Shoppers Turned Out Thanksgiving WeekendBlack Friday is still the most popular shopping day over the five-day holiday weekend, as per the National Retail Federation’s survey.
AuctionsDec 03, 2025
Fabergé’s 'The Winter Egg' Achieves Record $30MThe historic egg, crafted for Russia's ruling family prior to the revolution, was the star of Christie’s recent auction of works by Fabergé.
FinancialsDec 02, 2025
Signet Jewelers’ Q3 Sales Up Amid Continued Focus on Lower Price PointsThe retailer offered more fashion jewelry priced under $1,000, including lab-grown diamond and men’s jewelry.
CollectionsDec 02, 2025
Briony Raymond Introduces First FragranceThe eau de parfum is held in a fluted glass bottle that mirrors the decor of the brand’s atelier, and its cap is a nod to its “Sloan” ring.
SourcingDec 02, 2025
Petra Diamonds Elevates Interim CEOs to Permanent StatusVivek Gadodia and Juan Kemp, who’ve been serving as interim co-CEOs since February, will continue to lead the diamond mining company.
MajorsDec 02, 2025
Lee Krombholz Takes Over as Chair of MJSA Education FoundationIn addition, a slate of new officers and trustees were appointed to the board.
SourcingDec 02, 2025
Brendan Laurs Honored With 2025 Bonanno AwardLaurs is the editor-in-chief of Gem-A’s The Journal of Gemmology and an expert on the formation of colored gemstone deposits.
CrimeDec 01, 2025
Fourth Man Charged in Louvre Jewelry HeistThe man, who has a criminal history, is suspected of being the fourth member of the four-man crew that carried out the heist.
AuctionsDec 01, 2025
Christie’s Presents ‘Splendor & Style’ CollectionThe single-owner collection includes one of the largest offerings of Verdura jewels ever to appear at auction, said Christie’s.
IndependentsDec 01, 2025
Lustig Jewelers’ New Owner Is a Fellow Chicago JewelerMichael Helfer has taken the reins, bringing together two historic Chicago jewelry names.
MajorsDec 01, 2025
PGI Debuts Platinum-Filled Holiday Gift GuideThe guide features all-new platinum designs for the holiday season by brands like Harwell Godfrey, Ritani, and Suna.
FinancialsNov 26, 2025
Movado CEO Talks Tariffs, Growing Interest in Accessible Luxury WatchesDuring its Q3 call, CEO Efraim Grinberg discussed the deal to lower tariffs on Swiss-made watches, watch market trends, and more.
TrendsNov 26, 2025
Piece of the Week: Rosior’s Pumpkin RingRosior’s high jewelry cocktail ring with orange sapphires and green diamonds is the perfect Thanksgiving accessory.
IndependentsNov 26, 2025
Greenwich St. Jewelers Launches Colorful Holiday CampaignThe “Embrace Your True Colors” campaign features jewels with a vibrant color palette and poetry by Grammy-nominated artist Aja Monet.
MajorsNov 26, 2025
Serafino Consoli Names New VP of Sales, Brand Development for the AmericasLuxury veteran Alejandro Cuellar has stepped into the role at the Italian fine jewelry brand.
