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.
Editors' Picks
Sponsored by
More on Independents
The Latest
AuctionsJun 18, 2026
Paraíba Tourmalines Sell for $3.4M at Sotheby'sThe recent high jewelry auction, which also featured the sale of a 10-carat blue diamond, was “a celebration of color.”
CollectionsJun 18, 2026
Michelle Obama Wears Almasika Earrings Symbolizing Feminine PowerShe wore the “Le Cauri Endiamanté” earrings, our Piece of the Week, in the Obamas’ first dual portrait for the Obama Presidential Center.
PodcastsJun 17, 2026
Episode 6: Las Vegas 2026-Trends, Traffic, Broken BathroomsCouture’s Michelle Orman joins Amanda Gizzi and Michelle Graff for this special post-Market Week episode of My Next Question.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
GradingJun 17, 2026
SSEF Issues Warning on Refilled EmeraldsThe lab is seeing emeralds with filler added post-testing enter the market, accompanied by reports that indicate little to no treatment.
Weekly QuizJun 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesJun 17, 2026
Patek Philippe’s ‘Visionary’ Leader Philippe Stern Dies at 88 The third generation of the Stern family to head Patek Philippe, he navigated the “quartz crisis” and preserved the brand’s independence.
MajorsJun 17, 2026
James Avery to Revamp In-Store Retail ExperienceThe Texas-based jeweler is gradually rolling out a new experience-forward layout in its stores.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
MajorsJun 17, 2026
Seahawks’ Super Bowl Ring Blends Meaningful Design, Technical CraftsmanshipThe Super Bowl LX champions were honored with diamond and blue sapphire rings by Jason of Beverly Hills.
Policies & IssuesJun 17, 2026
Community for Ethical Jewelry Names New Executive DirectorMarianna Smirnova previously spent a decade working with the Responsible Minerals Initiative, in addition to other relevant roles.
MajorsJun 16, 2026
5 Things to Know About the 2026 NBA Championship TrophyThe New York Knicks took home the Larry O'Brien Trophy crafted by Tiffany & Co.
TrendsJun 16, 2026
Post-Vegas Jewelry Trend Report: Big Beads, Western Flair, White MetalsAssociate Editor Natalie Francisco lists the trends she spotted during Jewelry Market Week that will dominate the second half of 2026.
SourcingJun 16, 2026
GemGuide Updates Ruby PricesIts app now reflects increased prices for Mozambique ruby, as well as changes to its Burma ruby charts.
MajorsJun 16, 2026
Sasha Primak Hires New Design DirectorThe manufacturer has tapped Alicia Arnold, the former director of custom design at Tiny Jewel Box.
WatchesJun 15, 2026
G-Shock, Coca-Cola Partner on Bottle-Inspired WatchThe special-edition piece marks the 140th anniversary of the iconic beverage brand.
TrendsJun 15, 2026
Amanda’s Style File: Tiny Charms Are TrendingHere are 13 small charms to inspire your layered looks this summer.
AuctionsJun 12, 2026
16th-Century ‘Hogback’ Diamond Ring Going Up for Auction in LondonFound by a metal detectorist, the ring likely belonged to a wealthy, possibly royal, owner, said Noonans.
CollectionsJun 12, 2026
Chouette Designs To Launch Collection Celebrating All Types of LoveOur Pride Month Piece of the Week, the “Margaux” ring, is part of the wife-and-wife team’s new “Lovestoned” collection.
Events & AwardsJun 12, 2026
CBG Announces Plans for Phoenix ShowThe group has named the keynote speaker and announced a new pavilion for its next event, which is slated for September.
EditorsJun 11, 2026
This Was the Best Animal Jewelry in Las Vegas From lions and hippos to snails and fish, Senior Editor Lenore Fedow wrangles her picks for cutest jewelry critters in Las Vegas.
SourcingJun 11, 2026
Grandview Klein, London Jewelers Partner To Cut 63-Carat RoughThe big stone will be fashioned into a 20.26-carat diamond in celebration of the retailer’s 100th anniversary this year.
MajorsJun 11, 2026
Former Cartier Creative Director To Head Chanel’s Jewelry Creation StudioMarie-Laure Cérède will join Chanel as the new director of its jewelry creation studio, starting in October.
Lab-GrownJun 11, 2026
Smiling Rocks’ ‘Wish Jar’ Generates 100+ Wishes in Las Vegas At the JCK show, the lab-grown diamond brand teamed up with Jewelers for Children to support Make-A-Wish India.
SourcingJun 11, 2026
Signet Jewelers Exec Joins Diamonds Do Good BoardIlana McCabe is Signet’s vice president of public relations and brand communications.
AuctionsJun 10, 2026
31.62-Carat ‘Azure Blue’ Diamond Sells For $8M+ at Christie’sIt was a banner day for blue gemstones, with another blue diamond topping $8 million and a 41-carat sapphire going for $2.3 million.
MajorsJun 10, 2026
Saks Global Receives Bankruptcy Court Approval for ReorganizationThe approval means the retailer is on track to exit bankruptcy proceedings this summer.
CrimeJun 10, 2026
2 Suspects Arrested in Texas Jewelry Store RobberyThe men are believed to be part of the group of several masked suspects that robbed Marc Robinson Jewelers in April.
