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
TrendsOct 03, 2025
Selena Gomez, Benny Blanco Tie the Knot Wearing Diamonds, White MetalsGomez’s jewelry included Tiffany & Co. drop-style earrings while Blanco stacked diamonds from Jacob & Co. on his wrist.
GradingOct 03, 2025
Grading Lab HRD Antwerp Names New CEODiamond industry banking veteran Paul De Wachter will take on the role in January 2026.
TrendsOct 03, 2025
Piece of the Week: Kallati’s Pink Sapphire RingTaylor Swift flaunts an Elizabeth Taylor-esque gemstone in promo for her new album, “The Life of a Showgirl.”
CollectionsOct 02, 2025
Boucheron Debuts Cuffs Crafted With 3D-Printed SandIts “Quantre Sand” capsule was made using a 3D sand printing technique borrowed from the automotive and aeronautics industries.
Weekly QuizOct 02, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeOct 02, 2025
$1M in Jewelry Stolen in Northern California Smash and Grab Four individuals have been charged in the “takeover-style” robbery of Heller Jewelers last month, and additional charges are expected.
MajorsOct 02, 2025
Neil Lane Jewelry Exhibition Coming to Toledo Museum of Art“Radiance and Reverie” will showcase more than 150 jewels from Lane’s personal collection by Tiffany & Co., Cartier, and more.
Brought to you by
reDollar.com Is Rolling Out the Next Level Jewelry, Diamond & Watch Consignment ProgramWith their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.
TrendsOct 02, 2025
Amanda’s Style File: October’s Colorful ShowThe month’s birthstones, tourmaline and opal, complement the palette of autumn.
ColumnistsOct 01, 2025
Peter Smith: Why Vendor Success Starts With Self-ReflectionSmith shares the importance of looking at your company with openness and honesty to identify opportunities you may be missing.
EditorsOct 01, 2025
Playing Favorites: The Best Jewelry From VicenzaoroAssociate Editor Natalie Francisco visited Italy to spot jewelry trends at the September Vicenzaoro show and share her top finds.
SurveysOct 01, 2025
Consumer Confidence Hits 5-Month Low in September Respondents were concerned about job availability and rising prices.
SourcingOct 01, 2025
Gemfields’ H1 Revenue Falls 47%Its latest interim financials revealed a challenging first half due in part to production troubles at its mines.
MajorsSep 30, 2025
Pandora CEO to Retire in 2026, Hand Reins to CMO Alexander Lacik has led Pandora since 2019. Berta de Pablos-Barbier will succeed him, the first woman to head the company.
CrimeSep 30, 2025
2 Suspects Charged in $300K Sleight-of-Hand Jewelry Store ScamTwo men allegedly used counterfeit bills to purchase luxury watches and jewelry from a North Carolina jeweler.
CollectionsSep 30, 2025
Billie Eilish, Finneas Partner with John HardyThe “Lovestruck” collection, designed with the Academy and Grammy award-winning siblings, is the brand’s first lab-grown diamond offering.
TrendsSep 29, 2025
Amanda’s Style File: Ear FocusMove over neck mess, the ear story is the way to make a layering statement today.
IndependentsSep 29, 2025
Mark Henry Jewelry to Debut in CanadaThe New York-based brand is set to launch a limited-time offering for the holiday season at Holt Renfrew in Toronto.
MajorsSep 29, 2025
Overnight Releases New Bridal CatalogThe “Volume 7” bridal catalog features best-selling engagement rings, trending styles, and a new section highlighting anniversary bands.
SurveysSep 26, 2025
Online Shopping, Influencers to Drive Holiday Spending, Mastercard SaysHoliday sales growth is expected to slow as consumers grapple with inflation and tariff-related uncertainty.
Events & AwardsSep 26, 2025
Winners of Austin Jewelry Design Contest Announced Jamie Turner Designs is among the winners of the local “Austin Shines” contest, hosted by Eliza Page, a jewelry store in Austin, Texas.
TrendsSep 26, 2025
Piece of the Week: Kwit Jewelry’s Square Signet Pinky RingThe red and azure colorway is one of many fun enamel pairings offered, bringing whimsy to the classic style of a monogramed signet ring.
Policies & IssuesSep 25, 2025
JA CEO Provides Tariff Update Following Annual Fly-InA trade deal with Switzerland seems probable, but reaching an agreement with India remains a challenge, David Bonaparte said.
SourcingSep 25, 2025
2 African Countries Aim to Take Stake in De Beers Botswana’s president said his country wants a controlling share, while Angola envisions multiple countries holding minority stakes.
Lab-GrownSep 25, 2025
Kira Jewels Expands Lab-Grown Diamond ProductionThe manufacturer is adding 1,400 chemical vapor deposition (CVD) reactors to its growing facility in India.
IndependentsSep 25, 2025
Alex Moss’ New Flagship Brings Bold Jewels to SoHoThe jeweler to the stars has worked with Drake, A$AP Rocky, Tyler the Creator, and other celebrities.
WatchesSep 25, 2025
Wilson & Son Jewelers Donates to the Horological Society of New YorkThe Scarsdale, New York-based jeweler donated a professional-grade watch cleaning machine.
