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Weston Jewelers Heads to Fort Lauderdale
The family-owned jeweler will open its fourth store in Florida in late 2027.
A rendering of the new Weston Jewelers store slated to open in late 2027 in downtown Fort Lauderdale, Florida
Weston, Fla.—Weston Jewelers is opening a new location in downtown Fort Lauderdale, Florida.
Set to open in late 2027, it will be the family-owned jewelers’ fourth location.
It currently operates two Weston Jewelers locations in South Florida as well as a Hublot boutique.
In an interview with National Jeweler, Weston Jewelers CEO Ed Dikes and Marketing Manager Danni Dikes spoke about the decision to open a new location and what customers can expect there.
This new flagship store will bring the jeweler to the east side of the state, located on 1117 East Las Olas Boulevard.
“We realized the east side of town was the place to be now,” said Ed, noting the area’s need for a luxury jeweler.
Weston Jewelers is an official Rolex retailer, and the brand also wanted the jeweler to create a new venue in a new area, said Ed.
Danni, who is also the daughter of co-founders Ed and Tracey Dikes, added “We definitely saw it as a location opportunity because so many of our clients live in that area and travel west for us, and we’re seeing many of them start to move eastward as well.”
The store will give the retailer the opportunity to meet longtime customers where they are and invite new ones as well, she said.
The five-story location will measure nearly 41,000 square feet, with at least three floors of retail space and a rooftop cafe.
The new store is still in the planning phase, but the retailer has big ideas for the space and is excited about what it can offer its customers.
“That’s why we started off with just a few floors, and we ended up with five,” said Ed.
The first floor will house watch and jewelry brands and the second floor will be dedicated to jewelry with space for a champagne bar.
The third floor will have a service area, staffed with bench jewelers and up to six watchmakers, as well as a whiskey bar.
“We’re excited about our customers having an incredible experience,” said Ed. “Today, it’s all about the experience.”
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Set to open in late 2027, it will be the family-owned jewelers’ fourth location.
It currently operates two Weston Jewelers locations in South Florida as well as a Hublot boutique.
In an interview with National Jeweler, Weston Jewelers CEO Ed Dikes and Marketing Manager Danni Dikes spoke about the decision to open a new location and what customers can expect there.
This new flagship store will bring the jeweler to the east side of the state, located on 1117 East Las Olas Boulevard.
“We realized the east side of town was the place to be now,” said Ed, noting the area’s need for a luxury jeweler.
Weston Jewelers is an official Rolex retailer, and the brand also wanted the jeweler to create a new venue in a new area, said Ed.
Danni, who is also the daughter of co-founders Ed and Tracey Dikes, added “We definitely saw it as a location opportunity because so many of our clients live in that area and travel west for us, and we’re seeing many of them start to move eastward as well.”
The store will give the retailer the opportunity to meet longtime customers where they are and invite new ones as well, she said.
The five-story location will measure nearly 41,000 square feet, with at least three floors of retail space and a rooftop cafe.
The new store is still in the planning phase, but the retailer has big ideas for the space and is excited about what it can offer its customers.
“That’s why we started off with just a few floors, and we ended up with five,” said Ed.
The first floor will house watch and jewelry brands and the second floor will be dedicated to jewelry with space for a champagne bar.
The third floor will have a service area, staffed with bench jewelers and up to six watchmakers, as well as a whiskey bar.
“We’re excited about our customers having an incredible experience,” said Ed. “Today, it’s all about the experience.”
The design will reflect Weston Jewelers’ signature aesthetic of sophistication, warmth, and hospitality, said the retailer.
Switzerland-based Obrist is in charge of the interior design aspects alongside its partner Studio Tonic, while Miami-based architectural firm Arquitectonica will design the exterior.
“Right now, [we’re] going through and deciding how we want every floor to feel, what we want to be able to evoke,” said Danni. Each floor will have a different vibe.
There will also be a dedicated bridal studio and a service center. Customers can stop in for private consultations and custom design offerings.
Weston Jewelers will also offer certified pre-owned Rolex watches and Rolex repair services.
The retailer stocks well-known designer brands like Rolex, Cartier, Tudor, Omega, Chopard, and Roberto Coin. The new location plans to offer a selection of jewelry from independent designers as well.
The Dikes family behind Weston Jewelers includes, from left, Jesse Dikes, Danni Dikes, Tracey Dikes, and Ed Dikes.
Weston Jewelers has been in business for nearly 25 years.
Ed and Tracey opened their first store in 2001 in Weston Town Center in Weston, Florida.
Ed grew up in the jewelry business, according to the retailer’s website, working alongside his father in Long Island, New York, and then in Miami, before starting his own business with his wife, Tracey.
In 2019, the pair then expanded to a second location at the Shoppes in The Guitar Hotel at the Seminole Hard Rock Hotel and Casino in Davie, Florida.
The retailer later opened a Hublot boutique in the same shopping center in 2022.
The next generation is a big part of the family business. Their son, Jesse Dikes, manages the Hard Rock locations, while Danni guides the stores’ marketing strategy.
“We feel so fortunate to share significant milestones in our clients’ lives, from engagements to anniversaries, while watching generations of families grow with us,” said Tracey, president and co-founder, in a statement.
“We cannot wait to welcome both long-term clients and new visitors to experience Weston Jewelers on Las Olas.”
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