Majors

Fink’s, Mayors, Breitling Opening New Stores

MajorsFeb 20, 2020

Fink’s, Mayors, Breitling Opening New Stores

The retailers are expanding in 2020, planning store openings across the United States.

20200220_Breitling_Opening.jpg
From left, Westime President Greg Simonian, Breitling ambassador and motocross racer Ken Roczen, surfer Sally Fitzgibbons, skateboarder Ryan Sheckler and Breitling USA President Thierry Prissert at the grand opening of the new Breitling boutique in San Diego (Photo by Phillip Faraone/Getty Images for Breitling)

New York—A few notable retailers are looking to expand in the new decade, planning store openings for the year ahead.

Roanoke, Virginia-based chain Fink’s Jewelers is set to open a new location in Virginia Beach this fall.

The family-owned jeweler is renovating an 8,000-square-foot space in an end-cap space at the Hilltop North Shopping Center.

The new space will give the jeweler room to expand its watch and jewelry offerings, making room to showcase more from its most popular brands, including Rolex, David Yurman, Roberto Coin, Tudor, Breitling, Omega and TAG Heuer.

The showroom will also feature a diamond department, which will focus on engagement rings and wedding bands, and a space for The Sabel Collection, the company’s private-label line of gemstone and diamond fashion jewelry.


A rendering of the new Fink’s location set to open in Virginia Beach, Virginia this fall
“This beautifully renovated store will offer the largest jewelry, timepiece and diamond selection in the area,” said fourth-generation owner Matthew Fink in a press release announcing the opening.

At the same time, the jeweler will close an “underperforming” location at Chesterfield Town Center, a shopping center in the Richmond area, as per a local news report.

Founded in 1930 by Nathan Fink, Fink’s Jewelers has eight locations in Virginia and four in North Carolina.

Farther south, Mayors opened its second location in Georgia on Feb 11.

The new store is in Avalon, a development that is a mix of retail, office and residential in the Atlanta suburb of Alpharetta.


A rendering of the new Mayors store in Alpharetta, Georgia

Mayors is the only watch and jewelry retailer in the community and offers store exclusives from brands such as Ulysse Nardin and Grand Seiko.

The store has a Rolex boutique and a hospitality area, and the brands it carries include Messika, Roberto Coin, TAG Heuer and Rolex sister brand Tudor.

Mayors is in the midst of a brand relaunch following its acquisition by Watches of Switzerland in 2017 and has set a goal of expanding to key cities throughout the United States.

The brand opened a flagship in Merrick Park, Florida in July and a new store in Atlanta in August.

On the West Coast, Breitling opened a new boutique in San Diego, its first in the city.

The store is in Fashion Valley, an open-air shopping center with upscale stores like Tiffany & Co., Prada, Gucci and Louis Vuitton.


The grand opening celebration of the new Breitling boutique

in San Diego was inspired by the culture and vibe of Southern California. (Photo by Phillip Faraone/Getty Images for Breitling)

The store’s grand opening featured Southern California-inspired food and cocktails, a vintage SoCal Surf Woody vehicle, and a skateboard emblazoned with the brand’s logo.

Guests of honor included professional surfer Sally Fitzgibbons, motocross racer and Breitling brand ambassador Ken Roczen, professional skateboarder Ryan Sheckler, Breitling USA President Thierry Prissert and Westime President Greg Simonian.

Looking at the overall industry, the number of jewelry stores in the U.S. was down 3 percent year-over-year in 2019 to 19,578, compared with 20,162 in 2018, according to the Jewelers Board of Trade’s year-end data.

The number of U.S. jewelry stores that closed, merged or declared bankruptcy totaled 717, but that was down 16 percent from 852 in 2018.

Store openings in the U.S., meanwhile, were up 6 percent year-over-year to 193 versus 183 in 2018.
Lenore Fedowis the senior editor, news at National Jeweler, covering the retail beat and the business side of jewelry.
tags:

The Latest

Genna Zimmer Reeds Jewelers
EditorsAug 24, 2026
Q&A: Reeds Jewelers VP Genna Zimmer on 80 Years in Business

The third-generation jeweler shared how the North Carolina retailer is celebrating this milestone and the love story that started it all.

Rio Grande Metalwerx Argentium Silver leaves
Events & AwardsAug 24, 2026
Rio Grande, MetalWerx Host Argentium Silver Workshop

The class, led by renowned metalsmith Cynthia Eid, highlighted Argentium silver as an alternative to gold amid high prices.

Jewelry at JIS Miami
Events & AwardsAug 24, 2026
JIS Miami Opens Fall 2026 Registration

The show is slated for Oct. 16-19 at the Miami Beach Convention Center.

Cover.jpg
Brought to you by
Your Piece Could Be the One Editors Talk About

Submit your pieces for a chance to win in this year's competition.

Francesca Villa Empress Joséphine Necklace
CollectionsAug 24, 2026
Francesca Villa Honors Napoleon, His Empresses In New Capsule

The “Empresses” capsule uses 19th-century medals depicting Napoleon, Joséphine, and Marie-Louise across five one-of-a-kind pieces.

Weekly QuizAug 20, 2026
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Interior of Dick’s Sporting Goods store
SurveysAug 21, 2026
These Are 2026’s Hottest Retailers, Says NRF

The retailers at the top of the list offer affordable products and fun, discovery-fueled experiences.

Daniel Bing
WatchesAug 21, 2026
Bremont Names Former Vacheron Constantin Exec CMO

Daniel Bing was formerly the marketing director for the Americas at Vacheron Constantin.

1872-x-1052-July-ad (1).png
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying Events

Retailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.

Bijules x Kamyen Topspin Tennis Bracelet in Grass Green
CollectionsAug 21, 2026
Bijules, Kamyen Serve Up ‘Topspin’ Tennis Bracelet Ahead of US Open

In our Piece of the Week, the designers reimagine the tennis bracelet with green enamel wrapped around a strand of “Desert Diamonds.”

Graphic for Episode 8 of the My Next Question podcast
PodcastsAug 20, 2026
Episode 8: Diamond Industry Update With David Bonaparte & Ronnie VanderLinden

The industry veterans join the podcast to discuss diamond marketing, the FTC Jewelry Guides, and lobbying for lower tariffs.

Gemstone AI app screenshots
TechnologyAug 20, 2026
A New AI-Powered Gemstone Identification App Is Here

Founder Vik Westermann said the app is a “starting point” to inspire people to work with appraisers and gem labs, not replace them.

Verdura unicorn brooch
AuctionsAug 20, 2026
Storied Unicorn Brooch Up for Auction Gallops to New Home

The Verdura brooch, which belonged to the late Virginia Fortune Ryan Ogilvy, was sold to a private collector in Asia.

Lianna Carter, Lauren Edwards, Thomas Koslowski, Erin Perry, Heran Wang
Events & AwardsAug 20, 2026
MJSA Education Foundation Names 5 Scholarship Winners

The five students were awarded a total of $10,000 through the nonprofit’s 2026 “Future of Jewelry Making” scholarship.

Spinelli Kilcollin Trade-In Bar Program Imagery
Policies & IssuesAug 19, 2026
Spinelli Kilcollin Embraces Dupes With Trade-In Program

The jeweler is encouraging customers who own lookalike rings to come into the store and trade them for credit towards an authentic piece.

Woman wearing Zales jewelry
MajorsAug 19, 2026
Zales Wants You to Wear Fine Jewelry Every Day

The new campaign, “You Are The Occasion,” discourages shoppers from saving their fine jewelry for special occasions only.

Former GJEPC Chairman and second-generation Indian diamantaire Vasant Mehta
SourcingAug 19, 2026
Vasant Mehta, a Dedicated Diamond Industry Leader, Dies at 81

Mehta led India’s GJEPC through the 2008 financial crisis and was respected worldwide for his wisdom, integrity, and knowledge.

Alfredo Colmenero-Martinez and Jarren Frazier
CrimeAug 18, 2026
2 California Men Arrested in Fatal Vehicle Smash Robbery

One is the driver who allegedly crashed a car into a Sacramento jewelry store in April, striking a 71-year-old employee who later died.

The Retail Smiths Principal Partner and National Jeweler columnist Peter Smith
ColumnistsAug 18, 2026
Peter Smith: The IKEA Effect and Bridal Branding

In a new column, Peter Smith posits that people actually enjoy putting together IKEA furniture, and the same is true for engagement rings.

Police car with lights on
CrimeAug 18, 2026
Thieves Snatch $1M in Jewelry From New Jersey Jeweler

9lakha Jewelers in Iselin, New Jersey, was the target of a smash-and-grab robbery on Aug. 8.

Ring Concierge x 818 Tequila Bridal Giveaway
Lab-GrownAug 18, 2026
Ring Concierge, Kendall Jenner’s Tequila Brand Collab on Giveaway

The jeweler has partnered with 818 Tequila to gift lab-grown diamond studs to a bride-to-be and their bridal party.

Louis Comfort Tiffany Poppy lampshade drawing
Events & AwardsAug 17, 2026
Exhibition on Louis Comfort Tiffany’s Studios to Open at The Met

The exhibition will feature more than 100 drawings of stained-glass lampshades, windows, and more, many created by women and émigrés.

Spinelli Kilcollin Inara Ring
CollectionsAug 17, 2026
Marquise Diamonds Dance in Spinelli Kilcollin’s ‘Wren’ Collection

Marquise-cut diamonds in drop charms are the center of the new collection, reflecting the movement of a dancer in modular styles.

Ft. Lauderdale Jewelry, Antique, & Object Show logo
Events & AwardsAug 17, 2026
There’s a New Jewelry Show Coming to Florida

The inaugural Fort Lauderdale Jewelry, Antique, & Object Show will be held from Jan. 28 through Feb. 1, 2027.

Karl Getschel and Bob Yanega of Smyth Jewelers
IndependentsAug 14, 2026
Smyth Jewelers to Open Fourth Location

The family-owned jeweler will open a new showroom in Bel Air, Maryland, this fall.

Stock image of a gavel
CrimeAug 14, 2026
Wife of Man Convicted in Jeweler’s Murder Sentenced for Conspiracy

Amanda Ileana Hernandez is married to Carlos Hernandez, one of two men in prison for the 2024 murder of Michigan jeweler Hussein Murray.

Paul Morelli Wavey Vine Earrings
TrendsAug 14, 2026
Paul Morelli’s Latest ‘Wavey Vine’ Earrings Embrace Color

The reimagined jewel, our Piece of the Week, trades the diamonds in the original 1998 design for blue, pink, yellow, and green sapphires.

Cover.jpg
Supplier BulletinAug 13, 2026
Your Piece Could Be the One Editors Talk About

Sponsored by American Gem Trade Association

×

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