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

Penny Preville Anniversary Bangles and Penny Preville
CollectionsJul 10, 2025
Penny Preville Celebrates 5 Decades of Jewelry Design

The brand is marking its 50th anniversary with a limited-edition bangle, high jewelry suites, new collections, and more.

Exterior shot of Alvin Goldfarb Jeweler in Bellevue, Washington
IndependentsJul 10, 2025
Steven Goldfarb to Retire, Close Alvin Goldfarb Jeweler

Goldfarb said changes in the industry, coupled with his age and the updates needed to modernize his business, drove his decision.

A calligraphy sculptural ring made in 18-karat Fairtrade gold (Photo by: Jamie Trounce)
Events & AwardsJul 10, 2025
IAC Gold and Diamond Conference Returns to NYC

Central topics of next week’s event include climate action, labor rights, artisan preservation, and value retention in producing countries.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Mikimoto The Bows high jewelry necklace
SurveysJul 09, 2025
Jewelry Stays Strong as Luxury Market Slows, Bain & Co. Says

Turbulence will be the new baseline for luxury as it faces its biggest potential setbacks in 15 years, a recent report said.

Weekly QuizJul 10, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
James Avery Texas charm
Policies & IssuesJul 09, 2025
James Avery to Donate $1M to Texas Hill Country Relief Efforts

The jewelry company is one of several contributing to relief efforts in the region after the recent floods.

1 NJ-Supplier-Bulletin-Snake-One.jpg
Supplier BulletinJul 09, 2025
JCK Unwrapped: Trends, Insights & Post-Show Tips

Sponsored by Rio Grande Jewelry Supply

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Cece Jewellery For the Love of Fruits Pendants
CollectionsJul 09, 2025
Cece Jewellery’s New Fruit Jewels Celebrate Life’s Sweetness

The “For the Love of Fruits” collection features five fruit pendants, each holding a different meaning.

Graphic showing images from National Jeweler’s top 5 stories 2025
EditorsJul 09, 2025
The Most-Read Stories of 2025, So Far

Diamonds and crimes (some involving diamonds) top the list of National Jeweler’s most popular stories halfway through the year.

 The Dash Diamond Crater of Diamonds State Park
SourcingJul 09, 2025
Florida Couple Finds 3-Carat Diamond in Arkansas

They discovered “The Dash Diamond,” named for their dog, at the Crater of Diamonds State Park earlier this month.

Mikimoto Les Pétales Campaign Imagery and Les Pétales Necklace
CollectionsJul 08, 2025
Mikimoto’s High Jewelry Collection Turns Pearls into Petals

The “Les Pétales” collection imagines roses caught mid-bloom as a tribute to nature’s beauty.

National Jeweler columnist and jewelry sales expert Peter Smith
ColumnistsJul 08, 2025
Peter Smith: Why Jewelers Struggle With Premium Pricing

Luxury brands charge thousands for their shoes and handbags. Jewelers pricing diamond products should take note, Peter Smith writes.

David Rotenberg of David Craig Jewelers
IndependentsJul 08, 2025
David Rotenberg of David Craig Jewelers Dies at 79

Rotenberg was an active member of the American Gem Society and an accomplished appraiser who also worked with therapy dogs at a hospital.

Diamond Divas Cast
TechnologyJul 08, 2025
‘Diamond Divas’ Brings the Showroom to Social Media Reality Series

It follows New York-based brand Shahla Karimi Jewelry’s all-women team in “Say Yes to the Dress” meets “The Office”-style episodes.

SMO Golden Gala
Policies & IssuesJul 08, 2025
SMO Gold Launches New Foundation

In its inaugural year, the SMO Foundation will focus on supporting two organizations in West Africa and one in South America.

Stock image of container ship in port
Policies & IssuesJul 07, 2025
Higher Tariffs Set to Take Effect Aug. 1, Officials Say

The announcement comes just as the 90-day freeze on the “reciprocal” tariffs nears its end, giving countries more time to negotiate.

David Kellie
SourcingJul 07, 2025
Natural Diamond Council CEO David Kellie To Step Down

Kellie, who joined the organization in 2019, will remain in his role through the end of 2025.

Suspects in Glendale burglary
CrimeJul 07, 2025
7 Suspects Charged in California Jewelry Store Burglary

Police officers apprehended the suspects as they were allegedly attempting to gain entry into another jewelry store.

Ella Klein Internship
Events & AwardsJul 07, 2025
Applications Open for Ella Klein Internship

The program, a collaboration between Julius Klein Diamonds and the Women’s Jewelry Association, is in its second year.

GIA iD100® Technology
Supplier BulletinJul 03, 2025
Protect Your Customers and Your Business

Sponsored by the Gemological Institute of America

Madison Keys in Brilliant Earth campaign
MajorsJul 03, 2025
Brilliant Earth Names Tennis Star Madison Keys as Its New Ambassador

The 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.

Muse Nordstrom shop-in-shop
MajorsJul 03, 2025
Muse Sets Up Shop in Nordstrom’s New Jewelry Hall

The West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.

Shree Ramkrishna Exports
SourcingJul 03, 2025
SRK Announces Its Natural Diamonds Are Now Carbon-Negative

This past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.

Yeprem Golden Strada Statement Necklace
CollectionsJul 03, 2025
Piece of the Week: A Firework of Diamonds From Yeprem

The brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.

Stock image of police cars with their lights on
CrimeJul 03, 2025
JSA Shares Holiday Weekend Security Tips Amid Spike in Burglaries

JSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.

Exterior and entryway of Boucheron’s Los Angeles Flagship
MajorsJul 02, 2025
Boucheron Looks to LA for First West Coast Flagship

Located on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.

×

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