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

Jake Gyllenhaal as Bulgari Brand Ambassador
TrendsMar 09, 2026
Jake Gyllenhaal Is Bulgari’s Latest Ambassador

Bulgari named Gyllenhaal as its brand ambassador for his embodiment of artistic depth, intellectual curiosity, and warmth.

TJS scholarship winners 2026
Events & AwardsMar 09, 2026
TJS Announces 2026 Scholarship Winners

Awards were given to four students, one apprentice, and an emerging jeweler.

Model wearing diamond necklace and ring
AuctionsMar 09, 2026
Joanna Carson’s Jewels Lead White-Glove Sale

The top jewelry lot of the late model’s estate sale, hosted by John Moran Auctioneers, was an Oscar Heyman & Brothers for Cartier necklace.

TopImageCrop.jpg
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.

Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.

Tom Moses
GradingMar 06, 2026
Tom Moses Leaving GIA After Nearly 50 Years

Moses, who started at GIA’s Santa Monica lab in 1976, will leave the Gemological Institute of America in May.

Weekly QuizMar 05, 2026
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Charles & Colvard showroom in Morrisville, North Carolina
Lab-GrownMar 06, 2026
Charles & Colvard Files for Bankruptcy, Citing Price Pressures

Increased competition, falling lab-grown diamond and moissanite prices, and the rising cost of gold took a toll on the moissanite maker.

Zome Solara Earrings
CollectionsMar 06, 2026
Zome’s ‘Solara’ Earrings Embody Celestial Beauty

The earrings, our Piece of the Week, feature pink tourmalines as planets orbiting around an aquamarine center set in 18-karat rose gold.

dca-laptop.jpg
Brought to you by
DCA Enters a New Chapter in Jewelry Education

With refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.

Stock image of shipping containers
Policies & IssuesMar 05, 2026
Tariffs to Increase to 15% This Week, Treasury Secretary Says

Also, a federal judge has ordered that companies that paid tariffs implemented under the IEEPA are entitled to refunds.

Common Era Difficult Women Pandora Pendant, Anne Boleyn Signet Ring, Cleopatra Pendant
CollectionsMar 05, 2026
Common Era Honors ‘Difficult Women’ in Collection

The ever-growing collection, which just expanded with the addition of Olga of Kyiv, features cameos of 12 women from history.

Diamond engagement rings by designer Lorraine West
TrendsMar 05, 2026
Engagement Ring Trends 2026: What’s In, and Why

We asked a jewelry historian, designer, bridal director, and wedding expert what’s trending in engagement rings. Here’s what they said.

American Gem Society Conclave 2026 Orlando logo
Events & AwardsMar 05, 2026
AGS Announces Conclave 2026 Speaker Lineup

The annual event will be held in Orlando, Florida, from Sept. 14-17.

Caitríona Balfe on Only Natural Diamonds Spring 2026 Issue Cover
TrendsMar 05, 2026
Caitríona Balfe Fronts Only Natural Diamonds Cover

The “Outlander” star modeled for the digital cover of the magazine’s spring issue, which features a story on her relationship with jewelry.

Michael M Beverly Hills Flagship Interior Rendering
MajorsMar 04, 2026
Michael M Opens First Store

Beverly Hills was chosen as the location for the brand’s first store, designed as a “private residence for modern monarchs.”

Dubai mall
Policies & IssuesMar 04, 2026
Luxury Brands Temporarily Shutter Middle East Stores

Kering, Apple, and other retailers have reportedly temporarily closed stores in the Middle East region in light of the recent conflicts.

Brilliant Earth Beverly Hills showroom
EditorsMar 04, 2026
Q&A: Brilliant Earth’s CEO on the New Beverly Hills Store

Beth Gerstein discusses the vibe of the new store, what customers want when fine jewelry shopping today, and the details of “Date Night.”

JIS Miami Spring 2026
Events & AwardsMar 04, 2026
JIS Miami Spring Show to Feature New Gifts Pavilion, Pop-Up Trends Talks

Nearly half of buyers are prioritizing silver and fashion collections this season, organizers said.

Spinelli Kilcollin Live Now. Polish Later. Campaign
TrendsMar 04, 2026
Spinelli Kilcollin Rides Free In Year of the Horse Campaign

The “Live Now. Polish Later.” campaign features equestrians wearing the brand’s jewels while galloping across the icy plains of Kazakhstan.

Jennifer Ashworth
MajorsMar 04, 2026
LeachGarner Names New Brand Director

The precious metals provider has promoted Jennifer Ashworth to the role.

Johnny Nelson Wins David Yurman Gem Award Grant Graphic
Events & AwardsMar 03, 2026
Johnny Nelson Wins David Yurman Gem Awards Grant

Nelson will be honored as the inaugural grant winner at the Gem Awards gala on March 13.

New Forevermark store in India
SourcingMar 03, 2026
7 Trends That Could Define the Diamond Industry’s Future

Experts from India weigh in the politics, policies, and market dynamics for diamantaires to monitor in 2026 and beyond.

Gannon & Scott and Metalor Technologies employees
MajorsMar 03, 2026
Swiss Refiner Completes Acquisition of Gannon & Scott

The American precious metals refiner’s day-to-day operations remain the same post-acquisition.

Isabel Delgado aquamarine earrings
TrendsMar 03, 2026
Amanda’s Style File: Aquatopia

These aquamarine jewels channel the calming energy of the March birthstone.

AGTA Innovative Design Award
Events & AwardsMar 03, 2026
AGTA Adds Another New Category for Spectrum

The “Innovative Design” category and award will debut in the Spectrum division of this year’s AGTA Spectrum & Cutting Edge Awards.

Nena Mensah and Sofia Carson at 2026 Actor Awards
EditorsMar 02, 2026
Jewelry at the Actor Awards: Reimagining Hollywood Glamour

Diamond jewelry was the star of the event formerly known as the SAG Awards.

Person pushing a shopping cart
SurveysMar 02, 2026
Consumer Confidence Edges Up in February

Consumers were somewhat less worried about the future, though concerns about rising prices and politics remained.

Rebecca Foerster
Events & AwardsMar 02, 2026
JVC to Honor Rebecca Foerster at Annual Luncheon

Foerster is this year’s Stanley Schechter Award recipient.

×

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