A historic family-owned business in Grand Rapids has completed a major transformation. DeVries Jewelers, a West Michigan institution since 1901, has officially opened its new two-story store at 433 Leonard Street NW, marking an exciting new chapter for the business and for the West Side neighborhood it has called home for over a century.
The new store, which opened in late November and celebrated its official ribbon-cutting on December 11, is more than three times the size of DeVries’ previous location just down the street. The new 6,000-square-foot building offers a sleek, modern retail experience while maintaining a connection to the area’s historic charm.
“We are so excited to welcome customers – both those who have been with us over the decades and those new to DeVries – to our new store that will make jewelry shopping an even more personal experience,” said Dan DeVries at the ribbon-cutting event attended by members of the West Side community, customers, friends, family and media. “Our expanded space with dedicated areas gives us more room to display jewelry, provide repairs, offer additional product lines, and even host special events – all of which makes a better shopping experience for our customers.”
DeVries Jewelers’ new space is designed with a sophisticated blend of old and new. The exterior features brick and high windows that complement the architectural style of other historic buildings in the neighborhood. Inside, customers will find an expanded showroom with vaulted ceilings and a dedicated bridal department showcasing engagement rings and wedding bands. The second floor includes a flexible event space that can accommodate private shopping experiences, trunk shows, and other special occasions. The event space also includes a bar, providing a unique setting for gatherings.
In addition to the expanded space, the new location allows DeVries Jewelers to offer more jewelry lines, including Sloane Street Jewelry, Jennifer Dawes Design, Amden Jewelry, and Yael Design, in addition to the store’s existing offerings. The expanded showroom includes several other new collections and a continued focus on custom design, on-site repairs, and in-house appraisals.
DeVries Jewelers has deep roots in Grand Rapids. Founded by Siebern DeVries in 1901, the store originally offered jewelry, eyeglasses, and repairs. Following Siebern’s untimely death, his wife, Cornelia, took over the business and kept it running throughout the Depression. Their son, Gerald, later took the helm, followed by his son, Dennis, in the late 1980s. In 2008, Dennis’ sons, Dan and Dave, became the current owners, with Dan’s son Paul now serving as the store’s general manager.
This new space is a reflection of the company’s long history of growth and adaptation, as well as its ongoing commitment to the community. DeVries Jewelers has remained a family-owned business for five generations, and its owners continue to play an active role in local organizations, including the West Grand Neighborhood Organization.
“While our new space is a far cry from our previous store, we’re still the same business that our customers know and trust as one of the oldest family-owned jewelers in West Michigan,” said Dave DeVries, co-owner and West Side resident. “And our business home is still on Leonard, where we love being part of the revitalization of the West Side and the Leonard Street business corridor.”
The opening of DeVries Jewelers’ new store coincides with ongoing changes in the Leonard Street area. The former site of Lanning’s Restaurant & Catering is now home to DeVries’ expanded space, and plans are also underway for changes to nearby businesses, including Brann’s Steakhouse, which has announced it will transition to a to-go spot.
DeVries Jewelers’ new store is part of the larger evolution of the West Side neighborhood, which has seen increasing development and revitalization in recent years. The store’s location on Leonard Street places it in the center of that transformation, offering an enhanced shopping experience while preserving the family legacy that has made DeVries Jewelers a staple of the Grand Rapids community for more than 120 years.
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