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For five generations, DeVries Jewelers has been a fixture on its Grand Rapids’ neighborhood business corridor, building a reputation with its craftsmanship, customer relationships, and commitment to the community.
The family-owned business marks its 125th anniversary in 2026, a milestone that reflects the willingness to evolve in a changing retail landscape.
Siebern Gerald DeVries opened the original jewelry store on Leonard Street NW in 1901. Since then, the business has operated continuously through economic downturns, shifts in consumer behavior, and significant changes within the jewelry industry.
“Retail has changed a lot over the years,” said his great-grandson Daniel DeVries, who has spent more than 40 years in the business. “But at the end of the day, it still comes down to people.”
Family heritage
Daniel DeVries joined the family business shortly after high school. He learned the trade alongside his grandfather and his father, Dennis DeVries. His younger brother, David, joined the business about five years later.
The brothers brought different perspectives to the operation, something Daniel says has benefited the business.
“We see things differently, and that’s honestly good for the business,” DeVries said. “You don’t want everyone approaching decisions the same way.”
Sharing responsibilities allowed the brothers to balance the demands of the business with family life. When one needed flexibility to attend a child’s sporting event or family obligation, the other stepped in.
“Retail takes a lot of time and energy,” DeVries said. “Having someone you trust alongside you makes that manageable.”
The business grew to the fifth generation when Daniel’s son, Paul, joined the operation nearly 15 years ago.
“Now with Paul here, it’s great to watch him connect with customers and really enjoy what he’s doing,” DeVries said. “He’s great with people, and that’s a big part of this business.”
Building a new home
In anticipation of its milestone, the company constructed a new building just down the street and relocated late in 2024. Its 6,000 square feet is nearly three times the size of the previous store. Nearly 2,500 square feet is dedicated to the main showroom, while an upstairs area of 2,000 square feet serves as a private event and gathering space.
“It was a big decision,” DeVries said. “When you’ve been in one area that long, change doesn’t come easily. This move has brought new energy to the business and given customers something different.”
The expanded space, a few blocks west of U.S. 131, allows DeVries Jewelers to host events that were previously held off-site. Bridal trunk shows, wedding band events, watch gatherings, and customer appreciation events can now take place within the store.
“We used to do a lot of those events elsewhere because we didn’t have the room,” DeVries said. “Being able to host them here makes the experience more personal.”
Daniel DeVries believes the personal touch remains central to long-term success.
“We like to have fun,” DeVries said. “If you enjoy connecting with people and celebrating their milestones, that attitude shows in everything you do.”
During December alone, the store welcomed more than 350 new customers, with the annual total nearing 4,000. DeVries also attributes steady traffic in part to the store’s repair services, which provide a consistent reason for customers to return.
“We’ve been very fortunate,” he said. “Even when retail conditions are tougher, people continue to come in.”
Blending experience, adaptability
The jewelry industry has experienced notable change over the past 25 years. Rising gold and silver prices have made pricing more challenging, while lab-grown diamonds have altered consumer expectations and buying patterns.
“Lab-grown diamonds are a big shift in the industry,” DeVries said. “They’ve continued to get cheaper, and I think that will eventually bring renewed interest back to natural stones, especially when it comes to bridal jewelry.”
Despite the growth of online shopping, DeVries believes jewelry remains a category where customers prefer to shop in person.
“People still want to see it, touch it, and try it on,” he said. “That gives independent retailers an advantage.”
The new store design supports that belief by focusing on experience as much as product.
“You can choose an engagement ring here and then go upstairs for a glass of champagne,” DeVries said. “That kind of experience makes a difference.”
Since 1984, DeVries Jewelers has been a member of the Michigan Retailers Association. It uses the Association’s merchant processing and group insurance services.
“They’ve been a good resource over the years,” he said. “From their credit card processing to business guidance, it helps to have someone you can reach out to when questions come up.”
As Leonard Street continues to see new investment and development, DeVries Jewelers is committed to being part of the neighborhood that has defined its history.
Daniel DeVries believes the secret to the company’s longevity is a focus on the customer.
“We’re fortunate that each generation has enjoyed the work and enjoyed working with people.”
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