Braintree's Long's Jewelers Moving To Former Barnes & Noble Location

BRAINTREE, MA - Long’s Jewelers is moving from its South Shore Plaza location of more than six decades to the site of the former Braintree Barnes & Noble bookstore, which closed May 22, said company president Craig Rottenberg.

"After nearly 75 wonderful years at the South Shore Plaza, Long’s has decided to move to a location that adds convenience for their existing customers and allows for the opportunity to introduce the family-owned business to new potential patrons," he said." We've had a great relationship with South Shore Plaza, Braintree and beyond."

The South Shore Plaza location will stay open through the remainder of 2022, while the new store is expected to open around the beginning of next year. The company was originally founded in 1868.

Rottenberg said he hoped the new jewelry store at 150 Granite St. would be "a beacon for shoppers as they come into Braintree" via Route 93.

The availability of the location is allowing Rottenberg to fulfil his dream of creating a more personalized experience for shoppers seeking the perfect gem to commemorate a special relationship, particularly in light of the pandemic.

"The real driver for us was finding a larger space so that we can offer a different kind of experience," he said. "We want to provide our expertise in a comfortable, more intimate environment. The new location gives us more room to breathe, so to speak."

The new store will take over half of the former Barnes & Noble location. It will offer a coffee bar and sofa seating where customers can meet with consultants to discuss their needs in a cozier and more stylish setting.

“Long’s Jewelers remains committed to offering an unparalleled jewelry and timepiece shopping experience for our customers," he said. "This atmosphere will be a much different experience from standing over a glass case. At times, a customer wants to be a little more discreet and private.

"The company keeps evolving as customers' needs evolve," he added. "I look at this as approachable luxury. It will offer some privacy as well that isn't available in a traditional jewelry store."

With 10,000 feet of retail space, Long's will be able to showcase "a much larger array of bridal and fashion jewelry" at all price levels. It also will have a spacious parking lot.

Rottenberg described Long's as "an absolutely sentimental business," both because it has been in his family for 30 years and because it serves to help people celebrate customers' important life occasions. He noted that more people are seeking engagement and wedding rings now because COVID-19 created strong bonds between couples.

"A lot of couples became closer while they were isolated together during the pandemic," he said, noting the uptick in jewelry sales. "There has been an outpouring of sentimentality now that we are emerging from these strange few years of COVID turmoil."

He added that the store will continue to offer the award-winning custom design and repair services for which Long’s is known and feature a range of products from both Long’s curated collections and a variety of brand partners, including Rolex, David Yurman, Tudor and Mikimoto.

Long’s is a proud member of the American Gem Society, Jewelers of America, Jewelers for Children, the official award supplier of the Boston Marathon, and an avid supporter of local charities including the Dana-Farber Jimmy Fund. For more information about its Massachusetts locations, visit www.longsjewelers.com