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Merrimack, N.H.--A & E Diamond & Gold will close its doors after 25 years as its owner, Fred Alter, is retiring.

Before closing for good, the store at 707 Milford Road will hold a liquidation sale with up to 70% all merchandise.

Alter started his career in jewelry as a stock boy at the Jewelers Building in Boston in 1957. On a busy Saturday and he was called out on the floor to help serve customers. When he outsold both of the owners, he suddenly found himself in sales. Alter opened his first store in New Hampshire in 1972, and established A & E Diamond & Gold at its current location in Merrimack in 1998.

A & E Diamond and Gold has earned a reputation for excellent customer care and enthusiastic involvement in the community. Over the years, the business has supported many local organizations, leading fundraising efforts for the Humane Society and Boys and Girls Club.

“Meeting and doing business with all the wonderful people in the community, that means a great deal to me,” he said. “I’ve run my business with integrity and respect for all I’ve come in contact with and received wonderful support and meaningful memories in return.”