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Easthampton, MA--In the upcoming months, Union Street in Easthampton will sparkle a little brighter, thanks to James Murning III's Aurora Jewelers. Murning, having dedicated over a decade and a half to the jewelry industry, is finally realizing his dream of owning a jewelry store.

[Image via Aurora Jewelers/Facebook]

According to a report published in The Reminder, after an earlier business venture did not pan out, Murning decided it was time to carve his own niche in the jewelry market. His store, scheduled for a fall launch, will showcase jewelry from artisan designers across the globe while also featuring exclusive collections from New England's designers. In addition to this, the store will be a hub for custom designs and upgraded jewelry items.

The report highlighted that catering to many jewelry needs, whether for weddings, anniversaries, or personalized designs, Murning aspires to create an ambiance where exquisite craftsmanship is complemented by ingenuity. He aims to offer an extensive range of high-end jewelry and timepieces, ensuring meticulous attention to detail – a principle he will uphold in his business operations.

But Murning emphasizes in the report that Aurora Jewelers isn't just about what's on display. It's about the experience, the dedication to find or craft that perfect piece and the extensive services like repair work, watch battery replacement and appraisals that customers will receive.

Per the report, the store's name, Aurora, was inspired by the magical sight of the aurora borealis that Murning witnessed during his honeymoon in Iceland. Naming his store after this unforgettable experience was a nod to realizing his dream.

“Easthampton is the place to be,” said Murning, per the report. “We love supporting the small businesses and restaurants in Easthampton ourselves, so my desire to join this blossoming community feels like a natural choice.”

Though the store is still in its renovation phase and awaits an official opening date, the support and warm welcome Murning has received from the community, and fellow businesses in Easthampton affirm his choice of location. With a tentative launch in early November, Aurora Jewelers at 106 Union St. eyes becoming a valuable addition to Easthampton's retail landscape.

Learn more in the entire The Reminder report.