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Braintree, MA--After more than six decades in its South Shore Plaza location, Long's Jewelers is moving to the site of the former Braintree Barnes & Noble bookstore, which was closed on May 22.

[Representative image of new location; courtesy Long’s Jewelers]

"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," company president Craig Rottenberg said in a press release. " We've had a great relationship with South Shore Plaza, Braintree, and beyond."

The release added that the South Shore plaza would remain open for the rest of 2022. The new store is expected to open at the beginning of next year.

Rottenberg said that the new store at 150 Granite St. would be "a beacon for shoppers" coming into Braintree via Route 93. The new location would also allow Rottenberg to create a more personalized experience for people visiting the store. 

"The real driver for us was finding a larger space so that we can offer a different kind of experience," he said, as per the company's press release. "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 release stated that the new location would have a coffee bar and sofa seating for customers to interact with consultants. "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 10,000-feet retail space will allow the space to showcase a wide variety of bridal and fashion jewelry items at all price levels. The establishment also has a spacious parking lot.

Read more in the entire release.