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Long’s Jewelers Unveils New Braintree Emporium September 18, 2023 (0 comments)

Braintree, MA--Long’s Jewelers is relocating from their long-standing spot in South Shore Plaza to an 11,000-square-foot establishment on Granite Street, Braintree.

[Representative image via Long's Jewelers]

Occupying the former Barnes & Noble building, the new locale represents a significant evolution in the South Shore's luxury retail scene.

According to a report published in Boston Magazine, this isn’t a replication of the quaint jewelry shops of yesteryear. Standing tall where the Best of Boston 2023 winner's previous South Shore Plaza store once did, the latest Long’s venture is an architectural wonder, highlighted by twin glass towers gracing the front and side of the structure.

This design, in the words of Long’s president Craig Rottenberg, transforms the edifice into a “beacon of light and activity."

With offerings from renowned brands like Rolex, David Yurman, Mikimoto, Tudor, and Grand Seiko, this establishment is positioned to become the most coveted in Long’s expansive portfolio.

Delving deeper into the rationale behind this bold move, Rottenberg conveyed a blend of strategic foresight and zeal. “We had long since outgrown that mall, and we wanted a larger freestanding location where we can better deliver an amazing luxury experience,” Rottenberg said, per the report. “Our new store is right off the highway, so it is perfectly convenient for our customers—and it will be full of surprises.” 

Indeed, their word carries weight with the Rottenberg lineage steering Long’s through 145 years and presiding over its expansion to six locations across Massachusetts and New Hampshire in the last 30 years.

The report noted that their ambitions extend beyond precious gemstones. Delving deeper into horological wonders, they're set to unveil a dedicated Patek Philippe showroom occupying an entire floor at a forthcoming Long’s Jewelers on Newbury Street.

Learn more in the entire Boston Magazine report.