Boston—Family-owned retailer Bellman’s Jewelers, based in Manchester, New Hampshire, has opened a second location.
The new street-level store is located in Boston’s Seaport neighborhood.
It features a sleek, modern interior and private diamond offices that offer an intimate setting for couples designing engagement rings or consultations for custom work.
The showroom features 22 showcases of luxury jewelry pieces from designer brands and the store's private collection.
“We designed this space to feel both luxurious and approachable,” said Chief Operating Officer Alex Bellman.
“Whether you’re here to browse our showcases, create a one-of-a-kind piece, or find the perfect engagement ring, we want every customer to feel comfortable, inspired, and confident in their purchase.”
Bellman has led the Manchester store founded by his father David for the past eight years.
In 2023, he was inducted into Jewelers of America’s annual “20 Under 40 in Jewelry Retail” list, which honors up-and-coming jewelry company owners, managers, and employees.
The retailer has been investing in digital video content for years. David previously ran a YouTube channel called “Gems of Knowledge” and even built a small television studio within the Manchester store building.
During the Covid-19 pandemic, management realized the YouTube channel was heavy on the production side.
So, Bellman began posting on TikTok, something he could do with just a cell phone.
As @TheTruthfulJeweler, he shares educational content about diamonds, custom work, and the jewelry business with more than 51,000 followers.
“TikTok has been the most incredible thing that’s happened to our business,” he said in an interview with National Jeweler.
“We were able to grow without the actual cost of spending for advertising, which allowed me to invest in better, stronger salespeople and better, stronger technology, so I was able to put the money in the right places.”
Bellman's straightforward, educational approach has resonated with customers and fueled “remarkable results,” the store said.
“Within a year, we were shipping rings all over the country,” said Bellman.
Since the TikTok page launched, the store's revenue has increased four to five times, and the team expanded from “just a handful” of employees to more than 20.
The venture has driven growth both locally and nationwide, the retailer said, and ultimately allowed for its expansion.
“When I started posting videos on TikTok, I never imagined it would lead us here,” said Bellman.
“Sharing honest, behind-the-scenes advice about the jewelry industry resonated with people, and that trust has turned into lasting relationships. Opening in Boston’s Seaport is a dream come true and a chance to bring our family business to an entirely new community.”
For more information on Bellman’s, visit the retailer’s website.