Diamond Tower, East Ridge’s jewelry store, has moved to 1465 Mack Smith Road across the street from the Cracker Barrel.
Diamond Tower, the full-service jewelry store that has been serving East Ridge for 13 years, recently moved to a new location on the eastern end of Ringgold Road.
Byron Brooks, the proprietor of Diamond Tower, said that he moved his shop to 1465 Mack Smith Road, across the street from Cracker Barrel, to make shopping there more convenient for his long-time customers and perhaps attract new ones.
“There is just a lot more happening on this end of town,” Brooks said after helping two loyal customers who needed their rings cleaned and watch batteries replaced. “I anticipate getting more foot traffic from the motel down the street and perhaps some people who might stop by after eating at the Cracker Barrel.”
Brooks closed the existing store in the 3800 block of Ringgold Road during the last week of December, he said. The idea was to get the new space prepared for his extensive inventory and be ready to open in the new location by Jan. 2. Of course, he said, there were the unexpected delays in dealing with build out of the interior of the new store.
“I’m really hoping that once people catch their breaths from the holidays they will be ready for Valentine’s Day,” Brooks said.
A customer at Diamond Tower slips on one of the many lovely rings offered at the store.
Brooks knows a thing or two about the retail jewelry business. He cut his teeth in the business by working for one of Chattanooga’s premier jewelry stores – Rone Regency – for 15 years. He left to go with Sterling, the parent company of among other stores Zales, Kay, and Jared, for two years, then went on to Service Merchandise for a decade.
Thirteen years ago he signed on with Diamond Tower, originally located on the north side of Ringgold Road in what was once a Pioneer Bank branch. When the owner decided to move on, Brooks assumed control of Diamond Tower and moved it to the former location in the Osborne Shopping Center, the state’s oldest shopping mall.
Brooks said he agonized about moving the business. On the one hand, the old location on Ringgold Road was losing businesses and the store was not doing the volume of business that he desired. On the other hand, by moving he could take the risk of some longtime customers losing touch with Diamond Tower in the shuffle.
“I think this move is really going to be a ‘win-win,'” Brooks said. “I hope to not only keep my loyal customers but grow the business by being in a location that is thriving.”
Diamond Tower is a full-service jewelry store providing jewelry and watch repair, appraisals and custom design work. A large inventory of rings, bracelets, necklaces for both men and woman are available. Diamond Tower has the additional advantage of being able to help customers acquire a huge variety of jewelry that may not be in stock, through its network of online and catalog vendors.
Store hours will stay consistent as before, Brooks said. Diamond Tower is open 10 a.m. to 6 p.m. Tuesday through Friday. On Saturday’s the hours are 10 a.m. to 2 p.m. The Diamond Tower is closed on Sundays and Mondays.
