Daniel’s Jewelers, a family-operated specialty jeweler with more than 100 stores across California, Arizona, Texas, Nevada and New Mexico, as well as an e-commerce site, announced that it will expand into the Miami market in 2023. The company has signed letters of intent to lease three mall locations in the city and plans to open additional stores in Florida and Georgia later next year.
“Miami has long been on our radar as an ideal expansion area for Daniel’s Jewelers,” said David Sherwood, CEO, Daniel’s Jewelers. “We have three generations of experience in helping families commemorate special occasions in their lives, and more than 50% of our jewelry customers are Hispanic. Miami is home to a population that’s overwhelmingly Hispanic or Latino, and we very much look forward to becoming an integral part of the community there.”
Since its founding in 1948, Daniel’s Jewelers has developed special expertise in serving the unique cultural and financial preferences of Hispanic consumers, a 62 million-strong demographic that accounts for 19% of the U.S. population, the company observed. That focus on this market is now enabling the company to expand into new locations such as Florida.
Daniel’s Jewelers fosters long-term customer relationships and meets Hispanic families’ needs by offering a kid-friendly in-store experience, an extensive selection that includes baby jewelry and religious jewelry for every occasion, and convenient services such as ear piercing and complimentary ring cleaning. The company offers personalized credit options, working with individuals to customize financing regardless of their credit history, and nearly a quarter of Daniel’s Jewelers’ customers are able to establish a good credit history for the first time when purchasing with the company. In addition, the jeweler offers a lifetime trade-in program that lets shoppers purchase with the confidence that they will get the full value of whatever they paid for an item whenever they choose to trade up.
