PROF I LE
A BRILLIANT ASCENT
WESTON JEWELERS’ FIVE-STORY FLAGSHIP IS SET TO SHINE BRIGHT AS THE BELOVED LOCAL FAMILY- OWNED BRAND BEGINS A DAZZLING NEW ERA.
By Ginger Harris
Jesse Dikes, Danni Dikes, Tracey and Ed Dikes
For more than two decades, Weston Jewelers has been synonymous with luxury, family values and community connection in South Florida. Now, the beloved family-owned brand is preparing to write its most ambitious chapter yet: a five-story flagship store on Las Olas Boulevard, set to open in late 2027. “This is something I’ve dreamed about for years,” says Ed Dikes, CEO and co-founder of Weston Jewelers. “We’ve felt the city was an untapped market for the kind of luxury experience we offer, and with new developments like the Las Olas Marina, it felt like the right moment to set our sights eastward.” The new Fort Lauderdale location represents far more than an expansion. It’s a bold statement about the future of luxury retail and a testament to the enduring power of in-person experiences in an increasingly digital world.
“Luxury is all about the experience,” Dikes explains. “Clients want to go somewhere they feel comfortable, where they can see and try on the product, and where they’re welcomed with warmth and a smile.” The flagship will offer an immersive journey across five carefully designed floors. The first floor will showcase Rolex and the brand’s premier watch collections, while the second floor will be dedicated to jewelry and bridal, complete with a champagne bar. The third floor will house the service area, Rolex Certified Pre-Owned and a whiskey bar. The fourth floor will contain offices, and the fifth floor will feature a café. Think of it as a full-stop shop for a day of centered around luxury. “It’s all about the experience, and we want our clients to feel like they’re on a journey as they move through the new store,” Dikes says. “Every touchpoint is designed
2026 - JANUARY/FEBRUARY
LAS OLAS BOULEVARD & ISLES
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