Weston Jewelers is turning 25 this year, a quarter century after founders Ed and Tracey Dikes opened their first shop in Weston Town Center in 2001. The family owned retailer, which still runs its original Weston boutique along with a multi brand outpost at the Seminole Hard Rock, says it will keep both locations operating while it develops a five story, 40,707 square foot flagship on Las Olas Boulevard that is scheduled to debut in late 2027.
From Neighborhood Shop to Regional Name
Tracey and Ed Dikes launched the first 1,096 square foot Weston Jewelers store in Weston Town Center in 2001, then later expanded into The Shoppes at The Guitar Hotel at the Seminole Hard Rock. In a press release via Weston Jewelers, the company says it plans to keep its existing stores open while it builds the Las Olas flagship. The press page lists the Weston Town Center address as 1728 Main Street and notes a dedicated Hublot boutique alongside a multibrand shop inside the Hard Rock complex.
Family Leadership and the Next Generation
“In our business, it’s all about relationships,” Ed Dikes said, adding, “I always say I love to hug my clients because these relationships mean everything to us,” as reported by Community Newspapers. The business remains firmly in family hands. Jesse Dikes, a Graduate Gemologist from the Gemological Institute of America, oversees operations at the Hard Rock locations, and Danni Dikes, who joined full time in 2023, leads marketing and brand strategy. Tracey Dikes has credited the staff and loyal clients for helping the company reach the 25 year mark.
Brands, Services and the Signature Approach
According to its press page, Weston Jewelers carries a roster of Swiss watchmakers and designer jewelry houses, including Rolex, Breitling, Cartier, Chopard, Hublot, OMEGA and Tudor. The company also highlights private bridal consultations, custom design work and an in house service center. That mix of marquee brands and tailored services feeds a hospitality first model that the owners say keeps customers coming back with their kids and grandkids. Staff and family members describe the hands on style as central to the firm’s identity in South Florida.
Las Olas Flagship: A Downtown Bet
The next chapter is a five story, 40,707 square foot flagship at 1117 E. Las Olas Boulevard that will combine retail space, executive offices and a rooftop restaurant, as reported by Bisnow. Property records cited by Bisnow show that an affiliate of the company paid roughly $7 million for the site, and Weston Jewelers expects to begin construction in 2026 with a planned opening in late 2027. Bisnow also notes plans for a dedicated bridal studio and larger service facilities to support the retailer’s watch business.
Industry Reaction and What It Means for Fort Lauderdale
Trade coverage suggests the Las Olas project could rank among the largest multibrand watch and jewelry showrooms in the United States, with Rolex set as an anchor and a Rolex accredited service center planned on site, according to WatchPro. Renderings show floor to ceiling windows, terraces and a small jetty for arrivals by water, underscoring the waterfront ambitions of the design. Developers and retailers have taken the move as a sign that downtown Fort Lauderdale is gathering momentum as a hub for higher end retail, helped along by new hotels and residential projects.
Weston Jewelers says it will keep both its Weston Town Center shop and its Seminole Hard Rock storefront open throughout the Las Olas buildout, and the company is inviting customers to follow project updates on its website and social channels. For more information, the company lists its Weston Town Center phone number as (954) 389-7990 and offers press materials and a 25 year timeline on its website, according to Community Newspapers.
