Long's Jewelers Redefines Luxury Shopping with New South Shore Store

Author Long's Staff
Date Sep 13, 2023

Boston, MA – Long’s Jewelers, New England’s trusted jewelry and timepiece destination, is thrilled to announce the official opening of a long-anticipated freestanding location in Braintree, Massachusetts. The spectacular retail space, located at 150 Granite St. in the old Barnes & Noble building, promises a warm and hospitable luxury shopping environment for South Shore customers seeking the world’s finest jewelry and timepieces. This marks the end of a wonderful run of more than 60 years in the nearby South Shore Plaza.

Long’s sprawling new store occupies 11,000 square feet and showcases an array of immersive and elegant shopping experiences designed to fulfill its clients’ every need – from brief visits to in-depth educational sessions, custom consultations, expert repairs, sell/trade-in appointments and much more. In addition to an exquisite exhibition of curated pieces from around the globe, the store also features dedicated branded spaces from world-leading companies, including Rolex, David Yurman, Mikimoto, Tudor and Grand Seiko. With a focus on service and hospitality, Long’s will offer a number of private and semi-private areas that are available for those seeking a more personal and intimate environment in which to shop for engagement rings, wedding bands, fashion jewelry, classic diamond and gemstone styles, estate jewelry and timepieces.

“Long’s has been a mainstay in Braintree since the 1960’s, and we are so excited to bring a new level of approachable luxury to the South Shore,” said Long’s Jewelers President Craig Rottenberg. “This new store captures everything we’ve learned in that time and will be something unique to the market. We know both new customers and long-term relationships will all appreciate this new approach to an amazing experience, incredible product and a beautiful and comfortable setting.”

Long’s – named Best of Boston once again this year – is committed to innovation and growth both in the products it carries and the services it provides, a philosophy that has remained core to the family-run business since its inception in 1878. Long’s operates six stores throughout New England and is excited to expand upon its award-winning reputation – with this stunning new South Shore establishment setting an entirely new luxury shopping standard.

Additional details surrounding the opening of Long’s new Braintree, MA location are available upon request. For more information on Long’s Jewelers or to browse full collections, please visit LongsJewelers.com.


Long’s Jewelers is a family-owned and operated full-service jeweler with six stores throughout Massachusetts and New Hampshire. New England’s love affair with Long’s began in 1878 when Thomas Long, a Massachusetts native, opened his Boston-based jewelry business. Since then, Long’s has become the foundation of Boston’s luxury jewelry and timepiece market. Long’s takes enormous pride in celebrating the biggest moments in its customers’ lives. While Long’s has evolved and grown over the past 144 years, the philosophy of the company remains true to its heritage: offer only the highest quality product and uncompromised service. Long’s is a proud member of the American Gem Society, Jewelers of America, Jewelers for Children, the official award supplier of the Boston Marathon, and an avid supporter of local charities including the Dana-Farber Jimmy Fund. For more information, visit www.longsjewelers.com