When Lee J. Neves Sr. opened a small jewelry store in Woodbridge in 1977, he made it a goal to become New Jersey’s most trusted jeweler. A native of Portugal, he started out repairing watches before moving on to jewelry design and sales.

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When his new business concept proved successful, he expanded to Perth Amboy, then Aberdeen. In 1991, when a location opened in the Grove at Shrewsbury, Neves Sr. knew he’d found another perfect setting.

“My father wanted to live the American dream, so he moved here and started his own business,” noted Lee Neves Jr., who currently operates the Shrewsbury location. “It was his perseverance that built this company.” This past December, Neves’s store, which now has two locations and is run by his children, celebrated its 40th anniversary.

Over those decades, Neves Jewelers has grown to encompass lines from some of the nest designer names in the jewelry and watch world, including Charles Krypell, TAG Heuer, Doves, and Alor. Often referred to as “New Jersey’s Diamond Center,” Neves features one of the largest selections of loose diamonds in the area, as well as bridal selections from A. Jaffe, Verragio, Ritani, Gabriel & Co., and Forever mark. Both stores specialize in diamonds and luxury jewelry and feature a wide selection of designer and custom made engagement rings, earrings, and pendants. In addition to watch sales, the company offers timepiece cleaning and repairs.

“The jewelry business has changed significantly since my father opened this store,” said Neves Jr. “People have choices. They can shop online or at a variety of warehouse stores, but we are still that family jeweler that puts a personal spin on each and every item. Our customers become our family, because we are involved in so many milestones: weddings, baptisms, communions, confirmations…even first ear piercings require something special, and we’re thrilled to provide that.”

Neves Jewelers 103 Main Street, Woodbridge / 800.479.1086 557 Route 35, The Grove, Shrewsbury / 844.462.6383

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