New Jewels, New Rules

Because friends don’t let friends wear boring jewelry, South Florida fine jewelry lovers now have a new best friend: Jay Feder Jewelers (JFJ) at The Boardwalk in Boca Raton. Expanding from its locations in Denver and New York City, JFJ’s new 4,200- square-foot, freestanding flagship fine-jewelry destination features JFJ custom designs and exclusive designer lines ranging from Oscar- worthy red carpet to carpool chic, including everything from diamond engagement rings, wedding bands and “push” presents to pieces for celebrating children’s milestones, birthdays, anniversaries and more. 

While embracing their family’s 40-year jeweler tradition, JFJ’s second-generation owners, Marc and Devorah Feder, bring a youthful, fresh and adventurous approach to their Boca Raton location, which is home to more than 10,000 diamonds.

The showroom also houses more than 33 seahorses in the 500-gallon saltwater aquarium within the gallery and lounge areas, where rescue pup (Harry) Winston stands guard. 

While the fine jewelry industry is generally very old school, serious and a bit snobby, the Feders have created an atypical, comfortable and welcoming approach to a fine jewelry store experience. Chic and hip but fun and laid back, the JFJ vibe is a cross between a living room and a museum – but a touchable, fun museum. It’s the kind of place where you can wander around discovering new beautiful things. You never know what you’re going to find around the bend. 

What sets JFJ apart is its peerless combination of diamond and colored stone acumen; integrity in price, value and service; industry respect; long-established buy/sell relationships worldwide; exclusive lines and obscure one-of-a-kind selections by bold, new and rising U.S. and international designers; custom design expertise; and unparalleled client service in an engaging ambiance. And it’s all underscored by the hands-on leadership of the Feders, whose priority is always the client experience – before, during and after purchase. 

Although respectful of the classics, JFJ inspires newfound confidence and passion in its clients to buck “tired” trends that often stifle individual style. As JFJ’s master jewelry stylist, Devorah guides clients on how to try something new; selecting emerging diamond shapes; and the best ways to mix styles, metals and stones. O

Jay Feder Jewelers is located at 6859 S.W. 18th St., The Boardwalk, Boca Raton. For more information, call 561- 571-3050 or visit jayfederjewelers.com.