Day’s Jewelers Brings Its “Sparkle Everyday” to Salem, N.H.

By Karen Dybis | January 08, 2026

Many jewelers tell clients they should wear their fine jewelry every day, and Day’s Jewelers’ new store in Salem, N.H.—the ninth location for the New England chain—was designed to support that philosophy.

With its contemporary look, “front-selling” display cases, community table, and custom design and repair services, the Salem store gets clients excited about fine jewelry and makes them want to show off their purchases, says Nikia Levesque-Meyer, vice president of marketing for the Waterville, Maine–based company.

These and other features in the store speak to the way people shop for and wear jewelry today—buying it for themselves to celebrate career or personal milestones or following fashion trends, like stacking fine charms, rings, and bracelets.

The employee-owned Day’s celebrated its grand opening in Salem as the holiday season was getting underway. The store, situated within the Tuscan Village mixed-use development, is Day’s third in New Hampshire (its other stores are in Maine).

days exterior — *The Tuscan Village development where Day’s new store features retail, dining, live performances, and other “lifestyle” elements.*

One example of how the interior design affects the store’s functionality and accommodates self-purchasing comes from display cases that open in front, so the salesperson can stand next to a customer rather than serving them from behind a counter.

“The store is designed to feel open, intuitive, and human—not transactional,” Levesque-Meyer explains. “Front-selling showcases remove physical and psychological barriers, encouraging conversation and discovery rather than ‘behind-the-case’ selling. It shifts the experience from being shown product to being invited into a story.”

Tuscan Village was the right spot for Day’s expansion, she says, because of its approach to retail—it is what’s known as a lifestyle development, which includes shops, restaurants, a hotel, wellness facilities, and areas for recreation and entertainment. And it has become one of the region’s fastest-growing shopping destinations.

“Tuscan Village allows us to meet clients where life is already happening—dining, gathering, celebrating, and spending time together,” Levesque-Meyer says. “It’s a vibrant, walkable destination that aligns naturally with how people experience jewelry today as part of real moments, not just special occasions. The setting lets us be visible, approachable, and woven into the rhythm of the community.”

Days community table — *Jewelry and watch lovers can come together at the community table in Day’s new Salem, N.H., store.*

That sense of friendliness and approachability is epitomized by the store’s community table. “Rather than a passive seating area, it serves as a place where conversations happen, from collaborative design appointments to in-store events and community gatherings,” says Levesque-Meyer.

“It reflects our belief that jewelry lives at the intersection of people and moments, and while we’ve incorporated communal elements in other locations, this table is a purposeful evolution that reinforces our commitment to bringing the community into the store in a meaningful way.”

Another of her favorite things in the store is the Day’s Jewelers history mural, which was painted by a local artist. “More than a design feature, it is a quiet promise, honoring who we’ve always been and the trust generations of clients have placed in us,” says Levesque-Meyer.

“The mural bridges our past and our future, grounding the experience in enduring values, shared memories, and a steadfast commitment to creating pieces and relationships meant to stand the test of time.”

days mural — *Inside Day’s Jewelers in Salem, a mural shows the 112-year-old company’s history of serving its communities.*

The color palette throughout most of the store is warm and layered, with soft neutrals, natural textures, and subtle contrast, allowing the jewelry to shine while creating a calm, welcoming atmosphere. Materials were selected to feel timeless rather than trendy, reinforcing longevity and trust. Thoughtful lighting and clean sightlines elevate both the product and the environment.

“Our signature sparkle appears both on the exterior and within the store as a meaningful design element, a beacon into the future that reflects who we’ve been since 1914. This detail reinforces our ‘Sparkle Everyday’ purpose and our belief that the true value of a piece of jewelry lives in the sentiment it holds for the person who wears it,” Levesque-Meyer says.

“We want our clients to feel comfortable, inspired, and genuinely cared for, like they can take a breath and be present,” she adds. “The goal is confidence without pressure, luxury without intimidation. Above all, we want them to feel seen.”

Top: Day’s Jewelers opened its ninth store, at a Salem, N.H. lifestyle development, in late November. (Photos courtesy of Day’s Jewelers)