Day’s Jewelers to Bring New England Ethos to 3rd Store in New Hampshire

By Karen Dybis | May 22, 2025

New England retailer Day’s Jewelers is expanding its presence in New Hampshire, adding a flagship location this fall that will be its third store in the state and ninth overall.

The upcoming Day’s flagship in Salem, N.H., at the Tuscan Village shopping center (8 S. Village Drive), will have a new design concept, with “zones” catering to different customers and how they prefer to shop for fine jewelry.

“It’s more than just a new store—it’s an investment in our future and a reflection of our team’s dedication to growing thoughtfully and sustainably,” says David Gilman, Day’s vice president of finance. “As an employee-owned business, every decision we make is driven by a long-term vision to create value not just for our customers, but for the people who make our company what it is.”

For the Salem store, Day’s has enlisted Florida-based retail design consultant Jesse Balaity, whose firm, Balaity Property Enhancement, helps independent jewelry retailers with new builds, renovations, and merchandising strategies.

Tuscan Days mockup — *Rendering of the exterior of the new Day’s Jewelers in Salem’s Tuscan Village*

Balaity says he joined Day’s as the brand was ready to expand into additional markets and broaden its appeal as it grew. Day’s wants to connect with new customers through a retail environment that highlights how it is different from other jewelry stores, he says.

“Nothing was sacred except for the warm and inviting New England ethos. This flexibility led us to explore different design strategies, melding the latest ideas in luxury retail into an unpretentious environment that encourages exploration and dwell time,” says Balaity.

“We will expand the bridal experience, launching Day’s into a regional bridal powerhouse with a particular emphasis on custom work via a dedicated design studio and private-consult setting,” he explains.

Tuscan Village Days — *Tuscan Village, site of a Day’s Jewelers opening in the fall, has both indoor and outdoor spaces.*

Day’s will shift its fashion jewelry into a series of showcases at the front of the store, Balaity says. The area for higher-end diamond jewelry will be near the store’s expansive windows, so it will be flooded with natural light to highlight the jewelry, he adds.

“We hope that the new Salem design is both a milestone in the growth of Day’s Jewelers and a guide for improvements to the existing stores,” says Balaity.

Headquartered in Waterville, Maine, Day’s opened as a family-owned jewelry store in 1914 and now has eight locations in Maine and New Hampshire. The Corey family purchased Day’s in 1988, and its current president is Joe Corey. Joe’s parents, Jeff and Kathy, sold the company to its employees in 2021.

“This expansion marks a major milestone and a new opportunity for growth for our employee-owned company,” Joe Corey said in a statement. “We look forward to providing an elevated yet fun and fresh shopping experience to all our guests with fashion-forward products and services.”

Day’s is working with Coastal Construction on the new store, and the two companies will share behind-the-scenes photos and videos of the project on social media as its proceeds throughout the summer, leading to the store’s grand opening.

Tuscan Village is a 170-acre mixed-use retail and restaurant development built on the former Rockingham Park racetrack. It has more than 30 stores, including Williams Sonoma, L.L. Bean, and Pottery Barn, and attracts over 10,000 visitors daily, according to the mall’s website. Tuscan Village also has a large open area that hosts live music performances, seasonal pop-up shops, and other events.

Top: Tuscan Village shopping center in Salem, N.H., location of the upcoming ninth store in the Day’s Jewelers chain (photos courtesy of Day’s Jewelers)