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September 30, 2021

Crown Jewel of an Era Comes to End in Vernon

After serving Vernon and surrounding communities for more than a century, the multi-generational family jewelry store Friedrich Jewelers is closing its doors. 

To thank its customers, the jeweler began hosting the largest event in its history, a “Going Out Of Business Sale,” on April 19, at 520 Hartford Turnpike in Vernon Commons. 

Storewide discounts will be up to 70% off all merchandise until sold, including watches, earrings, rings, necklaces, bracelets, and giftware unique to the jeweler.

“Since 1913, you have honored Friedrich Jewelers by including us in your celebrations of life and love. Over the last 108 years, our customers have appreciated our commitment to exceptional quality, dependability, value, and services passed down through four generations. These are the driving forces behind our business, and we believe they show through in all we do. Although bittersweet, the time has come for us to bring this journey to an end. We welcome our new adventure, retirement,” said owners Doug and Jacki Friedrich. 

The Friedrichs share that their young grandson and love of travel are calling them. While the pandemic presented challenges, they’ve seen a rebound in business, and are happy to end on a high note, with their health and adventures to explore.

One of the oldest businesses in Tolland County, Friedrich Jewelers epitomizes the quintessential jewelry store, providing its customers with more than quality merchandise. Known for its superior customer service, Friedrich’s has offered custom jewelry design, pearl and bead stringing and design (the artistry of Becky Penta for the past 25 years), and jewelry and watch repair, helping its clients create, select and care for their most precious keepsakes. Generations of families from the community have relied on Friedrich Jewelers to mark their most important life moments. And that is exactly the aspect of the business that Doug and Jacki said they will miss most.

Doug Friedrich, a bench jeweler and designer, comes from a long line of watchmakers and jewelers. The business in Vernon began in 1913 with his great grandfather Gustav Friedrich, who opened a jewelry store and began practicing his trade as a watchmaker in a small shop at 21 Ward St. in Rockville.

Gustav began a tradition of quality merchandise and dependable service, values that he passed on to his son, Herbert, when he took over the business in 1936. Herbert and his wife, Ursula, raised their twin sons, Robert and Herbert, Jr., and daughter Dorothy in the apartment above the Ward Street store.  When both sons expressed interest in the jewelry business, Herbert purchased the former Ronalter Jewelry Store in Stafford Springs in 1947.  Robert took over the Stafford store in 1950 (which moved to Stafford Springs in 1968, and under the leadership of Robert’s daughter, Brenda recently closed).

Herbert Jr. acquired the Ward Street store in 1957, and his son Douglas began working with him in 1978. Eleven years later, he and his wife, Jacki, purchased the Ward Street store, and in August 1993 moved to its current location. For more information visit

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