The new Kesslers Diamonds store in Downtown Milwaukee opens Friday, Oct. 2, at 450 E. Mason St.  It’s the first non-suburban store for the company, which operates five other diamond centers in Wisconsin, and also will open its first out-of-state store in metropolitan Grand Rapids, Mich., in November.

The Downtown store occupies 2,200 square feet of space most recently occupied by the Delind Art Gallery in the George Watts & Son building. Like other Kesslers Diamond stores, the location will deal exclusively in diamonds and diamond engagement rings, but will have a larger assortment of diamond gift items that Kessler believes “will be desired by people who work Downtown and by tourists.”

“We’re excited to be part of the dynamic Downtown scene, and to be more conveniently located for our customers in that part of the metro area,” said Richard Kessler, president of the employee-owned company.

Store hours are 10 a.m. to 6 p.m. Mondays through Fridays, and 10 a.m to 5 p.m. Saturdays.

Kessler — wearing a white tux — will greet visitors to the new store as part of its grand opening celebration Oct. 14-16.

The interior will be a visual showpiece with unique finishes, specialty lighting, and clever focal points, Kessler said. Key windows will have “New York style” art installations, creating a buzz on Mason and Jefferson streets. Changed on a regular basis, those displays will become a “must see” for locals and out-of-town visitors, he added. The presence of Kesslers Diamonds helps position the Watts building as a wedding planning destination. Along with the George Watts & Son business and the Watts Tea Room, the building also is home to Zita Bridal Salon.

The building’s valet parking is available to Kessler’s Diamonds customers.