DeVries Jewelers
Grand Rapids, Michigan | Interior Design + Procurement (Furniture and Display Cases)
DeVries Jewelers is a three-generation family business that has been an integral part of the Westside neighborhood fabric, with their original location built in 1901 on Leonard Street. To accommodate their growth and to better serve customers, DeVries built a new location down the street from their original location.

ROI Design was tasked with creating a contemporary space with details and materials reminiscent of the historical elements shown in neighboring buildings. ROI designed DeVries’ new showroom around the jewelry to create an elevated shopping experience. The main floor features mosaic floor tile, glazed brick tiles, chandeliers that look like a string of pearls, and a cantilever-mounted light over the historic horseshoe display case. The second-floor mezzanine features a bar with a tin ceiling accent and wood panel faces. Properly lighting the space and cases was an important design consideration to help the jewelry shine. The lighting plan ROI created is being submitted for a national competition due to its effectiveness in highlighting the space.


Interior Design + Procurement (Furniture and Display Cases): ROI Design
Contractor/Architect: Pinnacle