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I think the idea of mixing luxury and mass-market fashion is very modern, very now - no one wears.
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The Brand

Welcome to The Jewel, where Modern Jewelry is Redefined for the customer who, in a world filled with abundant choices, knows the only one that matters is the one that brings joy and celebration into their lives. The Jewel is the new iteration of Destin Jewelers, a landmark jeweler in business for the past 40 years in the heart of Destin and Miramar Beach. The Jewel is located in Grand Boulevard Town Center. This modernized rebranding of Destin Jewelers has the same core principles: quality, customer service, unique and beautiful jewelry, and a celebration of women and their power to shine! Owner/proprietor Lisa Peters has owned Destin Jewelers for the past 21 years and most recently opened Gioia Jewelry and Gifts in Seaside, Florida.

“I love what I do and am passionate about the designers that I select,” Peters said. “They represent both traditional and innovative designs you won’t find everywhere. It has always been important to me to seek new and emerging artists that are redefining the jewelry of today!”

The Jewel is a special place to shop—but more importantly, it’s a place to mark anniversaries, weddings, engagements, birthdays, makeups, Mother’s Day, baby showers, and “just because” occasions! The name alone makes a statement that this is the definitive place to shop for fine jewelry, offering contemporary designs handcrafted by artisans to be treasured forever.

When you walk through the door of The Jewel, you know you’ve entered an exceptional boutique where you’ll find that attention to detail embodies the very brand. Its decor can be described as eclectic chic, with a massive painting by New Orleans pop artist Ashley Longshore as a focal point. The branding weaves the messaging of celebration and love throughout: Be Bold, Be Beautiful, Be Confident, Be Unique, and Be You.

This is where the experience and merchandise are intertwined with the brand. It’s a place you will not soon forget!

Our Causes

At The Jewel, formerly Destin Jewelers, we understand the importance of giving back to the community. Charitable giving is essential to our company’s philosophy. For over twenty years, through product donations and financial support, we have proudly partnered with multiple charities throughout the nation in their respective missions to create positive change. Charities and nonprofit organizations we support include Children’s Volunteer Health Network, Sinfonia Gulf Coast, Food For Thought Outreach, Boys & Girls Clubs of the Emerald Coast, Sacred Heart Hospital on the Emerald Coast, Sacred Heart Foundation, Susan G. Komen for the Cure Breast Cancer Awareness Fund, and many more.

Awards & Recognition

The solid reputation of Destin Jewelers is evidenced by its many awards accrued over the past twenty years. Destin Jewelers was named America’s Coolest Store by the readers of INSTORE Magazine in 2010, crowned the best out of over a hundred entries. Destin Jewelers was also voted Best Jewelry Store in the “Best of the Emerald Coast” poll by Emerald Coast Magazine for seven years in a row. As The Jewel, we look forward to continuing this tradition of excellence.