Family-Owned Jeweler To Close After More Than 70 Years In Business In Somerset County

BEDMINSTER, NJ — Simms Jewelers, a family-run business that has served New Jersey since 1953, is preparing to close its store at 291 Main St. in Bedminster.

Its closing sale opened to the public Thursday, with discounted inventory ranging from sterling silver earrings priced at $50 to a sapphire and diamond ring priced at about $100,000.

Subscribe

Third-generation owner Sarah Sockolof said the decision followed changes this year.

"Change is hard, and it can be scary," Sockolof said. "Given the circumstances and the changes in personnel this year, I felt the time was right to close our doors at 291 Main Street. But change also means new beginnings, and that's where my focus is. I'm deeply grateful to every customer who has made Simms what it is, and I'm excited about the possibilities ahead."

The store is housed in a 100-year-old Bedminster home on Main Street beside the Bedminster Tavern.

According to the business, the 1,800-square-foot layout includes several rooms displaying bridal pieces, gemstones, diamonds and other fine jewelry.

"It's in an old house, and doesn't look like a typical jewelry store," Sockolof said. "But that just underscores the fact we sell high-end, custom jewelry you won't find anywhere else."

Simms Jewelers began in 1953 in New Brunswick, when Sid and Mae Sockolof and a partner named Segal opened the first store.

In 1965, their son Arthur Sockolof joined the business with his wife, Ann.

A major renovation in 1967 marked the store's shift to fine jewelry, and the family later consolidated multiple locations into one Bernardsville store in 1985 before moving to Bedminster in 1991.

Sockolof said a focus on long-lasting pieces helped define the business over the years.

"People come into the store wearing something they bought from us 10 to 20 years ago," Sockolof said. "What we sell is timeless. It doesn't go out of style."

She added, "We always strive to sell jewelry that has intrinsic value but is also beautiful. That's a niche we filled."

The business has also supported community causes, including the Far Hills Race Meeting, which benefits Somerset Medical Center, and donates the engraving on the event's trophies.

As the closing sale continues, Sockolof thanked customers who supported the store over the years.

"We're so grateful to have been part of people's celebrations over the years and the trust they placed in us," she said.

The sale began Thursday and will continue until all merchandise is sold. Store hours are Tuesday through Saturday from 10 a.m. to 5 p.m. For more information, visit simmsjewelers.com.

Have a news tip? Email alexis.tarrazi@patch.com.