CRANSTON – Ross-Simons Jewelers will launch a new luxury brand called Sidney Thomas on Thursday, the company announced Tuesday.
Sidney Thomas, named for company founder Sidney Thomas Ross, will occupy nine current Ross-Simons stores up and down the East Coast. The Ross-Simons storefront in the Providence Place mall will be one of the locations to change over. A new website, sidneythomas.com, will also go live on Thursday, Aug. 15.
The new stores will offer concierge-style service and vintage jewels alongside current designer names.
“Our goal is to transform the jewelry buying experience,” said President and CEO Darrell Ross in a statement. “We want customers to love their jewelry and love every minute of the journey at Sidney Thomas. Exquisite presentation. Impeccable service. Extraordinary selections. These are the hallmarks of our mission to build the most exciting name in fine jewelry.”
The Ross-Simons flagship store in Warwick will retain its name, as will the outlet stores in Wrentham, Mass., and Potomac Mills, Va.