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Date: 8/1/2023
EASTHAMPTON — James Murning III will soon make his dream come true by opening his own jewelry store, Aurora Jewelers, on Union Street in Easthampton.
“Having worked in the jewelry business for over 15 years, I have wanted to have my own store for some time now,” explained Murning. “When a previous business prospect didn’t work out, I decided to take the leap.”
Scheduled for a fall opening, the store will focus on artisan designers worldwide while collaborating with New England designers for in-store exclusives. There will also be options for custom and upgraded pieces.
“Anyone looking for bridal, anniversary, upgrade or custom design should look to my store as a comfortable and informative destination,” said Murning.
With a wide range of jewelry options in his new store, Murning hopes to create “a space where high-end jewelry and creativity meet.” He specializes in engagement and wedding rings, as well as high-end timepieces, both of which require attention to detail — something he also intends to apply to the running of his store.
“However, what you see in my store won’t be all you get,” said Murning. “I like to go above and beyond to find the special piece someone is looking for or even help design something new. Aurora Jewelers will be full service, including repair, watch batteries and appraisals.”
The name of the store comes from his experience seeing the aurora borealis on his Icelandic honeymoon.
“Watching it was something dreams were made of,” recalled Murning. “Aurora as my namesake seemed fitting when I finally decided to make my own dreams a reality.”
The choice to locate the store in Easthampton came easily for Murning, who often visits the city with his wife and small children.
“Easthampton is the place to be,” said Murning. “We love supporting the small businesses and restaurants in Easthampton ourselves, so my desire to join this blossoming community feels like a natural choice.”
Having already received tremendous support for his store, even before its opening, has further solidified that the location was a great choice.
“The welcome and the support I have already received from the Easthampton community and other Easthampton local businesses have been so wonderful,” said Murning. “I just want to say thank you to everyone for the love.”
Currently being renovated, the official opening date is still up in the air, but the project is on target to open in early November at 106 Union St.