By Brecken Branstrator

Chicago--For the first time in its 117-year history, jewelry retailer Rogers & Hollands will get into the outlet game next month.

The company has chosen two Chicago-area Rogers & Hollands stores--one in North Riverside Park Mall and one in Golf Mill Shopping Center--to be rebranded, remodeled and reopened as Rogers & Hollands Outlet.

“We feel that the Outlet concept is a very good fit and will better meet the needs of our customers in these areas,” said Amber Willmer, Rogers Enterprise's Director of Social & Digital Marketing.

Both will undergo a one-day renovation before officially debuting as outlet locations. The North Riverside Park Mall location will open on April 12 and the Golf Mill Shopping Center will open on April 20.

The staff members working at each location will stay the same, and any warranties previously purchased at these stores will remain valid and will continue to be maintained there.

Rogers & Hollands outlets will offer merchandise unique to the stores.

All jewelry offered at outlet locations will be discounted at least 50 percent off regular retail prices, and watches will be priced at a minimum of 35 percent off retail, the company said, reflected in the outlet stores’ slogan of “Forever & For Less.”

They will offer jewelry from across a wide range of categories, including engagement rings, wedding bands, earrings, necklaces, bracelets and watches.

Both locations will carry jewelry from brands like Gabriel & Co., Scott Kay, and Tacori, as well as premium watches from Citizen, Movado, Bulova and Rado. High-end estate watches from Movado, Coach and Tissot also will be offered.

The company did not respond to a request from National Jeweler for comment on its plans to expand the outlet concept by press time.

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