A glittering five-story Rolex store proposal, complete with a champagne bar and bridal studio, has sparked fury in a Florida enclave as locals argue it is an eyesore and does not reflect the character of their community.
It is proposed that the glass and wood building would rise on Las Olas Boulevard in Fort Lauderdale and feature the expensive watch brand's flagship store that will be operated by family-owned Weston Jewelers. The top floor of the five-story store would have an exclusive restaurant for cocktail parties, while the bottom levels will have retail space, including a champagne bar, service center, and bridal studio. The building plan spans 32,000 square feet, reduced from the original 40,000 square feet initially proposed after two on-site restaurants were scratched.
Danni Dikes, Weston's marketing manager, said the location was chosen for the luxury watch brand due to having so many clients in the Fort Lauderdale area. 'We definitely saw it as a location opportunity because so many of our clients live in that area and travel west for us, and we’re seeing many of them start to move eastward as well,' Danni Dikes told NationalJeweler.com. Her father and CEO of the firm, Ed Dikes, added: 'We realized the eastside of town was the place to be now.'
However, not everyone in Fort Lauderdale – where the average household income is $91,000 – is happy about the prospect of the new ritzy retail space. Jacquelyn 'Jackie' Scott, president of the Colee Hammock Homeowners Association and a real estate agent who also serves on the city's planning board, spoke out against the plan at a planning meeting this week. 'This is a 50ft lot, which is a postage stamp that we’re trying to put an elephant on,' she told the meeting, according to The Sun Sentinel. 'And we’re trying to justify it by saying: "Weston Jewelers is coming, oh my God."'
Anthony Battista, the president of Villaggio Di Las Olas Condo Association, which is near where the store would be built, agreed that the building will be a sight for sore eyes. 'A building that size would destroy the character of the neighborhood,' he told the planning board. However, board member Hector DelaTorres said there are other tall buildings that are either under construction nearby or already built. 'I think it is compatible with the neighborhood,' he said before making a motion to approve during a meeting this week.
The project got a nod with a 4-3 vote and will now go before the Fort Lauderdale commission. Another point of controversy with the proposal is the developers' plan not to provide parking, despite the city code requiring it to offer 129 spaces. Developers argue customers can use existing lots nearby, The Sun Sentinel reported. Despite the backlash, Stephanie Toothaker, an attorney for the developer, claimed the new establishment would open up the dwindling luxury market in the area. Neiman Marcus and Saks Fifth Avenue recently closed in Fort Lauderdale, as well as a smaller Louis Vuitton store. 'Many people in the community talk about the total dearth of shopping options for everybody,' Toothaker told the planning meeting. 'We have really had a gap in the luxury shopping space. We have an opportunity. We have an actual luxury brand at the table.' Toothaker argued that luxury buyers are driving to Miami and other places to snap up their expensive goods but that the new store in Fort Lauderdale would keep them in town.
The Dikes family said the store would allow them to meet longtime customers and attract new ones, NationalJeweler.com reported. 'We’re excited about our customers having an incredible experience,' Ed Dikes told the outlet. 'Today, it’s all about the experience.' The project, designed by Arquitectonica, will now go before the commission for a first vote on May 19 with a second and final vote earmarked for June 2. If given the green light, the store is slated to open in December 2027.
Ed Dikes grew up in the jewelry business working alongside his father, first on Long Island and later in Miami. In 2001, he and wife Tracey opened Weston Jewelers in the heart of the Weston Town Center in the Sunshine State, and the store quickly became a local institution, according to their own website. Today, Weston Jewelers remains a true family affair. Ed and Tracey’s children have joined the company, with Danni leading marketing efforts and Jesse overseeing operations. According to their website, their 'core values guide everything we do: Integrity. Family. Resilience. Ownership. A Growth Mindset.'
