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Maxon’s Diamond Merchants plans to relocate to 2850 E. Battlefield Road in January after residing in the Brentwood Center since 1991.
SBJ photo by WES HAMILTON
Maxon’s Diamond Merchants plans to relocate to 2850 E. Battlefield Road in January after residing in the Brentwood Center since 1991.

Maxon’s to vacate Brentwood Center in January

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Maxon’s Diamond Merchants in January plans to relocate to a stand-alone building and vacate its longtime home at the Brentwood Center.

The jeweler broke ground three months ago after starting site preparation seven months ago. Steel was erected three weeks ago at the 2850 E. Battlefield Road construction site, where wooden supports have been built, said co-owner Rick McElvaine. Maxon’s will move from the Brentwood Center, its home since 1991.

“With some of the major brands that we are involved with, they really have been pushing us to have a little more of significant location, a little bigger footprint, a little better visibility,” said McElvaine, who owns the jewelry store with his wife Jane. “We’re moving toward something that we’ve wanted to do for a long time.”

The new store will include a Rolex area that will be the focal point. McElvaine said Maxon’s is the only official Rolex dealer in the area.

The owners are investing an undisclosed amount to build the store on land purchased from Larry Lipscomb in March. Rick McElvaine said the new location — designed by H Design LLC and being built by Varsity Contractors Inc. — would increase the shop’s square footage to 4,000 from its current 1,500 at 2622 S. Glenstone Ave. The building also will include 1,500 square feet for a tenant. McElvaine said financial planners, wealth management groups and other service companies have expressed interest in the space, but a lease agreement has not been signed.

In business for 42 years, Maxon’s previously operated in Plaza Towers and Battlefield Mall before relocating to the Brentwood Center. The Gillenwaters family sold the Brentwood Center in early 2015 to Jared Enterprises. Earlier this year, Jared Enterprises sought a blight designation for Brentwood amid plans for $13.4 million in improvements to the shopping center across from the mall. Jared Enterprises dropped its blight designation request after city staff opposed it. Council still approved a community improvement district for the development area, where a stand-alone Starbucks recently opened at the north end of the center in front of Maxon’s.

“Maybe some of those factors were the tipping point,” McElvaine said. “They’re doing a lot of renovations. Our visibility now is compromised.

“We really needed to have done this anyway.”

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