Allure Jewelry & Watches — Fine Jewelry & Luxury Watches in Holmdel
Customize your
FOREVER Ring
New Arrivals
Our Story
Allure Jewelry & Watches is a family-owned fine jeweler led by Mike Sultan, established in 2008. In February 2026 we opened our new location at Bell Works in Holmdel, New Jersey, welcoming clients from Monmouth County and beyond.
We offer engagement rings, diamond and gold jewelry, and silver. As authorized dealers of Tissot, Hamilton, Mido, Movado, Citizen, Bulova, Seiko, G-Shock, Michael Kors, Fossil, Armani, Armani Exchange, Guess, and more, we ensure that our collection caters to diverse tastes and preferences. Our selection also includes certified pre-owned Rolex watches. We also buy gold and diamonds, and our team provides jewelry repair.
Every piece is chosen for quality and craftsmanship, and our team is committed to an exceptional shopping experience, from custom jewelry and repairs to helping you find the watch or jewel that is right for you.
We invite you to visit us at Bell Works, Suite 1102, and explore a collection where each piece tells a story of elegance, craftsmanship, and timeless beauty.
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CUSTOM MADE JEWELRY
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In Store Now
Coming Soon Online
MOVADO
Bold at heart
WATCHES FOR HIM & HER
MIDO
MEN'S JEWELRY
BULOVA
Men's Jewelry Collection
Bell Works
101 Crawfords Corner Road
Holmdel, NJ 07733
(732) 254-1188
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TESTIMONIALS
Have you ever heard the story of the prodigal son? I was that prodigal son looking for help. Allure Jewlery and Watches saw me from a long way off. I was getting married in August and needed a watch to complete my tux. I called Allure Jewelry and Watches and they helped me find a watch that was perfect for me. Not only did they find me a watch, they helped me feel confident in the look I was going for. I’ve brought three watches and haven’t regretted a purchase. Definitely stop by when you get a chance, they’ll make you feel right at home.
Anthony
An unexpected gem of a store! (Pun intended I guess)
I have purchased 3 pairs of earrings and a bracelet here, and definitely intend on purchasing more. I always make sure I shop around when it comes to gold jewelry, and this store consistently has the best prices I have ever come across. All the sales people are friendly, knowledgeable, and fair without ever being pushy. One particular salesman named Gabriel helps me out every time and is always such a delight. I even had an issue with one of the hoop earrings I purchased over a year ago (it seemed to be dented), and they were still quick to help me out. I personally have never gotten a watch from them, but they also have an impressive collection of those as well. Great store!
Alexandria
Great staff, great inventory, great prices. My salesman Gabriel was very helpful and not pushy at all. I got my wife’s engagement ring, wedding band, and wedding gift all made at Allure Jewelry. They got a custom cushion diamond for my wife’s Engagement ring at the best price after shopping around, and she custom made her wedding band with them as well. My favorite was her wedding gift, a custom chain and pendant with Mother of Pearl inlay. I shared with them an idea I had, they custom designed a few options, and made it perfectly. I couldn’t be happier with my experience here and recommend it to all of my friends and family.
Kyle
I love this place . My husband went here for our first engagement ring. 3 years later I went there for an upgrade. I can't say enough about the staff they really do show you the best quality for your money. They're attentive kind and caring. Gigi is the most amazing person. I would recommend this place to everybody and anybody looking for that special gift to give to him or her for any occasion. Especially popping the question.
Jennifer
SERVICE
We specialize in creating custom jewelry, including engagement rings, name plates, picture plates, and diamond pieces — all crafted to your vision and offered at competitive prices.
WE ARE A FULL SERVICE JEWELER
Experienced gold buyer, watch repair, appraisals, custom made, & Jewelry repair
Over time, fine jewelry is subject to wear and tear, necessitating regular maintenance to preserve its appearance and integrity. If you've noticed a loose stone or a bent prong on one of your cherished pieces, it's important to understand the following.
Various Types of Jewelry Repair:
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Ring Resizing: Adjusting ring size by cutting and soldering the shank to address tight or loose fits.
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Chain Repairs: Fixing broken links or stretched chains, which may involve adding a link, soldering, or replacing the clasp depending on chain type and link size.
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Prong Maintenance: Repairing worn or weakened prongs that support stones to prevent them from falling out. This may entail replacing individual prongs, tips, or the entire set.
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Shank Restoration: Addressing wear on the ring's shank caused by daily use, particularly common in engagement and wedding bands. Repair involves soldering and reshaping the band to prevent fractures.
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Stone Tightening: Securing loose stones to prevent loss, as indicated by movement when touched. It's crucial to address this promptly to avoid loss and damage.
Quality Jewelry Repair Indicators:
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Seamless integration of repairs with the original piece, maintaining consistent color and luster.
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Absence of visible hammering or tool marks.
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Smooth removal of any seams or cutting marks.
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A new link seamlessly blends with the chain, preserving its flow and appearance.