Michael Jones Jewellers in Northampton will open three floors of new showrooms next week.
The ground floor will be dedicated to jewellery and the first floor will be a watch gallery.
The lower ground floor will be dedicated to silver jewellery and silverware, and will also house a bespoke area dedicated to Mont Blanc pens and gifts.
Cosmetic changes to the shop include a modernisation of the décor on the ground floor and staircase, but Michael Jones Jewellers said that the look of the shop will still be in keeping with a "traditional county jewellers’ ambience".
The revamped store, located on the city's Gold Street, will officially open on October 8th.
A statement from Michael Jones Jewellers said: "With retail markets changing and internet shopping becoming increasingly more important to the high street, we understand at Michael Jones Jeweller the need to continually improve our website with the aim to give customers the very best choice and service through our online shop.
"However, the internet can only tell you certain things and we believe the public wants and needs something more. We believe the public wants a truly enlightening experience when shopping for that special present and so decided to improve on what we already offer. As well as our customers receiving excellent service, they can now shop or browse for their gifts in the best watch and jewellery showrooms in the county."