Just as every piece of jewelry deserves the perfect setting, every jewelry store deserves the perfect location.

Howard Fine Jewellers seems to have found it at the Fairmont Château Laurier hotel. The locally owned, family-run business recently relocated into available retail space at the historic downtown hotel while the jewelry store and Rolex retailer continues to transform its Sparks Street flagship store into a dazzling new shopping destination.

“We totally outgrew our space,” Howard Fine Jewellers managing director Stephanie Appotive said of their decision to renovate and expand.

Even after the Sparks Street location reopens this November, Howard Fine Jewellers will continue operating at the hotel, catering to tourists and serving as a satellite store. Located on the main floor, it sits next to an art gallery and café.

Stephanie has fallen in love with the 112-year-old hotel, from its grand architecture to the behind-the-scenes charm of its many employees. “It’s like being in Downton Abbey,” she said, referring to the historical drama television series.

Her daily exposure to the hospitality industry has also heightened her appreciation for exceptional customer service — a quality she’s prioritizing in trying to hire a new general manager.

Stephanie and her sister Lindsay, second-generation owners, credit much of their success to the strong local support they get from their customers. “We’re fortunate to have a really solid community that way,” she said.

The store’s connection to the hotel came through Catherine McLaughlin, the Château Laurier’s events and activations manager. She’s built strong ties to the city through years of volunteer work and her husband’s construction business. Coincidentally, she’d already been considering a similar jewelry store concept. When Stephanie approached her last fall, Catherine was immediately on board, as was the hotel’s ownership group.

Said Stephanie: “It was like it was meant to be, as if the stars aligned.”