Kessler's Diamonds will open a store in the George Watts & Son building, 450 E. Mason St., on Thursday, Oct. 1. The space was formerly occupied by DeLind Gallery of Fine Art.

"This is a fantastic and vibrant area," said Richard Kessler, president of the employee-owned company, in a statement. "With The Pfister Hotel across the street, Northwestern Mutual constructing its new office tower nearby, all the other great businesses and the activities such as Jazz in the Park, it’s a very attractive part of town."

Kessler's will be a part of the already wedding-focused destination, as the building is home to George Watts & Son, Watts Tea Shop, Zita Bridal Salon and Walny Legal Group.

Kessler's Diamonds deals exclusively in diamonds and claims to be Wisconsin's largest seller of diamonds and diamond engagement rings. The Downtown space is being designed by Milwaukee-based Retailworks, Inc., a nationally recognized leader in retail store designs that create great customer experiences.

Store hours will be announced as the opening date nears.

The company now has diamond centers in Appleton, Brookfield, Germantown, Greenfield and Madison. It will open a diamond center in Grand Rapids, Mich., in November. Kessler's corporate offices are in Germantown.