The Wm. Rife Co. Jewelers store at 2411 Far Hills Ave. in the Shops of Oakwood is calling it quits after 78 years in business.
Third-generation owners Sheryl Rife Merker and Christine Rife Depew said this morning that increased competition from other jewelry stores and from jewelry-sales web sites on the Internet, along with their desire to retire, were the primary factors in their decision.
“It’s very sad — it’s been a part of our whole lives,” Depew said. “We will miss the multiple generations of customers we served and the nice friends we made.”
The store has launched a going-out-of-business sale, and its final days will come in late spring or early summer, depending on how long inventory is available, Merker said. Jewelry is marked down 20-60 percent, and gift items are 15-50 percent off.