Brakes applied on plans for new Weston Jewelers store in Florida

Plans for a five-story luxury watch and jewelry store on Las Olas Boulevard in Fort Lauderdale has stoked a local outcry, according to the South Florida Sun Sentinel.

The store, planned by Weston Jewelers, would offer customers a variety of Rolex timepieces, a bridal studio, and a champagne bar.

However, locals and critics claim the building is too tall, with concerns that the developer’s request to rezone the back portion of the parcel from residential to commercial will lead to more rezonings.

There are also concerns over the developer asking for a 100% parking reduction.

Commissioners are expected to vote on the proposal May 19.

Reported by the Sun Sentinel, Anthony Battista, president of Villaggio Di Las Olas Condo Association, said: “The way they are designing it, it is an overpowering monstrosity of a building.

“These people are going to need a place to park. We are really going to have to fight back. We are opposed to a massive building on a small piece of property.” 

The comments were made during a neighborhood meeting organised by Jacquelyn Scott, president of the Colee Hammock Homeowners Association. The meeting was also organised by the Beverly Heights Association, the Las Olas Manors Condo Association, and the Villaggio Di Las Olas Condo Association.

“We are not against Weston Jewelers coming to Las Olas,” Scott said. “We oppose the current scale and parking approach.”

There are also claims that the building will stand at 88 feet tall, instead of the developer’s proposed number of 74 feet.

In response, an email campaign protesting the commission has been launched.

Stephanie Toothaker, attorney for the developer, was asked for comment by the Sun Sentinel.

Toothaker commented: “The original site plan that was proposed included almost 4,500 square feet of restaurant use and was higher.

“Through many discussions with the neighborhood, Weston Jewelers was asked to remove the restaurants and reduce the height.

“After much deliberation, and in an effort to be a good neighbor, Weston Jewelers made the decision to completely remove any restaurant use and reduce the height by 16 feet.”