For nearly 60 years, Royal Jewelers has offered quality jewelry and warm service to the Merrimack Valley, New Hampshire and beyond.

Their elegant store at 58 Main Street, Andover is known for having the largest selection of designer jewelry in New England, a source of pride for owners, Steven and Paula Leed. The Leeds are also proud of maintaining a loyal customer base attracted by quality jewelry at all price ranges.

"We sell the gamut, from $9.95 silver charms to a million dollar necklace," said Paula. "We cater to everybody. Every customer gets the same attention, the same wrapping, the same bag. We cater to whole families, to each generation."

Her brother, Steven, points out that Royal's competent, well-trained staff does not work on commission, so are never pressured to make a sale. "We have a friendly and warm staff."

Royal offers the ultimate in service with five gemologists on staff, a full-time European-trained watchmaker and three full-time jewelers who create and service old and new jewelry.

Shopping for the holidays is fun at a store with so much to choose from. Looking for a watch that will be a fashion statement as well as a time piece? Royal Jewelers' high end watches and designer jewelry attract customers from all over New England and the world.

"We are known for our incredible collection of watches," Steven said. "Royal sells 20 different brands of watches with 100 watches per watch house."

There is a critical shortage of watch movements, world-wide, fueled by a demand from new millionaires in emerging markets such as Russian, China and India.

"We get calls for watches from all over the world because of the demand. Watches are more of a fashion statement than ever. People appreciate the craftsmanship that goes into them," said Steven who admits to having a passion for quality watches and making many trips a year to Switzerland and Italy to meet with designers. Royal carries the world's great watch designers, including Cartier, IWC, Michele, Charriol and America's own sought-after designer, David Yurman.

In fact, Royal has a David Yurman boutique inside the store, the first of its kind in the world where prospective customers can view the entire line of David Yurman iconic watches, bracelets, necklaces, rings, earring studs and hoops. Royal has a David Yurman for any budget, starting with $130 and going into the thousands. All David Yurman designs have his famous cable theme.

Looking for a gift for the new baby? Royal has a wide selection of Kids Yurman and Baby Yurman. Six Royal staff members are Yurman-trained specialists.

The famous Hearts On Fire diamond has its own boutique in the store, the largest of its kind in the world. Hearts On Fire diamonds are known as the most perfectly cut diamonds sold.

The Leeds are always on the lookout for new designers. Just in time for the holidays, you can see the complete line of two new Italian jewelry designers, Pianagonda and Marco Bicego.

Immediately inside the front door, customers can find a complete selection from the American designer, John Hardy. Nearby is another American, Michael Beaudry, designer for the stars in Los Angeles.

Some Royal customers create their own "wish list" to make it easy for their loved ones to buy them what they really want. In anticipation of a special occasion, they can choose favorite jewelry from any designer and put it on their wish list. The gift-giver knows he can't go wrong in choosing the perfect gift.

Royal also has a "Back Room," really, the sales room where discontinued items are sold at tremendous savings.

"It's not unusual to find a $2,000 item in here for $500," Steven said.

Royal Jewelry is a family business.

Steven and Paula, second-generation owners, grew up in Andover. "We never forget where we came from," Paula said. "My father worked so hard to start this business and keep it going through difficult times."

Their father, Bernard Leed, open an independent retail jewelry story in Lawrence in 1948. His wife, Sel, eventually joined the business. Steven and Paula grew up in the store, but became involved full-time in the 1970s. Bernard died in 1985.

The family moved Royal Jewelry to downtown Andover in 1992. Sel Leed remained a familiar, beloved presence in the store until recently when she became ill. She died in October.

The warm, personal touch of knowledgeable staff combined with distinctive offerings from the world's most desired jewelry remains Royal Jewelry's hallmark.