Leading Ladies 2016

Sharon Vieira

Owner – J&J Diamond Jewelers


Sharon Vieira has had to endure what no parent should ever: the death of a child. After her son Jason passed away from a courageous battle with cancer, she decided to change the course of her career and life. With a decade of managerial and buying experience at a national jewelry chain coupled with wholesaler connections, she took the leap and opened her own jewelry retail shop in Fall River. J&J Diamond Jewelers, named after Jason and her other son Justin, set out to sell fine jewelry well below retail prices. “I’m proud to say that we have continued to stand by our plan,” Sharon says of her family business she runs alongside her daughter-in-law Danielle and niece Heidi. “It’s very rewarding to make our customers happy by giving them a great product at a great price.” With a stellar reputation for personable customer service, unique inventory, custom designs and affordable prices, the business grew, eventually taking over the plaza with the help of a business partner. “We’ve never lost sight of what was important to us, our integrity,” Sharon says. “We know Jason has had a big hand in our success.”

167 Borden Street, Fall River • 508-676-7169



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