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Greenberg’s Jewelers plans to close its Southridge Mall store in September and open a new store in Jordan Creek Town Center on Oct. 1.

“We felt we would be able to do more business there, obviously,” said co-owner Amy Greenberg, who said the company received a “very attractive offer” from Jordan Creek to relocate there.

“We loved being in Southridge Mall; we were there for over 20 years,” Greenberg said. However, the mall “has really let its tenants down by not revitalizing,” she said. Approximately one-third of the spaces at the struggling mall are vacant, according to an interactive map on the mall’s Web site.

Greenberg’s was founded in 1900 by Jacob “J.H.” Greenberg, who emigrated from Lithuania to Iowa when he was 13 and started the business by repairing watches in the front window of a crockery shop in Sioux City. The family-owned company operates five other stores in Iowa, including a free-standing store in Ankeny and a Valley West Mall store, plus locations in Omaha, Neb., and Sioux Falls, S.D. The Jordan Creek store will be located on the second level near Scheels All Sports.

This fall, Greenberg’s will introduce several new brands at each of its stores, among them Kathy Ireland jewelry, freshwater cultured pearls by Honora Industries Inc. and bead bracelets by Chamilia Inc., as part of a “fashion-forward” initiative to encourage women to buy fashion jewelry for themselves.

“Almost 80 percent of our business is in engagement rings and diamonds, but we’ve ventured into this area to connect with women, who do 90 percent of purchases of jewelry,” Greenberg said.