REXBURG – A longtime jewelry store in Rexburg is under new ownership.

Alpine Jewelers, which has operated at 7 West Main Street since 2008, is now Noble Jewelers. The name change went into effect on Nov. 1, though new signs won’t be installed until next week.

Scott and Hollie Noble, who own Noble Jewelers, were co-founders of Alpine Jewelers decades ago. In a conversation with EastIdahoNews.com, they declined to go into detail about the reason for the name change, but they did say the Alpine Jewelers location in Ammon will continue under that name as they move forward with their brand in Rexburg.

“Our two stores are now moving forward under separate names as both co-founding families take on new adventures,” Hollie says, noting that they’re partners in another store in Twin Falls.

The

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