TOWNSEND -- Owning a jewelry store is in Harry Simonian's blood.

Following in the footsteps of both his father and his grandfather, Simonian opened a new jewelry store in December. But while his family members have worked in Boston, Simonian is bringing the fine jewelry business to Townsend.

Owned by Harry and his wife Eva Simonian, Townsend Fine Jewelers is now open in the plaza across from North Middlesex Regional High School.

In addition to a retail outlet, the owners also offer jewelry repair, and allow patrons to custom design their own pieces.

"We can work with them to create something to fit their budget," Simonian said. Many customers, he said, bring in photos of engagement rings or other special pieces that they like so that he can design a similar style.

The store fills a void, Simonian said, with no other fine jewelry sales and service shop in either Townsend or the surrounding towns.

"You always have to look for what's missing in the market. This is not just sales, but service. When you're shopping for something like an engagement ring, it's precious. You want it to be made by people who care," he said.

The store also sells items such as purses and scarves, and is looking to carry more merchandise from local vendors, including candles and lotions.

Simonian said that the personalized service and ability to help customers get exactly what they're looking for is what sets his store apart.

"We're not a big chain like Kay or Zales. You get personalized service here. We do all the work ourselves, so it's not cookie cutter," he said.

Much of the jewelry for sale is either assembled by Simonian himself or made by local designers, including Simonian's wife Eva. Her line of beaded jewelry is among the items available.

The store features items for every budget. Cases are organized from least expensive in the front of the store to most expensive in the back, so that customers can target pieces that fall within their price range, from $4 earrings to $4,000 engagement rings.

Simonian said he chose to open the store in Townsend because he has lived here for nine years, and thought the area could use such a business.

And while the business is still getting off the ground, Simonian said he has seen positive reactions from many in the area.

"People are excited to have something like this in Townsend," he said.

Follow Chelsea Feinstein on Twitter and Tout @CEFeinstein.