A fixture of downtown State College for seven decades will soon be closing.

Moyer Jewelers, 100 E. College Ave., will close after the winter holidays, owner Lori Moyer said in a press release on Friday.

“My grandfather loved State College, as do my parents and I,” Moyer said. “This is home and we’re proud that Moyer Jewelers has been Happy Valley’s premier jeweler for generations of friends and families.

“It’s a sad and happy time for us. Business has been good, but I’ve been involved in the business since I was 9 years old. We feel the time is right to take a new direction in our lives.” 

The late B.P. Moyer founded the business in 1949 and since then it has been passed down through three generations. Lori Moyer has operated the store since her parents, Gary and Judy, retired in 2008.

A going-out-of-business sale will begin on Tuesday with its entire inventory at “the lowest prices in our history, up to 70 percent off,” according to the press release.