In 1965, Jim Ellis felt ready to take on new product lines. He seized the opportunity to establish a bridal and gift department. New Brides-to-be were able to register gift ideas, thus avoiding the duplication of wedding gifts. They could choose between 110 china and 90 flatware patterns. The store also offered 300 watches, 2000 rings, 675 necklaces, 900 ear ring pairs, and 220 bracelets. Men could choose, besides jewelry, electric shavers, wallets, and deluxe writing instruments. Consultants were always available to help with decision making.
This was the appearance of Ellis Jewelry when it opened its bridal and gift department in 1965. It remains an important part of the store’s business.