Helzberg Diamonds, a staple at Towne West Square since it opened in 1981, is leaving for NewMarket Square at 21st and Maize Road.

“The New Market Square location is a terrific off-mall type location that will allow us to continue to serve customers on the west side of town,” said Marti Greathouse, Helzberg’s director of corporate communications, in an e-mail.

The jewelry store will remain open at Towne West until this fall when it moves to NewMarket.

It’s opening in the same strip center along Maize Road as Bella Luna Cafe. It will be on the opposite end where a Sleep Number store used to be.

Helzberg, which years ago had a downtown store, also has one on the east side at Towne East Square.

Towne West has struggled with a dwindling number of tenants in recent years along with problems keeping the electricity on at the building.

Greathouse said the Kansas City, Mo.-based chain has no other Wichita-area plans for now.