A Winnipeg-based business is bucking the downward trend in these tough economic times.

Ben Moss Jewellers is opening seven new stores this year — two in Alberta and five in Ontario.

Three of the stores will be in the Toronto area: Sherway Gardens Mall, Fairview Mall and Scarborough Town Centre. The other two will be in Calgary and Edmonton.

Winnipegger Brent Trepel, the company's CEO, said real estate opportunities have arisen in some cities that are just too hard to resist.

"Our plans called for fewer stores to open but because of the economic market, some additional opportunities have come up that we didn't expect," he said.

He expects the expansion to create about 70 jobs in total.

Ben Moss currently has 56 locations coast to coast. The company is also renovating five stores in B.C., Alberta and Ontario.