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Cool Store: R.F. Moeller Jeweler

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R.F. Moeller Jeweler: Mark Moeller needed more space. To get it, he decided to move from the R.F. Moeller’s original location, where the firm had operated for more 50 years, to a luxurious new flagship store measuring 11,500 square feet.

R.F. Moeller Jeweler

R. F. Moeller Jeweler

Address: 2065 Ford Parkway, St. Paul, MN 55116
Phone: (651) 698-6321
URL: rfmoeller.com


Mark Moeller needed more space. To get it, he decided to move from the R.F. Moeller’s original location, where the firm had operated for more 50 years, to a luxurious new flagship store measuring 11,500 square feet.

The new store boasts state-of-the-retail-art features such as a full-service bar and a gym. The only problem? With all the traffic he’s getting, and his plans for bigger, grander events, Moeller is finding that the store is still not big enough!

STORE INTERVIEW

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What makes your store unique?

Probably our full-service bar. It’s centrally located and features an espresso machine. There is no beverage that we cannot offer our clients. Whether it’s a latte or a martini, we can get it for them.

We have a fabulous Lazare Diamond boutique that features a dedicated showcase for Lazare products. There’s also a full-service kitchen in the lower level of the store. Because we hold many events for clients and charities, we decided to prepare hors d’oeuvres on site.

In addition to that, there is a smaller, full-service kitchen on the main level, which we use to warm hors d’oeuvres during events. Staff also use the kitchens for breakfasts, lunches and dinners every day. Another nice feature is the complete exercise and workout facility we have on-site. It’s got satellite television, exercise bicycles, treadmills, a Universal-Nautilus system and an elliptical cross-trainer.

What’s it like inside?

It’s very open and inviting. As you approach the building, you notice the large picture windows on each side of the store.

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As you enter, you see nearly 300 feet of display cases … designed to match the back-lit sofas above. Amedium-dark cherry wood motif is seen throughout the store and is accented by stainless steel and glass. It is an upscale contemporary store that makes you feel like you’re in your neighborhood coffee shop.

Who did the design?

Anderson-Dale Architects designed all three of our stores. We worked very closely with them, including directing them on colors, design and enhancements.

Were there any specific requirements when it came to converting the building?

The entire space had to be gutted. We had to shut down Cleveland Avenue for half of the day in order to build our walk-in vault on-site. The safe weighs several tons, and the engineers determined that the floors couldn’t support the load, so we had to cut a hole in the roof and use a crane to bring in each wall and the door to the safe.

How much did it cost to adapt the building?

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Nearly $2 million. And yes, it was worth it.

Do you think all the special features in the store helps sales?

We had our best year ever last year, and this year we are up 20 percent over last year. Over the past three months, we are up 50 percent over last year!

Yes, the store helps, but if we didn’t have the best-educated staff in the country, an in-house design and repair studio featuring three platinumsmiths and goldsmiths, an inhouse watchmaker with over 35 years of experience, and who is a Rolex-trained Technician, and the fact that we represent jewelry that is among the finest in the world — including Lazare Diamonds, Mikimoto Pearls and Rolex timepieces, we would be just the proverbial “house of cards”.

What do you like most about the store? Least?

I like that the store represents who we are, what we’re about, and where we are going. The store is very open and inviting. It’s the perfect venue for us to show both existing clients and potential clients the difference between us and other jewelers. We build relationships. We don’t look for the one-time sale.

The only problem with the store is … it’s still  not big enough!  We can  accommodate 300 to 400 people, but we would like to be able to accommodate 1,000.

STORE IMAGES

{igallery id=”682″ cid=”110″ pid=”1″ type=”classic” children=”0″ showmenu=”1″ tags=”” limit=”20″}

This story is from the June 2003 edition of INSTORE

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SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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America's Coolest Stores

Cool Store: R.F. Moeller Jeweler

Published

on

R.F. Moeller Jeweler: Mark Moeller needed more space. To get it, he decided to move from the R.F. Moeller’s original location, where the firm had operated for more 50 years, to a luxurious new flagship store measuring 11,500 square feet.

R.F. Moeller Jeweler

R. F. Moeller Jeweler

Address: 2065 Ford Parkway, St. Paul, MN 55116
Phone: (651) 698-6321
URL: rfmoeller.com


Mark Moeller needed more space. To get it, he decided to move from the R.F. Moeller’s original location, where the firm had operated for more 50 years, to a luxurious new flagship store measuring 11,500 square feet.

The new store boasts state-of-the-retail-art features such as a full-service bar and a gym. The only problem? With all the traffic he’s getting, and his plans for bigger, grander events, Moeller is finding that the store is still not big enough!

Advertisement

STORE INTERVIEW

What makes your store unique?

Probably our full-service bar. It’s centrally located and features an espresso machine. There is no beverage that we cannot offer our clients. Whether it’s a latte or a martini, we can get it for them.

We have a fabulous Lazare Diamond boutique that features a dedicated showcase for Lazare products. There’s also a full-service kitchen in the lower level of the store. Because we hold many events for clients and charities, we decided to prepare hors d’oeuvres on site.

In addition to that, there is a smaller, full-service kitchen on the main level, which we use to warm hors d’oeuvres during events. Staff also use the kitchens for breakfasts, lunches and dinners every day. Another nice feature is the complete exercise and workout facility we have on-site. It’s got satellite television, exercise bicycles, treadmills, a Universal-Nautilus system and an elliptical cross-trainer.

What’s it like inside?

Advertisement

It’s very open and inviting. As you approach the building, you notice the large picture windows on each side of the store.

As you enter, you see nearly 300 feet of display cases … designed to match the back-lit sofas above. Amedium-dark cherry wood motif is seen throughout the store and is accented by stainless steel and glass. It is an upscale contemporary store that makes you feel like you’re in your neighborhood coffee shop.

Who did the design?

Anderson-Dale Architects designed all three of our stores. We worked very closely with them, including directing them on colors, design and enhancements.

Were there any specific requirements when it came to converting the building?

The entire space had to be gutted. We had to shut down Cleveland Avenue for half of the day in order to build our walk-in vault on-site. The safe weighs several tons, and the engineers determined that the floors couldn’t support the load, so we had to cut a hole in the roof and use a crane to bring in each wall and the door to the safe.

Advertisement

How much did it cost to adapt the building?

Nearly $2 million. And yes, it was worth it.

Do you think all the special features in the store helps sales?

We had our best year ever last year, and this year we are up 20 percent over last year. Over the past three months, we are up 50 percent over last year!

Yes, the store helps, but if we didn’t have the best-educated staff in the country, an in-house design and repair studio featuring three platinumsmiths and goldsmiths, an inhouse watchmaker with over 35 years of experience, and who is a Rolex-trained Technician, and the fact that we represent jewelry that is among the finest in the world — including Lazare Diamonds, Mikimoto Pearls and Rolex timepieces, we would be just the proverbial “house of cards”.

What do you like most about the store? Least?

I like that the store represents who we are, what we’re about, and where we are going. The store is very open and inviting. It’s the perfect venue for us to show both existing clients and potential clients the difference between us and other jewelers. We build relationships. We don’t look for the one-time sale.

The only problem with the store is … it’s still  not big enough!  We can  accommodate 300 to 400 people, but we would like to be able to accommodate 1,000.

STORE IMAGES

{igallery id=”682″ cid=”110″ pid=”1″ type=”classic” children=”0″ showmenu=”1″ tags=”” limit=”20″}

This story is from the June 2003 edition of INSTORE

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

Promoted Headlines

Most Popular