Rhode Island Jewelry Store Embraces Technology and Comfort With Major Expansion

Baxter’s Fine Jewelry, Warwick, RI

OWNER: Paul Messerlian; FOUNDED: 1960; OPENED FEATURED LOCATION: 1969; RENOVATED: 2023; AREA: 12,000 square feet; DESIGNER: Leslie McGwire; SHOWCASES: Artco; LOCAL ARCHITECT: Saccoccio and Associates; LOCAL CONTRACTOR: Chirico Construction; DISPLAYS: Box Brokers; EMPLOYEES: 21; TOP BRANDS: Omega, IWC, Bell and Ross, Lagos, John Hardy, Fope, A. Jaffe, Tacori

Paul Messerlian

PAUL MESSERLIAN GREW UP working in a jewelry manufacturing business in Rhode Island founded by his parents. Although the family business later shifted into retail, those formative years influenced his approach to the jewelry business.

Bob and Gloria Messerlian found a passion for the jewelry industry and began their business in the heart of Rhode Island’s manufacturing district, specializing in pearls. From the start, there was a commitment to quality, customer service and integrity. Their son Paul and granddaughter Janina are equally committed to those goals.

A familiarity with machines led to Paul’s embrace of new technology. “I didn’t realize when I was a kid in the factory running machines that I was learning the business,” Messerlian says. “Now I know every aspect of it.”

“Some people, like accountants, say don’t buy the machine until you have a need for it,” he adds. “But I buy the machine because I want to see what I can do with it.” This approach anticipates rather than reacts to customer needs. “I don’t want to say no to a customer,” he says.

By the time Messerlian graduated from college, the business had become both wholesale and retail. When retail began to grow faster than wholesale in the mid-1990s, the family auctioned off the factory equipment and expanded the retail showroom into the space.

Over the years, though, as technology changed, Messerlian wanted to do more work in-house. Re-enter the machines. “With CAD, I can make anything and it comes out beautiful because the piece is custom-made for the stone. It’s easier to make something than to communicate to a vendor what we need.”

About 75% of engagement rings, for example, are made in-house. Messerlian prefers to make heavier gold pieces than what he’s found readily available from wholesalers. Another advantage is that he can keep the CAD file of the engagement ring and make a matching wedding band without having to ask for the ring back from the customer.

“We have everything,” he says. “Multiple laser machines and laser engravers. The other day we melted a cross that a customer’s father had worn; his daughter wanted to melt the gold and make a ring with pave-set stones for herself. A lot of places won’t do that for one piece.”

As manufacturing boomed to accommodate the custom business, space became an issue. The CAD department was on one side, and jewelers on the other. The floorplan wasn’t functional on the sales floor either. Often, several diamond engagement ring shoppers would crowd around the horseshoe-shaped case layout, making privacy impossible.

Messerlian embarked on what turned out to be a two-year project to add 4,000 square feet, an expansion that nearly doubled the size of the showroom and brought the interior appearance of the store up to a level that Paul believes befits Baxter’s reputation. The addition was built as a separate structure, so Baxter’s could remain open during the project. Because they had knocked down a concrete wall in the old structure, they had to build a huge, temporary plywood wall for security until the new building was complete. “We didn’t close one day,” he says.

Store designer Leslie McGwire reimagined the space to create sections that showcase different collections and styles. The layout balances open spaces and intimate corners, creating a sense of discovery. The interior design marries classic elements with contemporary aesthetics. Artco display cases, custom-designed furniture, and a warm-toned, cohesive color palette create a sophisticated ambience.

The layout balances open spaces and intimate enclaves, creating a sense of exploration and discovery.

The expansion brought the machines and the jewelers together and visible to customers through windows. A dark wall and distinct cabinetry in front of the windows draw all eyes to the shop. “I wanted to be able to point through the glass and say, ‘Here is our factory.’ Because most jewelers don’t have that. That gives us huge credibility.”

Another huge dose of credibility came when Baxter’s was selected to source and set the gemstones for the Kentucky Derby Trophy last year, which marked the 150th anniversary of the trophy. It features gemstones only every 25 years.

Manufacturer S.R. Blackinton of Rhode Island, which has made the trophy for decades, approached Messerlian about the gemstones. The trophy features more than 300 rubies, emeralds and diamonds all selected by Paul and set by Baxter’s master jeweler. Marquise and round emeralds on the side are meant to look like leaves; rubies resemble roses. The trophy is crowned with diamonds.

While the trophy was in the store, Messerlian was thrilled to show it to customers. “When someone comes in, if they have a question about what we can do, we can say, here, we did this! That gives them confidence in our capabilities. It was good for our reputation and our commitment to the industry.”

With the expansion, Baxter’s also added a customer lounge, an extension of the overall experience, where customers can relax and enjoy a one-on-one consultation with staff or sip a freshly brewed espresso or cappuccino from the in-house Fifth C Coffee House. The Fifth C stands for comfort, communication, caring, calm and yes, coffee, too. McGwire defined the Fifth C space with a dark-painted ceiling and a sparkly glass mosaic wall.

“We seem to get copied a lot,” Messerlian says. “So I thought, what can I do that no one is crazy enough to copy?” To have the best coffee in the area, he sought out the best coffee machine, which he found in New York; it’s a double-head Cimbali machine imported from Italy and designed for a medium-size coffee shop. “I also have an automatic one, the same brand, that customers can serve themselves by using an iPad on the front of the machine,” he says.

The salesperson told him it was more than he needed, but he disagreed. “I like coming in in the morning; I get my cup of coffee, put the lights on and think. ‘Wow, that looks beautiful.’ I feel like I can compete with anyone now.” The warmth of the coffee shop and the space of the showroom allow for an elevated customer experience and room to accommodate a variety of activities. Baxter’s showroom had enough space in 2024 for four Christmas trees and a meet-and-greet with Santa Claus. “We had a big line to see Santa,” Messerlian says.

The Fifth C Coffee House is defined with a dark-painted ceiling and a sparkly glass mosaic wall.

“But on the other side of the showroom, there was room to have a barista making coffee, hot chocolate and eggnog lattes, and for the sales team to sell diamonds. All year round, customers can sip a cappuccino, check their email and wait for a repair.

“We don’t have a mission statement. We have three words: Comfortable trusting relationships. This coffee shop does that.”

He also greatly appreciates the updated lighting. “Before, our colorless diamonds didn’t look good over the showcases with fluorescents and metal halide, and we had to take people outside to look at a diamond.

“We thought about it all so much that everything works. I can concentrate on growing the business and not worry about what needs to be changed anymore.”

Five Cool Things About Baxter’s Fine Jewelry

1. A HEAD START. Customer input is informal, but it does influence buying and making decisions. “Because we do custom, we know what styles are in demand and know when that’s a style we should try to get a resource for or make it or do a combination of both. We don’t have a meeting with customers about what we should buy or make, but they’re involved more than they know.”

2. SUSTAINABILITY. Baxter’s Fine Jewelry incorporated environmentally friendly materials in its interior design, embracing a commitment to responsible business practices. From energy-efficient lighting, recycled materials and a bottle-filling station for employees, the showroom reflects a dedication to reducing its footprint while maintaining a luxurious and inviting atmosphere.

3. COMFORTABLE TRUSTING RELATIONSHIPS. “We have staff meetings every Saturday morning about our culture. They get the culture of the store and will bend over backward to solve a problem.” Outside of the store, they reinforce their objectives by having special events, such as a customer appreciation party for 350 people at a Top Golf. At these events, the objective is not to make immediate sales but to forge comfortable trusting relationships between staff and customers.

4. VIRTUAL TRY-ON. Baxter’s has a virtual try-on station where a customer can see what any size or shape diamond will look like on their finger. “If they want to try on a 3-carat heart-shaped diamond, well, nobody has that in stock. When they can try it on anyway and see how it looks, you should see their faces. We like tech. We like anything new.”

5. SOCIALLY ENGAGED. Paul’s daughter, Janina, has brought Baxter Fine Jewelry’s online presence to a new level. Over five years, they have seen a 300% increase in social media followers and interactions. Janina uses social media to ask customers for opinions on what Baxter’s should carry, which has had an impact on social media engagement as well as sales. They also revamped the website to make it more e-commerce friendly and easier to navigate.

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