A North Dakota Jewelry Store Takes Shape Around a Classic Movie Motif

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How did you realize your dream of a Hollywood glam store in North Dakota?

When we did the first interviews with Leslie McGwire, I told her about Hollywood glamor and wanted her to watch some old movies. Then I asked her to imagine what Fred Astaire and Ginger Rogers would look like as a jewelry store. We have bespoke chandeliers that look like a cascade of diamonds. The light from the chandeliers dances on the marble floors as if it were a ballroom. The wallpapers were selected to look like dresses from the red carpet, sequined, almost like fabric. We have large black and white portraits of some of our favorite actors and actresses framed in black and gold. It turned out really sexy. It’s nice.

How is this store different for North Dakota?

The vision was to give our community something they would normally travel or go on vacation to experience. We don’t even have big stores. There is no real shopping experience in North Dakota because we are so isolated. We wanted to spoil them rotten. He was very well received. It’s the magic behind it, the wedding bell tower, the Wine and Shine Bar, the complimentary wine and mimosas. Saturday has become mimosa day. Everything is done to offer them this pampered holiday experience that takes them away from reality for a few moments. They talk about it and word of mouth is powerful. It certainly helped us grow.

What do you and Sharon like to do when you have free time?

When we’re not working we like to drive our classic cars, we go to car shows. Our love for classic films has evolved together. We always watch IT’S A WONDERFUL LIFE together at Christmas. We started watching Turner Classic Movies on our weekend date nights. In 2011, we started traveling to the classic film festival in Hollywood. Now that’s something we never miss. My wife likes to buy retro outfits. Since we take annual trips to the Hollywood Film Festival, she has her favorite retro clothing boutiques that we visit every year. We love old stuff, old cars, old style, classic movies and retro style in clothes.

What have you done recently to encourage commitments?

There has been pent-up demand for travel and weddings. Any couple who spends over $4,000 on an engagement ring gets a trip for two to Cancun. We organize most of our events around the wedding, and a lot of people in central North Dakota get engaged because they want to go to Cancun. I bought dozens of vacation packages at a time. We launched it in January and now we have around 80 couples going to Cancun in two and a half months.

What are your main roles in the company?

I’m mainly on the marketing side of the business and Sharon has a strong background in bookkeeping and accounting. We both do sales.

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