Kessler's Diamonds Plans Downtown Milwaukee Store

Germantown, WI, May 6, 2015 (Newswire.com) - A big name in diamonds will come to downtown Milwaukee this fall when Kessler’s Diamonds opens a store in the George Watts & Son building. The new store will open Oct. 1, occupying 2,200 square feet of space in the building at Mason and Jefferson streets in downtown’s East Town section.

“This is a fantastic and vibrant area, and our store there will give us a strong presence on the east side of metro Milwaukee,” said Richard Kessler, president of the employee-owned company. “With the Pfister Hotel across the street, Northwestern Mutual constructing its new office tower nearby, all the other great businesses and the activities such as Jazz in the Park, it’s a very attractive part of town,” he added.

"This is a fantastic and vibrant area, and our store there will give us a strong presence on the east side of metro Milwaukee."

Richard Kessler, President

While he praised the neighborhood’s vibrancy, he also is excited about being part of a wedding-focused destination, as the building is home to George Watts & Son, Watts Tea Shop, Zita Bridal Salon, and Walny Legal Group.

A Premier Bridal Destination

“Kessler’s Diamonds is a perfect fit for us,” said Sam Watts, president and COO of George Watts & Son. “I was thrilled when Zita Bridal Salon located here nearly four years ago. With Kessler’s Diamonds, our building becomes the premier bridal destination. The industry leaders will all be in one location.”

Kessler’s Diamonds deals exclusively in diamonds, and is Wisconsin's largest seller of diamonds and diamond engagement rings.

The downtown space is being designed by Milwaukee-based Retailworks, Inc., a nationally recognized leader in retail store designs that create great customer experiences. The interior will be a visual showpiece with unique finishes, specialty lighting, and clever focal points. Key windows will have “New York style” art installations, creating a buzz on Mason and Jefferson streets. Changed on a regular basis, those displays will become a “must see” for locals and out-of-town visitors, Kessler said.

“We’ll have a very inviting appearance that will have a bit of a twist on the already strong Kessler’s Diamond brand design to appeal to the downtown market while respecting the historic integrity of the iconic Watts building,” Kessler added.

Store hours will be announced as the opening date nears.

The building’s valet parking will be available to Kessler’s Diamonds customers.

Prominent Location

The space was made available when DeLind Gallery of Fine Art owner William DeLind decided to retire and close the business. Besides his collection of fine art, passersby will remember the location as headquarters for the popular “Beastie” sculptures. Watts said he immediately thought of Kessler’s Diamonds as a new tenant for the space, based on its reputation and the synergies the diamond center would create with the other businesses there.

“One of our great assets is the reputation we’ve earned over our 150 years in business,” Watts said. “When we have space available, we look for stellar businesses that have earned excellent reputations, as well.”

Employee Owned Company

Kessler’s Diamonds is unique among jewelry stores in that it is employee owned.

“We initiated an Employee Stock Ownership Plan in 2011 and now have 110 employee-owners,” Kessler said. “I truly believe that because our employees are also owners they are more passionate about their work, and thus, our customers get a higher level of service.”

New Store Completes Metro Presence

The company now has diamond centers in Appleton, Brookfield, Germantown, Greenfield and Madison. And as part of its aggressive expansion plan, also will open a diamond center in Grand Rapids, Mich., on Nov. 1. Corporate offices are in Germantown.

“With the downtown Milwaukee center, access to a Kessler’s Diamonds will be very convenient to anyone in the metro area,” Kessler said.

At Kessler’s, the motto is, “We Do Diamonds Better Because Diamonds Are All We Do.” The switch to diamonds-only came about in 1991 after Kessler spent a weekend with Tony Robbins and was inspired to set himself apart and succeed based on superb customer service.

Kessler’s voice is recognizable to anyone who listens to radio, via the distinctive commercials that regularly air. The spots have been airing for more than 24 years and are unique in that they are strictly educational and entertaining and never promote a sale – as Kessler’s Diamonds does not have sales. “We have fair and honest bottom-line pricing every day, so our customers don’t have to wait for sale or haggle for a better price,” Kessler said.

The company supports the community by its involvement in fund-raising events for the American Cancer Society, ABCD – After Breast Cancer Diagnosis, and the Make-a-Wish Foundation of Wisconsin.