Borsheims
" We match our clients' desires with specialty timepieces, and we work around the clock to meet and surpass their expectations. "
- Al Prather
Borsheims has long been a leading provider of jewelry, watches, and giftware since its founding in 1870 by Louis Borsheim. In 1948, Louis Friedman bought the business, and under his son Ike, Borsheims grew to be one of the nation’s largest, single-unit fine jewelry and gift retailers. As the store gained international prominence, with loyal customers in all 50 states and six continents, it captured the attention of Warren Buffett, who made it part of the world-renowned holding company, Berkshire Hathaway Inc., in 1989. Growth continues today under the leadership of Susan M. Jacques, who became Borsheims’ President and CEO in 1994. Susan manages the business with the same commitment that began years ago: provide an extensive selection of products and exceptional customer service at the lowest possible price.
The Omaha, Nebraska, store was remodeled in 2006, and now boasts an impressive 62,500 square feet, of which 25,000 are devoted to retail space. The remaining areas house corporate offices, an e-commerce division, repair shops, warehouses and support areas. The store’s layout was designed for the ease of Borsheims many customers. Al Prather, the Watch Buyer for Borsheims, adds, “During our 2006 remodel, the focus was on making the luxury shopping experience better for our guests. Visitors to Borsheims now find wider aisles, a more logical layout of the merchandise, an expanded engagement and watches area, a luxury salon with more private viewing areas, and lighting that was selected by the customers themselves!”
Beyond the lighting, Borsheim customers truly delight in selecting timepieces from the store’s vast inventory, which includes models by the most respected names in the Swiss watchmaking industry. Among the brands offered are Breitling, Breguet, Chopard, Corum, Cartier, IWC, Jaeger-LeCoultre, Montblanc, Omega, Raymond Weil, TAG Heuer, and Vacheron Constantin. “We match our clients’ desires with specialty timepieces, and we work around the clock to meet and surpass their expectations,” says Prather proudly.
In addition, Borsheims offers an extraordinary assortment of jewelry, with beautiful designs by Roberto Coin, Christopher Designs, Vera Wang, Beaudry, Barbara Westood, Marco Bicego, Judith Ripka and many more. Writing instruments by Montblanc, Cartier, Waterman and Montegrappa are enjoyed by all, as is giftware from a host of designers. Stunning pieces by Judith Leiber, Baccarat, Jay Strongwater, Lladro, Kosta Boda, Kate Space, Lalique and many more line the retailers’ showcases.
Customer satisfaction is paramount at Borsheims. The jeweler offers a 90-day return policy on all products sold within the walls of their store. “We also stand behind our watch manufacturer’s warranties, and will never hesitate to work with a customer one-on-one to address any issue for which they may express concern,” Prather says. Each member of the Borsheims sales team is expertly trained, through both in-house and vendor-led trainings, and they are fully equipped to entertain inquiries from the store’s many discerning customers.
Throughout the course of the year, Borsheims hosts a variety of events, the largest of which is the Berkshire Hathaway Shareholders weekend. During the first weekend in May, thousands of Berkshire Hathaway shareholders from around the world descend on Omaha to meet with Warren Buffet. Admittance to the exclusive event requires ownership of at least one share of Berkshire Hathaway stock. Yet, even with Berkshire A shares trading at well over $100,000 each and Berkshire B at more than $4,000 per share, stockholders happily travel from around the globe to be part of the annual event. Borsheims’ vendors host trunk shows during the weekend, and offer special pricing to the shareholders; and in 2007, more than 35,000 people graced the store during that particular weekend!
Additionally, the Omaha-based retailer proudly partners with their watch brands to support and host a number of local events each year. Recently, such events have included TAG Heuer and the Cox Classic Golf Tournament—a PGA Nationwide Tour event, and a grand celebration in conjunction with Omega to benefit the Make-A-Wish Foundation of Nebraska. Annually, Borsheims donates to nearly 450 local charities, in the form of watches and jewelry, financial sponsorships, and active participation by the store’s employees.
With a history that spans over a century, just what is Borsheims’ secret to success? “Borsheims has grown into one of the nation’s largest independent jewelry stores by operating on the same principles for several decades,” shares Prather. “We offer an extensive inventory, exceptional customer service and the lowest possible price for the items sold in our store. For our watch customers, this means they get an unbelievable selection of watches, combined with incredible attention and knowledge from our sales staff.”
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