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Baxter’s Fine Jewelry: How An Old-Line New England Manufacturer Became A Luxury Retail Jeweler | April 23, 2014 (2 comments)
Warwick, RI—In this industry, when one thinks of Rhode Island, one generally thinks of manufacturing. And manufacturing is exactly where Baxter's Fine Jewelry began in the 1950's. Today, however, Baxter's Fine Jewelry (left) is a prestige jeweler servicing jewelry lovers across Rhode Island and beyond. The Centurion spoke with Paul Messerlian, proprietor, about the store's journey from one part of the industry to another.
"My father was a salesperson for Lee's Manufacturing," said Messerlian. "He then began manufacturing himself, first by importing scarabs from Germany, then moving into the stone business. He used to work out of the basement at night. As his operation grew, he added chaining machines. I used to go to sleep at night to the sound of the chain machines running in the basement."
In 1960, Messerlian's father, Robert Baxter Messerlian, bought a building for manufacturing. And yes, that's where the name Baxter's Jewelers originates. In the late 1960's, Robert expanded with additional adjacent land. In order to keep production moving, he simply built one building around another—and didn't lose a day's work.
Paul Messerlian, owner of Baxter's Fine Jewelry in Warwick, RI.
During his high school days, Messerlian has fond memories of going to the MJSA Show, at that time in Providence, RI. He would take the bus after school to the Show. Then, like a typical teenager, he'd nap under one of his dad's tables in the booth while business went on above his head.
The company grew and made component parts. In the end, however, it could not compete with overseas production due to plating and labor costs. "We had five earring machines making one hoop per second. It still wasn’t enough," said Messerlian.
While manufacturing was on the decline, retail was beginning to move. "People would come to the building, that's how retail started," said Messerlian. "In the beginning, it was a little retail store and a big factory. Today, it's a little factory and a big retail store."
That retail store today is in the same location as the old factory. The building is about 6,400 square feet with 4,500 square feet devoted to the showroom. The company employs 25-35 people, depending on the time of year. Turnover among employees is low.
Messerlian's parents still come in every day. "People love to see my dad; he has a nice following. My mother still sells as well," he says.
And the next generation? "I have one daughter, Janina, she's interested in the business. She's now 16, and has been working here part-time for four years."
Below, the old factory building, top, and Baxter's Jewelers today.
Messerlian credits the brands he carries with bringing a little something extra to the store. "While we manufacture some inventory ourselves, we also have partnered with a number of fine brands that offer something to our customers. For instance, Heart On Fire brings enlightenment to cut, and Tacori brings style. We appreciate these extras."
Interior views of Baxter's Fine Jewelry, above and below.
Baxter's Jewelers stocks and sells a good amount of bridal goods. "We're definitely skewed toward bridal," says Messerlian. "Fashion jewelry goes in and out so we concentrate more on bridal."
Baxter's Jewelers bridal customers are mid-20s to late 30s range. "That's who we are seeing. Kids today often have good jobs; they are affluent. They are looking for quality bridal engagement rings, not just price points."
Baxter's outdoor advertising campaign.
For marketing/advertising outreach, "We use direct mail, billboards, radio and some print," says Messerlian. "We starting to dabble online." Baxter's Jewelers website is here, and they have an active Facebook and Twitter audience as well.
The company also offers special events and trunk shows to its customers. Upcoming shows include events with Tacori, Hearts On Fire, Charles Krypell, as well as remount and diamond events. Baxter's also offers custom work with jewelers on staff and laser welding machines on premises. The company promotes the Baxter's Design Center, the BDC, for custom work to their customers.
Baxter's designed this special starfish pendant with pink gold, to benefit breast cancer research.
So what is Messerlian's favorite part of the industry? "I like making our customers feel good," he says. "We have a passion for what we do. We're not in the business just to sell; we want to give people a good quality product."
Messerlian's father had a saying that sticks with him today. "The bitterness of poor quality remains long after the sweetness of low price is forgotten." Those words are on a sign that still hangs in his office and helps to guide his company. "We want to see the customers again, not the jewelry," says Messerlian, summing up his company philosophy. Clearly those words have been an excellent guide.