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Beer And Bling: What It Takes To Make It In Dog Town, USA | July 09, 2014 (1 comment)
Bend, OR—The tourist information center for Bend, Oregon calls the town "the place where you go to play." Happily for Saxon's Fine Jewelers, located in Bend, it's also the place where you go to buy jewelry.
Bend is a town of almost 80,000, in a fairly isolated region of Oregon. According to second-generation jeweler Natasha Henderson, "You can snow ski here in the morning, go river rafting, and then do 18 holes of golf all in one day. It's a world class place for rock climbing and mountain biking as well." Henderson recently spoke with The Centurion about her business and her town.
"My parents, Ron and Annette Henderson, started the store ‘30-one-derful’ years ago with their partner Bruce Plummer," says Henderson, who is the same age as the store. "We began as a wholesale trade shop doing repairs and grew into a retail store. We're in a small town, originally a logging town, but with a lot of tourism. Ten years ago, we had the opportunity to move into a historical building. The building was originally a fuel building that powered the nearby mill." The area, the Old Mill District, offers a number of historical buildings now made into a lifestyle shopping area.
Natasha Henderson, second-generation jeweler.
According to Henderson, the original bricks remain on the outside of the building. "The interior was redone in a 'ship in a bottle' method. The exterior remained intact but the inside was rebuilt, including the support beams that are its structure." The store's building is designated a historical landmark in Oregon.
The exterior of the building that houses Saxon's, named to InStore magazine's list of Cool Stores in 2007. At top of page, a closeup of the jewelry store entryway.
Saxon’s counts a wide cross section of the local population as clients. "We cater to a large geographic region because our city is so isolated. It is important to us that we have something for everyone, whether it is the first gift a boyfriend gives his high school sweetheart, a child shopping for mom, or an exquisite heirloom piece. We offer the nicest quality at the best price. Over the years our inventory has expanded and we now offer a lot of fashion jewelry as well as bridal and designer jewelry."
Henderson includes women self-purchasers as customers, and often works with those customers herself. "I talk to my clients about a signature look. While we all see celebrities wearing all sorts of jewelry, if you look you can see the pieces that reoccur—the ones they really like. I find out from my customers who they admire and create their own personal look around it."
Saxon's offers a Bend charm, originally commissioned by the city, to customers who want something locally designed. They also work with a local artist who creates in silver and gemstones, Noble Silver, a tourist favorite.
Saxon's designer lines include: Hearts on Fire, Roberto Coin, Simon G, Naledi, JB Star, Todd Reed, Dove’s, Raymond Weil, Michele Watches, and Rolex. The store is roughly 3,700 square feet, with 2,200 square feet devoted to the selling floor. Saxon's has 13 employees, and offers both jewelry and watch repairs on premises.
The interior of Saxon's Fine Jewelers, above, which features an original saw from the Old Mill that cuts through from the lobby to the store interior, below.
Saxon's Fine Jewelers has a wide marketing/advertising outreach. "We do all forms of advertising," says Henderson. "We're heavy in print, radio and billboards.” Saxon's Fine Jewelers has an internet presence as well, which is being redesigned. They are active on Facebook and Pinterest as well.
Special events are also a focus at Saxon's Fine Jewelers. "We do some really fun events," says Henderson. "The Ghost Tree Invitational is an annual non-profit fundraising event we are involved with." A ghost tree is a juniper tree, prevalent in Central Oregon. When the junipers die, the tree fades and takes on a ghostly pallor, hence the otherworldly look. "The event culminates with dinner on the golf range," says Henderson. "Its golf by day and jewelry at night. There are over 20 food vendors on the course. We have a full display of our jewelry and adorn many of our clients with fabulous pieces for the event."
The Ghost Tree invitational.
Much of Saxon's Fine Jewelers business revolves around tourism. Oregon is sales tax free, a big draw for tourists. "People feel good about spending money here. Many of our customers live here part time, but have second (or third or fourth) homes here. They are family oriented and come here often."
Henderson jokes that everything in Bend revolves around food and beer, dogs and the great outdoors, or in her words, "Beer and Bling. We're known for our craft beer, and as Beer Town USA for our micro-breweries since our water is so great."
Bend is also commonly called Dog Town USA for the many four legged canines in Bend. Henderson says that often customers come in to visit right off the trail system that runs along the bank of the river in the Old Mill District, bringing their dogs in to visit Saxon’s. One local saying in Bend is 'Hi my name is ..... What's your dog's name?'
Henderson loves life in Bend -- and her dogs -- although she also clearly has a great affection for going away. "I love to travel," she says. "my Mom and I are known for our travels. People are always asking where we've been or where we're going."
Henderson's first jewelry store experience was when she was 14. Her assignment was to shadow a worker in the store, and that ignited her interest. "After the shadowing, I asked if I could work here. They made me apply -- and I got the job! I started cleaning toilets and filing. I had already passed 'cleaning glass.'" Still, Henderson worked in other jobs in Bend and while in college before coming back to the store and working full time nine years ago.
"Bruce convinced me to come to work in the store," says Henderson. "Today I run the store, managing inventory, marketing and selling." Henderson's parents and partner Plummer are still active in the business today.
And the best part of Henderson's job? "It's different every day. I can make it what I want to make it. I have a great team. We all love working with our clients and the relationships we build."