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Inside Friedman’s Jewelers: How Southeastern Armory Built a Niche in Augusta’s Firearm Market October 22, 2024 (0 comments)

Savannah, GA--Southeastern Armory, operating from a section of Friedman's Jewelers in Augusta, has become a go-to destination for firearm enthusiasts. While Friedman's is renowned for estate jewelry, the gun business within its walls has grown into a significant regional player.

[Image via Friedman's Jewelers/Facebook]

According to Augusta Magazine, this unusual combination reflects the store's evolution into a retail space catering to luxury and practical needs.

Donnie Thompson, a businessman and owner of Windsor Fine Jewelers, opened Friedman's Jewelers in 2010. Two years later, driven by personal passion, Thompson launched Southeastern Armory. Despite firearms not being highly profitable, Thompson pursued the business for enjoyment and family involvement in shooting sports. His son-in-law, Jason Hawes, has overseen both stores since 2012.

The armory started by serving various firearm customers, including hunters, recreational shooters, and law enforcement officers.

As reported by Augusta Magazine, it took time to establish partnerships with top-tier brands like Benelli, which only sell directly to retailers able to commit to large purchases. "It's an evolution," Hawes said, explaining that the store gradually built relationships with manufacturers, allowing them to carry a wider range of products. Today, Southeastern Armory stocks thousands of firearms, focusing on high-end items not found at big-box stores.

Hawes acknowledged the difficulty of competing with large retail chains that buy in bulk and offer lower prices. "They're buying tractor-trailer loads for all their stores, and here I am — buying six guns," he told Augusta Magazine.

However, Southeastern Armory has carved out its niche by emphasizing customer service. "If you have a problem with a gun you bought from one of those guys down the street, they'll give you an 800 number," Hawes explained. "But you have a problem with one of ours, bring it back to us. We help our customers; that's what we pride ourselves in." This hands-on approach, including troubleshooting issues and managing returns directly with manufacturers, has become a cornerstone of their business strategy.

Alongside firearms, the armory offers a variety of complementary products, such as thermal-imaging scopes, survival food kits, and biometric safes. Hawes described their goal as helping customers navigate the complexities of firearm purchases by offering thoughtful advice and personalized recommendations.

Learn more in the article in Augusta Magazine.