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R.F. MOELLER JEWELER Leads Off New ‘AGS Jewelers Speak’ Series July 25, 2023 (0 comments)


Saint Paul, MN--The Centurion in collaboration with The American Gem Society (AGS) is proud to present a new editorial series featuring informative, Q&A style interviews with AGS retailers. Entitled "AGS Jewelers Speak," the first article in the series presents a look at what's new and exciting at R.F. MOELLER JEWELER, as detailed by Bryan Moeller.

The Centurion: Please tell us about the latest change(s) to your store and its/their success.

Bryan Moeller: After 20 years in our flagship location in Saint Paul, MN, we recently completed a full interior and exterior remodel. It’s amazing how quickly a store can become dated, and this refresh has completely modernized and reenergized the store. With the remodel, we added an 800 sq ft Rolex in-store boutique and expanded our watchmaking and bench repair facilities. We feel the remodel has set us up for another 20 years of success and are beginning to make plans to remodel our Edina, MN showroom.

R.F. MOELLER JEWELER store in Saint Paul, MN

TC: Please tell us about a recent successful promotion or campaign.

BM: We believe long term success is built one client interaction at a time. We recognized that quite often a clients’ first interaction with us is a jewelry or watch repair, so for the last several years, we have focused campaigns on repair. When a client receives a remarkable experience – even with a standard chain repair or ring sizing – the compounding effects are immeasurable. We continue to receive numerous positive online reviews, referrals, and repeat business from interactions that seemed routine to us, but clearly had a positive impact on the client. Our business was built on creating an exceptional experience every time.

TC: How do you differentiate your store from other businesses competing for your customer's purchases?

BM:  We pride ourselves on our in-house repair services and the incredible capabilities of our team. We’ve always believed in hiring the best goldsmiths and watchmakers in the industry and paying them accordingly, as well as investing in the latest technologies and equipment.

Education is the other differentiator for us. Every bridal client receives a 30-minute diamond education presentation so they can make an informed decision on what is important to them. We believe in having a highly educated staff with 11 Certified Gemologist Appraisers of our team of 35. In addition, our entire sales team is required to achieve their Registered Jeweler title through AGS within 18 months of their start date.

R.F. MOELLER JEWELER Diamond Education Room

TC: What is your most important focus right now and why?

BM: As we’ve experienced record growth, we’ve focused on maintaining our brand and our client experience. To accomplish this, we’ve paid a lot of attention to our company culture and doing what is right for the customer. The company culture is a focus of our entire staff – sales, operations, goldsmiths, and watchmakers.

Each morning, our sales team meets and begins by reciting our mission statement. We then talk about an example of a client receiving a “Wow!” experience the prior day. With higher door counts and more transactions it’s easy to become complacent. Our future success depends on our core values of ethics – doing what is right even if it is not profitable – and appreciation of our team and clients that carried us to our record success.


TC: As a member of AGS, what value or benefits have you found in being part of this community, and how has it helped you in your business operations?

BM: Our membership in the American Gem Society is intertwined with our business practice and operations. We breathe and act on AGS’s core values of “Knowledge, Ethics, and Consumer Protection.” We’ve always felt it’s better that a client not purchase from us but have a great experience than feel taken advantage of after they’ve made a purchase. 

We’ve been introduced to our best vendor relationships through the AGS, most of whom are our friends rather than just business associates. When you’re working with a friend you are interested in mutual success and want the best for each other.

Every year we invite some members of our team to attend the AGS annual Conclave. They always return more knowledgeable, energized, and excited to share their experience with the rest of the staff. 

Truly the best part of our membership with AGS is the great friends we’ve made over the years, each of whom have helped our business. From suggestions in business practices, technology, new vendors, or jewelry lines to simply reassuring us that we are in great company, and we are doing the right thing. We would not be as successful as we are today without out involvement in AGS!


ABOUT AGS: The American Gem Society (AGS), founded in 1934 by Robert M. Shipley, is a nonprofit trade association dedicated to ethics, knowledge, and consumer protection within the jewelry industry. AGS awards credentials for its members, who are held to the industry's highest standards and must pass annual recertification examinations to maintain their titles. Members of the AGS are passionate about jewelry and dedicated to creating a positive buying experience for their customers. Visit to learn more or contact

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