Expansion renews Miner’s North commitment to downtown | Business

TRAVERSE CITY – Every morning, about 10 minutes before the opening, Miner’s North Jewelers staff meet for a briefing.

These sessions can cover topics such as sales goals, new inventory, and in-store promotions. It could be a simple statement about the latest radio commercial with the voice of General Manager Jeff Guntzviller.

“It’s all we need to talk about,” said Julie Plum, the older sister of Miner’s North Inventory Manager. “Everything that’s going on in the store.”

The final morning meetings were a little longer because there was a lot to talk about in the jewelry store in downtown Traverse City. And there is a lot more space for these staff meetings.

Miner’s North Jewelers, located at 222 E. Front St. for more than 25 years, completed an exhibition expansion a few days before Christmas 2020, doubling the size of their showroom to approximately 3,000 square feet. The expansion was made possible after Miner’s North acquired Room 220 E. Front, the former home of Raven’s Child, in the fall of 2019.

“This new store was my dream, so to speak,” says Guntzviller, who runs the day-to-day business of the store his parents Wayne and Beth Guntzviller founded in 1975 in an important mode of growth. “

“It’s great,” said Plum. “Having more space and more inventory is just incredible for the store.”

Miner’s North is ready to show it off with a two-day Grand Opening and Diamond Extravaganza from July 30th to 31st.

“This is more of a festival than anything else,” said Guntzviller. “We are so lucky. Business was booming when we didn’t know what was going to happen before two March. “

Now that the uncertainty has subsided, Miner’s North is ready to throw a party for the community. And a company that has shaped historic events like engagements and milestones like wedding anniversaries knows how to do it.

Miner’s North will host the largest diamond exhibition in 30 years and the grand prize for the event is a $ 2,500 gift card. Draws will be held every hour from 10 a.m. to 6 p.m. on both days for $ 50 gift certificates and a gift package.

No purchase is required and winners do not have to be in attendance to win. People are required to stop by the store during the two day event and provide their name, phone number, and email address.

Food, drinks and various sales offers are offered. Musician Randy Rezska will play outside the store from July 30th to 31st from 11am to 2pm.

Remodeling and expansion began in November 2019. Expansion came after Raven’s Child closed on August 31 after almost 30 years in business, the last 14 years at this location.

Mindy Cotner started running Raven’s Child after the death of her mother Laurie Loomis in a car accident on January 6, 2016. Cotner said there were two main reasons for the women’s clothing store to close.

“The very first and foremost reason – I put more money in than I took out,” said Cotner in a Sep 11, 2019 Record Eagle article. “The second reason, probably related to the first, was that I had two young children between the ages of 9 and 12. I’ve been here literally the whole time. There is no money and I missed my children. “

The northern expansion of the miners went well for a while, until everything came to a standstill.

“We stopped in the middle,” said Guntzviller. “That was terrifying.”

Miner’s North was able to adjust its practices during the pandemic and renovation.

“We worked it all through,” said Plum. “We never really closed.”

Guntzviller told the Record-Eagle in late November that business was busy starting Memorial Day weekend 2020 and going through the summer of 2021.

“I’ve never seen the city center like this,” said Guntzviller on Thursday morning when he was standing in front of the store. “The local residents are our lifeblood and our customer base is probably about an hour in either direction. The locals are our elixir of life, but we have also expanded our tourism business. “

Guntzviller said it was important that the store be suitable for both parties and any demographic. This was emphasized by his parents and continues to this day.

“We’re a full service jewelry store,” said Guntzviller. “When someone comes in, we have something for every budget. But our diamond business is really growing. Next weekend we have your solution when people buy engagement rings (rings) or loose diamonds.

“We want to be the jewelry store for everyone.”

The expansion not only gave Miner’s North and its 14 employees more space, but also two full basements with offices. The store added a couple of jewelry lines which made the inventory manager more work.

“It added to my job, but it’s fun to see all of the inventory come in and all of the inventory go out,” said Plum with a smile. “It’s exciting to see what people are buying.”

The family business remains exactly that, even though Beth Guntzviller retired in 2015. Wayne Guntzviller was in the shop Thursday morning with Ruby, the “shop dog”.

“I drop by about three days a week,” said Wayne Guntzviller, who proudly said the remodeling was done with local contractors led by Shane Inman of The Inman Company. “Beth is retired … but she still comes when someone is sick.”

“In any family business, as long as they’re around, they’ll still be in the family business,” said Jeff Guntzviller.

Plum said Miner’s North was continuing another family business tradition.

“They were always involved in everything that happened downtown,” she said. “My mom was involved in everything for years and now Jeff does all of that.”

“We’re in for the long run,” said Jeff Guntzviller.

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