Downtown family jeweler relocating

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July 1, 2013
By: Emma Cummings-Krueger
Emma Cummings-Krueger

RF Moeller Jeweler’s downtown location has made their big move, one block to the west.

The third-generation family jeweler relocated their store within the downtown Gaviidae shopping complex today, jumping from the Gaviidae II building to a very nearby location in Gaviidae I in a skyway-level space at 651 Nicollet Mall.

After 11 years, the Moellers needed a change from the low foot traffic in Gaviidae II. And when neighbor store Neiman Marcus announced their closure, RF Moeller followed suit.

“We had to make a big decision on whether the downtown market was right for us,” said Bryan Moeller, downtown store manager. “We decided that this location is important to RF Moeller and that we needed to shift our focus.”

The new Gaviidae I location is smaller than the previous store, but several other factors work in favor of the new location.

“We had to be creative with how we were using the space, but it’s a great space and visually it’s very impressive,” Moeller said. “Being just a block over is more in middle of what’s happening downtown; the intersection at Gaviidae I is the second busiest intersection in the downtown Minneapolis skyway system. So the biggest advantage for us is exposure and visibility.”

To adapt to the smaller new location, RF Moeller downtown has refocused its inventory to better suit the Gaviidae I shopper. The new store steers away from engagement rings toward designer watches. Gaviidae I RF Moeller will feature more Swiss watch lines, in addition to Raymond Weil and Rolex products.

“We know who our clientele are, and they’re not coming to our downtown store for engagement rings. In that regard, shifting our stock focus will benefit our current customers and bring in new clientele,” Moeller said. “Taking on more watches is a huge advantage for us. I think out new focus will be very appealing to downtown shoppers.”