Wimmer’s Diamonds

Words by Marie Laska

There is a classic appeal to diamonds that outlasts time, changing trends and economic recessions, and no one understands this better than the family that has provided jewelry services to the Fargo/Moorhead community for generations. For the past 96 years, Wimmer’s Diamonds has provided “fine jewelry and exceptional service” to multitudes of customers, along the way creating lifelong connections and a family legacy of caring, commitment and quality. This legacy is easily seen not only in the family portraits hanging proudly in Wimmer’s stores, but also in the trusted familiarity of the long-time staff behind the counters.

At the helm of this legacy for the last forty years have been co-owners Randy and Brad Wimmer, grandsons of founder Fred Wimmer who created the company under the flagship of Fargo Jewelry Manufacturing in 1919. Brad Wimmer, when describing his grandfather’s journey from being a master engraver in Hungary to being employed with Tiffany’s of New York, until finally migrating to Fargo and opening shop nearly one hundred years ago, reflects upon “how grateful we are to have had the opportunity to keep the legacy going that my grandfather had started and our parents carried on.” After Randy and Brad’s parents retired in the 1970s, the brothers established themselves as co-owners of Wimmer’s Diamonds.

Five years ago Brad’s son, Aaron Wimmer, became a part of the family business after realizing the depth of his family’s roots in Fargo: “It was very important to me that the family legacy be carried on in this great community, and I look forward to representing the fourth generation in the Wimmer’s Diamonds story.”

Longtime customers and the community were recently greeted with the news of the retirement of Randy Wimmer. For Randy, being a part of the Wimmer legacy has gifted him with lasting connections and friendships: “Books have been written on the joy of cooking, the joy of living, etc. For me it’s been a true joy to work in our family business, live in this wonderful community, and get to know people as staff, as friends, as customers and as advisors―not just to us in business, but to us in life. I’m very blessed and very thankful.” Randy also states that he is excited to pass the family business ownership along to his nephew, Aaron, who will now serve as co-owner alongside his father, Brad.

With locations established at West Acres Mall and in vibrant downtown Fargo on the corner of Main and Broadway, Wimmer’s Diamonds employs twenty staff between the two stores, with some staff members providing over two decades of loyal service. While Aaron explains that it is “very unusual to have a family-owned jewelry store in a shopping mall, as those spots are typically filled by national chains,” the family recently celebrated their 30th year in the mall.

Along with being authorized dealers of Hearts on Fire diamonds, Simon G. bridal sets and Pandora Jewelry, Wimmer’s Diamonds also employs three fulltime goldsmiths and is able to offer custom services to patrons. With decades of experience and close relationships built with diamond cutters in Antwerp, Belgium, Wimmer’s prides itself not only on the quality of its jewelry, but also on their staff’s knowledge, expertise and customer service.

As Wimmer’s Diamonds celebrates Randy’s legacy while also embracing being a part of the vibrant future of Fargo-Moorhead, Brad and Aaron want their customers to know that “we are still here for them and we’re looking forward to being a part of their engagements, anniversaries, life celebrations and milestones … to help create those memories that are then handed down through generations … for many more years to come.”

For more information on Wimmer’s Diamonds, please visit wimmerdiamonds.com. For information on the latest sales, products and trends, follow Wimmer’s on Instagram, Pinterest, Twitter and Facebook.