Special Vendor Feature Section

ago called Black Hills Manufacturing with four retail stores and a manufacturing plant in Rapid City. Rob’s son Lucas Wheeler runs that. Rob pointed out that 2020 was the best year ever for that division and credited the state with advertising how safe the state was and encouraging camping and RVing. He fully expects 2021 to be even better. “We didn’t give up in COVID year; we came out with strong new additions and didn’t bury our heads in the sand.” Rob is looking forward to playing with his two granddaughters, fly fishing, and driving his tractor around.

Travis Maier pointed out that generational changes in the business have not represented seismic changes. “We’re a long-time successful company and we’ve got a good plan for the next 75 years. We’re always innovating and maintaining a successful history. Customers value that they know we’re going to be around. We have a quality product and, if there ever is a problem, customers know we’re going to take care of it.” There are about 10 different lines, but customers deal with one rep, one accounts receivable, etc. It’s one stop shopping, one transaction and one delivery. If there’s a new line, customers can try it out, risk free. Some of the customers are second and third generation as well.

The company is very data driven. They know what sells best in jewelry and that drives product development. They also manufacture their own displays, everything from small countertop displays to large, lighted displays with automatic rotation. Displays are designed for maximum production in a small footprint.

Rob Wheeler said he sees a “good looking future; we make everybody – the retailers, the reps, and the company – a lot of money. It’s family style.”

See Souvenirs, Gifts & Novelties (SGN) magazine for a big announcement from Wheeler Manufacturing around Labor Day. No hints.

(For more information, visit www.wheelerjewelry. com.) ❖

For 75 years, Wheeler Manufacturing Co., Inc. has been designing, producing and selling wholesale jewelry to the tourist, souvenir, and travel industries. As we celebrate this milestone, we fully acknowledge that it has all been made possible by our hard-working employees, professional sales reps, and – most importantly – our loyal customers.

We are truly grateful for our customers and business partners –past, present, and future. Thank you for making this all possible. And, we promise to not rest on our laurels but rather continue to focus on the recipe that got us this far: excellent customer service, careful business management, and innovative product development.