Breslauer & Warren Jewellers has been in business for 99 years.

Since starting in 1919 in Winnipeg, to expanding to Calgary in 1979, to its most recent move — from the historical Lougheed Building on 6 Avenue S.W. to their brand-new location at Bow Valley Square 1, 202 6 Ave. SW — Breslauer & Warren knows a thing or two about staying relevant.

“It’s a rare achievement for an independent, family-owned jeweller to still be in business for almost 100 years,” says owner Richard Breslauer, who himself has been in the business for over 40 years.

But that doesn’t mean Breslauer & Warren is stuck in the past.

Far from it — this storied jeweller is focusing on the future.

And one way to do that is to appeal to a younger generation who is more comfortable shopping online. This includes showcasing the wide variety offered on their website, xsje3.hosts.cx, offering custom jewelry designs to ensure customers get precisely what they’re looking, and encouraging shoppers to come into their new, modernized space.

“It’s extremely important to change with the times,” Breslauer explains. “Whether it’s a shape of diamond or colour of gold that’s currently popular, we are continuously introducing new designs to our store.”

Plus, he adds, “We offer a vast array of designs on our website, but every diamond, coloured stone and piece of jewellery is unique visually.”

Each and every piece is selected by Breslauer, utilizing his 40 years of buying expertise.

Breslauer & Warren also offers full design and custom work to suit any style a customer is looking for, including design rings with CAD images.

At Breslauer & Warren’s new location, shoppers can expect a beautiful, bright new concept jewellery store complete with a design consultation area.

While there, shoppers will also have the benefit of a staff with more than 60 years combined diamond jewellery experience.

“The customer is best served by coming into our store so that they can not only see the product but discuss in detail all aspects of their potential purchase with our experienced consultants,” Breslauer said, noting the store is now accessible from the Plus 15 walkways connected to Bow Valley Square. There is even parking in front of the store on 6 Avenue.

“We also enable you to browse in a no-pressure atmosphere,” Breslauer added.

Leanne Draginda, store manager, agreed that for a purchase like this, you are going to want to shop in-person.

“It’s an emotional purchase and there is a huge benefit to having someone that you can come to when you have questions,” Draginda said. “Or if you want to try matching wedding bands. You can’t do that if you buy online.”

Breslauer & Warren has come a long way since 1919. How the jewellers get customers what they want may be changing with the times, but the constant is that they do — and for shoppers of all budgets.

Which is why you may want to keep your eye out for their 99th anniversary sale this fall.

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