Wixon?s Jewler?s, located in the nether land of suburban Bloomington, MN distinguishes itself with a selection from the world of haute horology as improbable as stumbling across a Bugatti dealership driving east out of Omaha. Minute repeaters, annual calendars and tourbillions from the storied workshops in Geneva and Schaffenhausen with prices in the 5 and 6 digit range illuminate display cases in mute testimony to the rising tide of wealth that has washed over the Upper Midwest in the past 20 years as well as the synergy that can develop between MSP airport and the draw of the nearby Mall of America as a shopping destination.
Sales staff is knowledgeable, friendly and attentive although, particularly on the jewelry side, in the best tradition of Glenn Murry, Glenn Ross, always closing. The store itself is pure Minnesota and seems to have taken its design cues from a mix of the Perkins restaurant chain and ?the cabin up North.? Except for the usual two door entry system, there is little to indicate that one has entered the world of high end jewelry, which comes across as reassuring, since on first consideration, it would seem that since Wixon?s is clearly not paying Madison Ave or Place Vendome rent, let alone hiring Copard?s decorators, the cost savings could be passed along.
Unfortunately, it would seem that the opposite is the case. Prices seem to be significantly higher at Wixon?s than at competing jewelers, and the customer is advised to beware.
Let me give an example.
This summer while bringing a PP ref. 5127 in for a new band, a bracelet caught my eye. The piece was an A. Link manufactured ?Lattice? 48 stone round cut 60/60 brilliant average color G, grade VS1 ?SI line (tennis) bracelet. List price $31,900. After asking, via e-mail, salesmen wrote, again via e-mail, he could give me a deal at $28,900. I was in no rush to buy and a bit later found the same bracelet; A. Lange manufactured ?Lattice? 48 stone round cut 60/60 brilliant average color G, grade VS1 ? SI on sale at Betteridge in Greenwich, CT listed at $22,000 and after my asking, for sale at $17,000. I let Dan Wixon, who owns Wixons?s know this and he communicate to me, again via e-mail,that the new price for the bracelet at Wixon?s was $16,700.
In summary, Wixon?s was willing to sell a piece for $31,900 or with a bit of negotiating for $16,700. A $15,200 swing. I expect this sort of thing when buying flip flops in an outdoor market in Cairo but not buying jewelry in Minnesota. Since the guy in CT seemed pretty enthusiastic about making the sale at 17K my guess is that this price represents a reasonable mark up from wholesale.
So why is it that the initial negotiated price for the same bracelet from a full service, retail, authorized dealer is 17K Greenwich, CT but 28.9K in Bloomington, MN?
This is purely speculative of course, but my suspicion is that Wixon?s isolation, a near absence of competition in the upper segment of the market in this region, and the average Minnesotans reluctance to bargain, all play into this. Ultimately, these factors seem to end up allowing Wixon?s to charge and be paid prices significantly higher than a jeweler could in places where many jewelers in close proximity to each other are each operating in the same market space.
Therefore, based on my experience, if you find yourself dealing with Wixon?s I?d recommend treading with extreme caution, being ready to negotiate hard with the sales staff, or to simply sparing yourself the grief and avoiding the place altogether. And keep this in mind, at the premiums they are charging you and your spouse/partner could fly to New York, spend a few days at a nice hotel, see a couple of shows, buy the same piece of jewelry you were going to get at Wixon? s and still come home with enough money left over to take the family to the Bahamas and warm up for a week this February, which in Minnesota, might not be such a bad plan.
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