Fargo-based Wimmer’s Diamonds moves to new location

By Andrew Weeks

As a fourth-generation owner of a successful jewelry business, Aaron Wimmer is excited to carry his family’s legacy into a new building.

Wimmer’s Diamonds, a 102-year-old family business, opened a new location this fall at the Blu Water Creek development in Fargo.

The location at 4582 32nd Ave. S. might be new, but Wimmer brought some old items with him to the larger, 5,000-square-foot store. Among them are an old door, family photos and an iconic, colorful bison.

“As a family-owned business, our history is a big part of who we are,” Wimmer said in a statement that was sent to the media before the grand opening. In an interview with Prairie Business later, Wimmer said incorporating original items at the new location was important to him.

The old front door Wimmer brought with him was used at the original building many years ago on North Broadway. It is used at the new store not as a moveable door, but as part of the showroom’s decor. Photos of his grandparents, who started the business, and other family members who have played a role in the company also adorn some of the walls.

And then there is Sunny the Bison, a colorful piece of art that Wimmer’s Diamonds adopted years ago when the communities of Fargo, N.D., and Moorhead, Minn., hosted an art-installation project. Artists created works that depicted what it was like living on the prairie. Many bison were designed and decorated by various artists throughout the area, Wimmer said.

They were installed at various businesses and a number of them besides Sunny can still be found throughout the area today.

“When it was time to move, we took Sunny with us to our new space and she has a great new home out here on 32nd Avenue and 45th Street,” he said.

Wimmer, who has been sole owner of the store for about 12 years now, said he and his staff are pleased to be in a new location. He looks forward to greeting returning customers and new ones alike at the larger store.

“We’re certainly excited to be part of this new neighborhood in this very vibrant retail area of Fargo/West Fargo,” he said. “We’re just looking to grow our business, to expand and reach new clients.

“You know, it’s really fun working with people, whether they want something new, like an engagement ring or an anniversary present, or if they want to restyle an old piece (of jewelry) that they’ve inherited. Or, something they just don’t like anymore and want to make it into something new that they’ll love and wear and cherish for many more years to come.”

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