Caledonia Argus

Anniversary is Goldenó jewelry store celebrates 50 years

Posted: 9/30/03

by Jane Palen
Managing editor

ìGoldenî is the way a 50th anniversary is usually described, and that description certainly fits Schroeder Jewelers, a business that continues to be an enduring and valuable part of the Caledonia business community.

It was in 1953 that Don and Virginia Schroeder (now Hughes) arrived in Caledonia from Plainview, Minnesota. Don had been an apprentice there, and they heard through a salesman that the Boehm Jewelry Store was available in Caledonia.

On their first visit, the young couple was immediately taken with Caledonia.

ìWe were so impressed,î recalled Virginia. ìThe streets were so clean, it was a lovely town.î The decision to make Caledonia their home was an easy one, she said.

The Schroeders borrowed $1,000 from Virginiaís father to put towards the storeís $4,500 purchase price.

ìI thought it was a huge sum of money,î said Virginia. Don also forged a relationship with Bob Sprague of Sprague National Bank, who provided a lot of help and guidance through the years.

ìBob Sprague was always good to us,î said Virginia.

The store was on the east side of Kingston Street, where the Pat Becker Agency is now located. It served the Schroeders well for a few years, but it became quite crowded, There was little room for watch repair, which in those years was a big part of their business. Bob Sprague told them that Kielyís cafe across the street was up for sale, and that they should consider buying it.

They did consider it, and actually bought the building. But to Bob Spragueís surprise, instead of remodeling it, they tore it down and built a brand new building.

The Schroeders had blueprints drawn up for two buildings, and set out to find a suitable business for the second building. Don went to Rochester to encourage Sy Reisdorf to start a business here. Sy agreed, and moved to Caledonia to open a Ben Franklin store next to Schroederís. The Ben Franklin store was part of Caledoniaís business community for many years.

When the Schroeders moved into the new store in 1960, they added china, glassware and other bridal registry items. They later joined a large buying group (RJO) and decided to concentrate on fine jewelry. They sold the dinnerware items to Garvalia's in La Crosse for five cents on the dollar and went exclusively into jewelry.

The next major milestone for the store came in 1979 when Mauri Driscoll, who by that time was owner of the Ben Franklin store, wanted to expand. Schroeders sold him their building, and a shared wall was taken out. The jewelry store was then located within the Ben Franklin Store in a 20 x 20 area. The store remains in that spot today, sharing the space with The Pine Cone Place and ì50s and Beforeî antique store.

Virginia was always involved in the the store, but less so when her children were young. A daughter, Melissa, who was born in 1954, was diagnosed with rheumatoid arthritis and died at the age of eight. The Schroeders also had three sons, Robert, Scott and Jeff. But they were fortunate to have ìwonderful help,î which included Don Hartley and Bernice Richards, who worked at Schroeders for almost 30 years.

By 1987, the Schroeders were operating a second business, a strawberry farm. It probably could have been turned into a larger enterprise, but Don passed away that year. With the help of her son Robert, Virginia finished up the strawberries that year and then sold the farm.

Even though she had taken classes in gemology and had many yearsí experience, Virginia said that she never pictured herself running the store by herself. But after Donís death, it made sense to her to continue to run the business, and she plans to continue to do that for the foreseeable future.

ìI donít know what I would do if I didnít have a place to go,î Virginia commented.

Virginia said that working with jewelry and especially gemstones has always been a pleasure. There are many happy stories behind pieces of beautiful jewelry, and itís been fun, she said, to see the changes in jewelry tastes and fashions. Through the years, she said, gemstones have surpassed diamonds in popularity. And watches are not repaired as they were in days gone by, the batteries are simply replaced. Virginia enjoys selling the youthful ìFossilî watches.

White gold is gaining in popularity again, after being edged out completely by yellow gold for a number of years. For a long time, Schroeders ordered half white gold jewelry and half yellow gold, and then it was all yellow gold.

ìNow people are starting to ask for white gold,î Virginia remarked. ìItís coming back strongly.î Part of its appeal is that it in similar in looks to platinum, but much less expensive.

Contrary to what people might assume, Virginia doesnít have scads of jewelry herself. In fact, she doesnít even have pierced ears.

ìItís difficult to find clip earrings in a clip-on style,î noted Virginia.

Her favorite pieces include a special diamond ring Don designed when Virginia was active in Eastern Star and installed as a Grand Worthy Matron. Another is a one and a quarter-carat champagne diamond that she selected when she married her second husband, Steven Douglas Hughes, in 1992.

Virginia has help running the store from her son, Robert, who does most of the repair.

ìHeís a great blessing,î said Virginia.

In the years that they operated the store together, Virginia and Don kept active in the community and their church. Don was in the Masons, Lions and Commercial Club (Chamber of Commerce), and Virginia has been treasurer of the Evergreen Cemetery Association for many years. She has also served on the library board, and was a member of the Salvation Army for 18 years. She is also active in the Chamber of Commerce. While competition from malls and discount stores has intensified, that long-standing relationship with her customers through the years has made all the difference for half a century.

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