R.F. Moeller Jeweler's sparkling growth brings Edina expansion and more luxury brands

Business Journals

6 days ago

A third-generation Twin Cities jeweler is sparkling with expansion plans.
After launching its own brand of natural diamonds in 2024, R.F. Moeller Jeweler is doubling the size of its Edina store and adding several premium brands to its portfolio, including Panerai and Breitling. In January 2026, the store will expand into the space previously occupied by the Edina Grill, increasing its footprint by about 3,600 square feet.
'We're always looking to grow,' said Bob Moeller, the company's president. 'This is a huge opportunity to add key brands and many more products, such as hard-to-get timepieces and jewelry collections.'
Building a legacy in the Twin Cities
R.F. Moeller's history in the Twin Cities began shortly after World War II, when Robert Moeller returned home and decided to use the G.I. Bill to go to watchmaking school. After graduation, he worked at the Emporium in downtown St. Paul before buying Highland Park's Harmon Jewelers in 1951 and renaming the business.
Since then, R.F. Moeller has helped countless customers celebrate special milestones and forged a reputation for trusted service. Today, the company employs 42 people, including a service team of seven metal smiths, a CAD designer who creates custom jewelry pieces, three Rolex-trained watchmakers and a full-time appraiser.
'We view our relationship with our clients like the one you would have with your family lawyer, banker, accountant or doctor,' said Moeller, who now shares ownership of the business with his two nephews, Bryan and James. 'You have people in key areas of your life who you trust and that's what we want to be for people. We want to be their jeweler.'
Watch and jewelry repair are important parts of the business, as is making custom pieces.
'We're a full-service jeweler,' Moeller said. 'A lot of people call themselves jewelers, but most of them are mass merchandisers who happen to sell jewelry.'
With decades-long relationship, Highland Bank helps growth plans take shape
R.F. Moeller's banking relationship with Highland Bank goes back decades. Moeller remembers his father meeting with John Turner, who served as Highland's president in the late 1980s and early 1990s.
'This is a highly cash-intensive business,' Moeller said. 'You need a partner that can understand your business and the jewelry industry is a tough one to understand.'
Because Highland Bank's team understands the nuances of its business, R.F. Moeller was able to move quickly when the opportunity arose in 2018 to buy its longtime building in Highland Park.
Highland Bank is a Small Business Administration (SBA) Preferred Lender. Vice President and Commercial Banker Angie Trocke explored several financial structures for the transaction before finalizing SBA financing for the purchase of the building.
'We were at the closing table in less than six months,' Trocke said. 'It was a lot of work, but it was really exciting to see the business have that opportunity to create their lasting legacy in the neighborhood.'
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Highland Bank supports R.F. Moeller with a range of business banking services, which has helped as the company scales its offerings.
'They have a good business with great people,' Trocke said. 'They know how to be successful in the daily operations and that provides the bank added comfort.'
Diamonds of Wonder sales create rare beauty and brighter futures for children
One of R.F. Moeller's most high-profile additions was the 2024 launch of Diamonds of Wonder, the company's own brand of natural diamonds. The diamonds are individually tracked from the mine to the store, only passing through organizations that meet strict ethics, human rights, environmental and labor standards.
The Diamonds of Wonder line also has a social component. R.F. Moeller gives a portion of each purchase to The Dow Academy, a school that provides education to children in rural Botswana. In less than a year, Diamonds of Wonder sales have funded the annual tuition for seven students and Moeller expects that to continue to grow.
'Diamonds are given not just because they're hard or pretty, but because they're rare and something of a miracle of nature,' he said. 'When you add the charitable portion to that, it creates a compelling story.'
R.F. Moeller plans to add more brands to its portfolio. The new showroom space in Edina will make space for at least four new luxury watch brands, including Jacob & Co., Breitling, Panerai, and TAG Heuer, along with the Italian jewelry brand Vhernier.
Learn more about how Highland Bank is making a big impact on small business success at highland.bank/business/sba-loans.
R.F. Moeller Jeweler has been a third-generation, family-owned jeweler in Minnesota's Twin Cities since 1951. With locations in St. Paul and Edina, they specialize in custom engagement rings, wedding bands, natural diamonds, Swiss watches, and in-house jewelry and watch repair — backed by lifetime warranties and expert craftsmanship.