Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: SATURDAY, February 13, 1993 TAG: 9302130053
SECTION: BUSINESS PAGE: A-7 EDITION: METRO
SOURCE: SANDRA BROWN KELLY STAFF WRITER
DATELINE: LENGTH: Medium
A GEM OF AN IDEA? JEWELRY RETAILER OFFERS BRIDAL WEAR
While Tracie Boitnott tried on the wedding gown of her dreams, another shopper asked the price on a gold bracelet she wanted for herself.Both were at an Amrhein's jewelry store.
The 72-year-old company's Salem location recently moved to new quarters and in a new business direction.
The idea behind the mixing jewelry with bridal and prom clothes is that no matter what a shopper comes in for, he or she will likely notice what else is there.
Or, at least, tell a friend about it.
Or, remember it when a daughter is ready for a prom dress or a son for a tuxedo.
"We have different age brackets of customers. We already sell class rings to the younger generation, so why not prom and bridal?" said Paula Amrhein.
She and her husband, Russ, have run the family-owned business since 1975.
Two weeks ago, they relocated the Salem shop from Spartan Square shopping center to a renovated Getty Mart convenience store they bought nearby.
An Amrhein's shop at Old Country Plaza, formerly Tanglewood Square in Roanoke County, will remain a traditional jewelry store while the Salem store carries a full line of prom gowns, tuxedos, wedding gowns and accessories.
Also, wedding invitations can be ordered through the store, and there is a selection of gifts for members of the wedding party as well as gift items like a "Your Wedding" storage box for a video recording of the event.
Paula Amrhein said there are other mixed-merchandise jewelry stores in the country, but she knows of no others in Virginia.
Amrhein stores employ 11 people, two of them added for the Salem expansion, including Jane Guthrie, a newcomer with 14 years of experience at an Atlanta bridal shop.