Surveys

50 Jewelers/50 States: Nebraska

SurveysAug 08, 2017

50 Jewelers/50 States: Nebraska

In Omaha, Borsheims stays relevant in part through creative collaboration with its Berkshire Hathaway sister companies.

50states-NE-800x430.jpg
Borsheims was just another independent jewelry store doing its best to serve its community, until Warren Buffet came calling.

Omaha, Neb.-- In 50 Jewelers/50 States, National Jeweler interviews one retailer in each of the 50 U.S. states to find out how they are meeting the challenges of the changing retail environment.

In Omaha, Borsheims isn’t your average jewelry store.

Founded in 1870 by Louis Borsheim, ownership has changed hands through the decades until, most recently, Berkshire Hathaway purchased the company in 1989.

Berkshire Hathaway Chairman Warren Buffett appointed Karen Goracke president and CEO in late 2013; she had been with the company in various departments since the 1980s.

When asked about the benefits of being aligned with Berkshire Hathaway, she said: “I have the opportunity to learn so much from my sister companies and, whether we’re talking about shipping issues or other things that all businesses face, really having that collaboration and access to all of that knowledge is phenomenal.”

For 50 Jewelers/50 States, both Goracke and Borsheims Director of Marketing and Business Sales Adrienne Fay spoke with National Jeweler about embracing technology, as well as their many Berkshire Hathaway enthusiast customers worldwide.



Borsheims, located in Omaha, Nebraska has 185 employees. It boasts 62,500 square feet of space dedicated to all of its in-house endeavors, including e-commerce, marketing, accounting and payroll. The actual showroom measures approximately 30,000 square feet.
 National Jeweler: What’s the biggest challenge your store is facing?

Karen Goracke: There was just an article about this. A decrease in foot traffic, of course, not just within jewelry retail but for all retailers. There is still obviously a tremendous amount of shopping done in brick-and-mortar (stores). But people do a lot of research online before they come in. So I feel like the customer has an opportunity to educate themselves a little bit and kind of get to know you before they walk in the door.

NJ: What’s the top-selling category at your store?

KG: Engagement is our biggest focus and we continue to be a dominant presence in that. We are growing both in store and online within our engagement category but we also sell a tremendous amount of jewelry too.

NJ: What are some of the top brands for engagement rings?

Adrienne Fay: Precision Set is always very popular--that’s a great seller. We’ve seen success with Henri Daussi as well as Kirk Kara. We do see success with private-label brands but, similar to other retailers, as engagement rings get more branded and as there is more advertising in bridal
publications, we certainly see customers coming in an asking for those brand names like Kirk Kara and Henri Daussi by name. We start sometimes with the branded pieces but then sometimes convert (sales) into some of the private-label pieces too.

KG: We do a phenomenal business with Precision Set. I think our classic customer appreciates the simplicity of that brand, as well as how well it’s made.

AF: We also have a Borsheims exclusive called the classic collection, which is a set of ring styles that are pre-mounted with engagement stones typically under a carat in weight. It’s a great, budget-friendly option that allows you to purchase and propose in the same day. It’s really been a section we’ve had great success with.

NJ: Describe your regional customer.

KG: We’re fortunate to have customers all over the country as well as on each of the six inhabited continents because of our affiliation with Berkshire Hathaway.

We do have a wide-reaching base but, that being said, the majority of our customers are just from the Omaha region and the surrounding areas within a couple hours.

I feel we definitely have a great connection and a long history within that, and I think our customer base really relies on us as being the expert and having just that sense of trust with us.


Karen Goracke
NJ: Do you get more men or women shopping?

KG: I think it is a combination of both. We have a lot of women who like to come in and sort of pick out what they’d like to receive, and our sales associates then are great about keeping those things on file and making those suggestions to their partner or to a friend who might be interested in buying them something.

AF: We also do an engagement event called the "Say Yes" event, one in the spring and one in the fall, and we market it as an expanded collection of engagement, wedding and anniversary rings. At the event we tend to see more couples, so it does seem when we have more of an event-based type of activity in store that that draws both parties of the wedding together.

NJ: What’s the most popular style of engagement ring with your clientele now?

KG: We still see a lot of people buying halos--it continues to be popular-- but I also see more of a resurgence of just a basic solitaire or a lightly accented, just plain solitaire.

We have a wide variety of popular diamonds. Of course, oval seems a little more popular. We have our own signature cut--both a round version and a square-cut--and we will be introducing an oval cut in the very near future that will be a proprietary cut to us.

We are hoping to have it launch before the end of the year. We’re still working through some prototypes to make sure it’s perfect.

(Borsheims propriety diamond cuts) are extraordinary diamonds, I think they’re very beautiful so the oval is the next extension of that.

NJ: Which social media accounts are important to your business?

AF: I think Instagram is really popular but Facebook still has a very broad audience for us. And of course Pinterest continues to be a great way for people to learn about our brand and the styles they like as well.

NJ: When did you launch e-commerce?

AF: We actually launched it very early on. We launched our first online store around 1999.

NJ: What led to the decision to adopt e-commerce so early on?

KG: I think it became evident (then) that this was the way of the future. (I think of) how many times a day I use Google. It’s hard to explain to my kids life before internet.

I think we saw the internet as becoming more and more important, and we have certainly evolved our e-commerce platform continuously to meet the demands of what consumers are looking for. It’s for shopping, education, it’s for getting to know about our brand. It’s finding out about our history. It’s a lot of things, so it’s a nice platform to be able to reach out to people and for them to learn about you.

NJ: What’s the best piece of advice you’d offer to other independent jewelry stores?

KG: Don’t be afraid of change. Just look at the challenges that come up as opportunities and adapt.

Retailing is a lot different than it was 20 years ago. I look back to when I started and think how different it is and how different it’s become. Changing with that can be exciting. It is hard work but (change) can really invigorate your business.

NJ: What’s a fun fact about you we can share with our readers?

AF: I think what makes Borsheims special is our Berkshire Hathaway event. We host about 40,000 visitors who come to Omaha and we get to help them celebrate their time here.

We have a tremendous amount of visitors come to the store then. You get to meet so many people from all over the world and it’s really something special.
Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

The Latest

Omar Roy mugshot
CrimeAug 05, 2025
Report: Suspect Arrested in 1992 Murder of Miami Jeweler

Omar Roy, 72, was arrested in connection with the murder of jeweler Dionisio Carlos Valladares.

Mignon Faget Beyond Katrina Pendant and Beyond Katrina Pin
CollectionsAug 05, 2025
Mignon Faget Commemorates 20th Anniversary of Hurricane Katrina

The New Orleans-based brand’s “Beyond Katrina” jewels honor the communities affected by the storm.

National Jeweler columnist Lilian Raji
ColumnistsAug 05, 2025
The PR Adviser: Affiliate Marketing Is the Cost of Coverage

Lilian Raji explains why joining an affiliate network is essential for brands seeking placements in U.S. consumer publications.

rio-article photo-diamond.jpg
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine Jewelry

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

Jewelers of America Logo
Events & AwardsAug 05, 2025
JA Announces Seymour & Evelyn Holtzman Bench Scholarship Winners

The organization has awarded a total of $42,000 through its scholarship programs this year.

Weekly QuizJul 31, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
2026 Gem Awards logo
Events & AwardsAug 04, 2025
Gem Awards, David Yurman Introduce $50K Grant for Emerging Designers

The winner of the inaugural David Yurman Gem Awards Grant will be announced live at the 2026 Gem Awards gala.

Marlo Laz peridot and diamond Alexandra earrings
TrendsAug 04, 2025
Amanda’s Style File: August’s Bright Baubles

As summer winds down, celebrate the sunny disposition of the month’s birthstones: peridot and spinel.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Surveillance image of Watch King robbery suspect
CrimeAug 04, 2025
‘The Watch King’ Assaulted, Robbed in Queens

Moshe Haimoff, a social media personality and 47th Street retailer, was robbed of $559,000 worth of jewelry by men in construction outfits.

Xavier Dibbrell
MajorsAug 04, 2025
Borsheims Welcomes New Assistant Facilities Manager

Xavier Dibbrell brings more than a decade of experience to the role.

Signet Jewelers logo
MajorsAug 01, 2025
Helzberg President Julie Yoakum Moves Over to Signet Jewelers

The addition of Yoakum, who will lead Kay and Peoples, was one of three executive appointments Signet announced Thursday.

Mike Alexander
MajorsAug 01, 2025
Jewelers Mutual Names Mike Alexander as President

The insurance company’s previous president and CEO, Scott Murphy, has split his role and will continue as CEO.

 Gemfields rough rubies
SourcingAug 01, 2025
Gemfields’ Auction Revenue Drops 50% in H1

The nearly six-month pause of operations at its Kagem emerald mine earlier this year impacted the miner’s first-half results.

Hernsdorf Tears of Aphrodite Necklace
CollectionsAug 01, 2025
Piece of the Week: Hernsdorf’s ‘Tears of Aphrodite’ Necklace

The necklace uses spinel drops to immortalize the moment Aphrodite’s tears mixed with her lover Adonis’ blood after he was fatally wounded.

Stock image of a polished diamonds being held by tweezers
SourcingJul 31, 2025
De Beers Records $189M First-Half Loss

The diamond miner and marketer warned last week that it expected to be in the red after significantly cutting prices in Q2.

Lindsey Scoggins Studio convertible flower earrings
Events & AwardsJul 31, 2025
These Are the 2025 CASE Award Winners

Jewelers of America’s 35th annual design contest recognized creativity, artistry, style, and excellence.

Matthew Tratner, new president of Continental Buying Group
IndependentsJul 31, 2025
Matthew Tratner Takes Over as CBG President

Tratner succeeds Andie Weinman, who will begin stepping back from the buying group’s day-to-day operations.

Stock image of rough diamonds from the Kimberley mine
Policies & IssuesJul 30, 2025
Tariff on India Will Be 25%, Trump Says

The president made the announcement via Truth Social Wednesday, adding that India also will face a penalty for its dealings with Russia.

Pomellato Mini London blue topaz and diamond bracelet
FinancialsJul 30, 2025
Kering's Jewelry Brands Resilient As H1 Sales Slide 16%

The luxury titan’s star brand Gucci continued to struggle amid a "tough" environment.

Zadok Rolex Austin
WatchesJul 30, 2025
Peek Inside Zadok Jewelers’ New Rolex Showroom in Austin

Its opening marks the completion of the retailer’s new 11,000-square-foot store in the Texas capital.

Making a Killing in Diamonds by Rob Bates
SourcingJul 30, 2025
Rob Bates to Release Latest Book in His ‘Diamond District Mystery’ Series

“Making a Killing in Diamonds” tells the story of Mimi Rosen, the disappearance of a scientist, and the murder of lab-grown diamond CEO.

Tacori bezel-set diamond bands
EditorsJul 29, 2025
Out & About: Visiting Tacori’s Design Studio in LA

Senior Editor Lenore Fedow learned a lot when she took a behind-the-scenes factory tour with the jewelry brand earlier this year.

Mighty Fierce Audacious Necklace, Sandy Rubin Aziza Necklace, Koulianos Designs Illuminations Shield Pendant
Events & AwardsJul 29, 2025
Melee The Show Welcomes 15 New Designers

The first-time exhibitors, set to debut at the New York City show, share a devotion to craftsmanship, storytelling, and material integrity.

Auctim emerald auction
SourcingJul 29, 2025
Auctim to Offer 7.3M+ Carats of Rough Emeralds

The online auction house’s September sale will feature rough Brazilian emeralds of various qualities.

AGS Board President for 2025-2026 Alexis Padis
MajorsJul 29, 2025
Alexis Padis Re-Elected AGS Board President

She’ll lead an executive committee consisting of President-Elect Bryan Moeller, Mitchell Clark, Bill Farmer, and Larry Rickert.

Stock image of shipping containers
Policies & IssuesJul 28, 2025
U.S.-EU Come to Agreement on Tariffs

Announced Sunday, the deal will set the tax on goods imported into the United States from the European Union at 15 percent.

Nanis Ipanema Collection Campaign
CollectionsJul 28, 2025
Nanis Brings a New Palette to ‘Ipanema’

A new edition of the Italian brand’s “Ipanema” collection has debuted with gemstones that evoke Brazil’s breathtaking views.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy