FARGO — The owners of Wimmer’s Diamonds have decided to build a new store near the busy intersection of 45th Street and 32nd Avenue South.

Co-owner Brad Wimmer said he and his son and co-owner, Aaron Wimmer, hope to see the building at 4582 32nd Ave. S. completed sometime in 2021.

A construction permit was filed with the city Thursday, Oct. 22. The Wimmers confirmed they purchased land between The Tavern Grill and a nearby strip mall earlier this year.

“It just appears to be the right thing at the right time,” Brad Wimmer said Thursday. “It should work out very well, it’s going to be a nice corner.”

The new store will take up two-thirds of the building facing 32nd Avenue. The southern third of the building would be leased.

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Wimmer said that along with construction of a new store, the building that’s home to their Main Avenue store in downtown Fargo has been sold. The Wimmers will be leasing the store space from the new owners.

The Wimmer's Diamonds downtown Fargo location at 602 Main Ave., as seen Sept. 10. Helmut Schmidt / The Forum
The Wimmer's Diamonds downtown Fargo location at 602 Main Ave., as seen Sept. 10. Helmut Schmidt / The Forum

“I don’t know if we need to own both” buildings, which would require additional time to care for, Wimmer said.

“Aaron would just rather sell diamonds” than keep up property, Wimmer said.

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Wimmer’s Diamonds has also leased a prominent space in the main court area of the West Acres mall since 1985.

Wimmer said that it hasn’t been decided yet whether Wimmer’s Diamonds will operate out of all three stores going ahead, continue with two stores or consolidate all of its operations at one location. He said there is time on leases for both the downtown and West Acres shops and discussions are ongoing with both landlords.

“I think what we’re going to do is take the fourth quarter of ’20 and the first quarter of ’21 and make that decision,” Wimmer said. “I’m sure by March of '21, we’ll know the direction we’re going.”

The Wimmer's Diamonds store as it looked recently at the West Acres mall in Fargo.  Helmut Schmidt / The Forum
The Wimmer's Diamonds store as it looked recently at the West Acres mall in Fargo. Helmut Schmidt / The Forum

Wimmer said the four-generation family-owned business has had a lot of important chapters in its 100-plus years of business.

“Building this building, if it opens in ’21, that will be a big, new chapter,” he said.

He also hints that retirement is beckoning him.

“I hope to be gone and be a big cheerleader by that time,” Wimmer said.

He said that he and Aaron are betting the retail climate will remain good for independent jewelers, despite a contentious election season and the ongoing COVID-19 coronavirus pandemic.

“We’re just hoping '21 is a lot better year for all concerned,” Wimmer said.