Borsheims’ Renovation Signals Its Golden Era

By Karen Dybis | March 31, 2026

Borsheims’ planned store redesign reflects changes in luxury and engagement-ring shopping as the jeweler enters a “golden era,” Jaci Stuifbergen, director of marketing and commerce at Borsheims, tells JCK.

A renovation set to begin in May will focus on turning the Omaha, Neb., flagship into an open-concept environment with a luxury salon, more branded boutiques, and an expanded consultation area.

“The way luxury consumers want to shop has evolved. For us, renovating means presenting ourselves in a modern light in order to provide our customers with the best experience possible,” Stuifbergen says.

“We want our customers to know that their shopping environment deserves to match the elevated pieces they’re purchasing,” she adds. “Borsheims is about more than the pieces we sell. It’s about creating a memorable experience for our customers to help them celebrate their special moments.”

The renovation, by architecture firm HDR, heralds what Borsheims calls its golden era—“a nod to both its new gold facade and the enduring legacy that has defined the brand for more than 155 years,” according to a company statement.

Borsheims Golden Era — *The Omaha jewelry giant will soon undertake a renovation inside and out; this rendering shows the new exterior that is planned.*

The start of the project coincides with the annual shareholders meeting of Borsheims parent Berkshire Hathaway, the famous multinational holding company cofounded by Warren Buffett. Thousands of shareholders come to Omaha for the meeting, scheduled for May 2 this year. “This is the last one where they will see this version of Borsheims pre-renovation,” Stuifbergen notes.

Borsheims (which Berkshire Hathaway acquired in 1989) will remain open during the renovation so it can continue to serve customers, particularly for important life events and holidays. “Birthdays, anniversaries, and big milestones don’t stop just because construction begins,” says Stuifbergen.

Key elements of the store redesign are found right at the entrance: a golden exterior and a striking new entry vestibule, which welcome customers into the store to experience that “golden era” excellence.

“Our new gold facade will serve as a powerful first introduction to the Borsheims brand as well as a reminder of refined luxury to customers who pass through it,” Stuifbergen says.

“Our customer experience is paramount to us. It’s as important and meaningful as the jewelry we sell. We’ve always strived to create an elevated experience that feels distinctly like Borsheims, one that leaves a lasting emotional impression.”

The interior’s open layout is meant to encourage shoppers to explore and connect with Borsheims and its sales team, she says. Branded boutiques within the store are conceived as immersive. The new luxury salon will feature high-end jewelry collections. Borsheims also plans to add seating areas for private consultations, including for engagement and wedding clients.

“When a couple chooses to trust Borsheims with such an important purchase, they deserve to be treated like luxury, like they’re the only customers who matter,” Stuifbergen says.

Top: Borsheims will get a gold facade for its golden era. (Pictures courtesy of Borsheims)