The Sporn Co. is changing its name to Bixler’s and wants to launch it as a wholesale brand
Bixler’s Jewelers, which at 231 years is considered the oldest jewelry store in the United States, was recently purchased by Burlington, Vt.–based Sporn Co.
The purchase of the Allentown, Pa.–based store, founded in 1785, was completed at the end of April. Sporn, which also owns Perrywinkle’s and the Devotion Diamonds store and brand as well as 15 Pandora franchises, will change its name to Bixler’s.
The company also plans to establish Bixler’s as a wholesale brand, says company president Perry Sporn.
The brand’s history—in addition to being America’s oldest jeweler, it is also the 12th oldest business in America—is a good fit for the company, which manufactures most of its jewelry domestically, says Sporn.
“We are about the only American-made jewelry left, and we wanted to marry the two,” he says. “We are not an old country. To have a store that goes back to the Revolutionary War, that to me is a cool story.”
Sporn also recently bought a wholesale factory in Montreal from the Birks Group.
“The factory is about an hour away from here in Montreal,” says Sporn. “There is great tradition in Montreal in jewelry-making.”
As for Bixler’s, the company wants to establish an in-store museum to spotlight its incredible history.
“They have clocks from the original founders, treasure trunks of photos,” says Sporn. “We have all the records, original drawings.”
On top of that, the store still employs a Bixler—its founder’s great-great-great-great granddaughter.