Rick Simerly

The economic recession doesn’t appear to be slowing things down at Rone Regency Jewelers.

Customers crowded around the glass cases on Tuesday, trying on diamond earrings and picking out engagement rings and wedding bands. And the Brainerd Village jeweler is taking steps toward building a new store and moving to Lee Highway.

Bob Mason, owner of Rone Regency, hopes to be in the new location by the end of the year.

“We’ll have a much more spacious store and will be able to show more of the merchandise we have,” he said.

Rick Simerly, general manager, agreed that more room is needed.

Staff Photo by Angela Lewis Sales associate Ashley Spinelli works at Rone Regency Jewelers on Friday. The store will be building a new store and moving to Lee Highway.

“We have so much inventory now that we can’t get all of it out,” he said.

Officials said the current store is about 2,000 square feet, while the new site is expected to be about three times that size.

A downtown location will remain at Eighth and Market streets, Mr. Simerly said.

“Things are in the bidding stages right now,” Mr. Simerly said.

Mr. Mason declined to say how much he is investing in the new location, but he said the freestanding store will be more customer friendly and have access from both Hickory Valley Road and Lee Highway.

“It will have easier access and easier traffic flow,” he said.

Mr. Mason and Mr. Simerly said the recession hasn’t done much damage to their business, so they aren’t concerned about making a large capital investment when many companies are scaling back or shutting down.

“I don’t think things are as bad as most people think,” Mr. Simerly said. “We try to do things the right way, and there is always a special occasion in the jewelry business.”

Frank Varallo opened the Rone Regency on Market Street about 65 years ago and expanded to Brainerd Village in 1960. Mr. Mason bought the jeweler in June 2004.

Rone Regency is one of the last remaining of the original Brainerd Village tenants, Mr. Simerly said.

He is unsure when construction on the store will begin, but he said it needs to happen soon to be moved by the end of the year.

“We are shooting for the end of the year, but that is getting close,” he said.