Lasker Jewelers: A Century-Long Commitment to Quality
styles come and go, but the Lasker family’s commitment to quality and service has endured for nearly a century
Like the diamonds and other jewelry they sell, the name Lasker Jewelers carries enduring value.
In the Chippewa Valley, the name has been synonymous with fine jewelry since 1928, when Max Lasker opened his first store in downtown Eau Claire. Today, the third generation of his family is prepared to lead Lasker Jewelers into its second century with their singular commitment to quality intact.
“For the many things that have changed over 100 years, it’s still all about the people,” reflects Nicole Lasker, who co-owns the business with her sister, Liz Lasker Falkner. “The relationships we build are the core of our business. The world has changed, but the meaning of an engagement ring has not – nor have the feelings that lead up to buying one!”
It was that feeling shared by lovebirds across the ages that led Max Lasker to coin the slogan “Ask her, then see Lasker,” all the way back in 1938. Max’s son, Charles, took over the family business in the 1960s, and added a store in Rochester, Minnesota, in the 1970s. Today, Nicole and Liz are president and vice president, respectively, of the family business, where they began their careers cleaning and gift-wrapping as youngsters.
Today, the Laskers serve customers from three stores: two in Rochester and one on Eau Claire’s south side at 3705 Oakwood Mall Drive. They specialize in bringing the highest-quality diamonds to their customers, with buyers meticulously sorting through thousands of diamond and selecting less than 10% of them.
Being a family business in the Midwest doesn’t mean they’re out of date – or out of style. In fact, Nicole is a member of the marketing and merchandising committee of the Leading Jewelers Guild, and just returned from Los Angeles, where she was working on products for the summer and fall seasons.
When it comes to trends, being in the Midwest actually can be an advantage: “If it’s a blip of a trend on the coasts it will fizzle before it hits us,” Nicole says.
Among today’s trends that aren’t just blips are 14K gold chains, which won’t tarnish and stay shimmering and bright. If gold isn’t your style, she notes that platinum prices are historically low: “If you like white metal, platinum is the deal of the decade.”
Meanwhile, more and more men are wearing jewelry – from gold and diamond chains to earrings and pearls – and Laskers has expanded its selection accordingly.
Whether you’re shopping for an engagement ring or a wedding band, a diamond stud or a gold chain, at Laskers being family owned doesn’t mean higher prices. “We pay cash and negotiate at a national level for pricing as competitive as national chains,” Nicole says.
“We are incredibly picky with quality,” she continues. “Our diamond promise guarantee ensures our jewelry will hold up to normal wear. We can’t sell something that isn’t built to last.”
Being built to last is something this third-generation Eau Claire-based business knows more than a little about.
“It’s important that we carry on the tradition and values of what Laskers represents in our communities (Eau Claire and Rochester),” Nicole says. “We have built a business based on trust and love.”
Lasker Jewelers • (715) 835-5914 • 3705 Oakwood Mall Drive, Eau Claire • laskers.com • find them on Instagram and Facebook
