b'TOM DIXONidentification program for any young children who attended with their parents. They sat you down with a microscope and all these cool little gems. You had to figure out what they were, and I was really into it, Tom says. That is when I realized, this is really cool, this is something I want to do. In the summer, he would spend time in the store, and as a teenager, he would take care of the scrap metal.As he grew up, he learned how to be a merchant, selling shoes in a sporting goods store while his family ran the jewelry store. He went on to major in business administration with a focus on retailing at the University of Wisconsin-Madison and worked as a buyer for Marshall Fields in Chicago until he got a call from his mother asking for his help with the family business.Under Toms leadership, Schwanke- Kasten has thrived. Since he was named president in 1989,The jewelry business owned by Tom he has sharpened the stores focus onDixons great-uncle, William Schwanke jewelry and watch brands, remodeled the show- (pictured above), merged with former room, and added a second floor to emphasize hisrival Alsted-Kasten in 1936, creating Schwanke-Kasten Jewelers.commitment to community. When a customer steps foot into Schwanke- Kasten Jewelers in Milwaukees Whitefish Bayfrom Alsted-Kasten in 1923, neighborhood, they are not treated like just anyand a rivalry formed between customer; they are treated like family.the two. During the Great Depres-A LONG HISTORY sion, the rivals decided a The retailer that became Schwanke-Kastenmerger would be more eco-Jewelers opened its doors in 1899.nomical, a local newspaper That makes it one of the oldest independentreported in 1936.jewelers in the United States. It also was amongThey formed Schwanke- the first 10 authorized Breitling dealers in theKasten Jewelers, located on U.S. (though it no longer carries the brand) andEast Wisconsin Avenue, now was one of the first independent jewelers toknown as East Silver Spring offer Rolex-certified pre-owned watches. Drive, just a few doors down Three men, who all worked for the Christianfrom where the store is today.Preusser Jewelry Company in Wisconsin beforeIn 1957, William died after severing ties with that business, formed thea battle with cancer and left Alsted-Kasten Company in November 1899. the store to his wife, Mercedes At first, the store sold more than justSchwanke, who ran it along-finished jewelry, diamonds, and watches, withside her sister Lola Dixon and novelties, silverware, cut glass, fine stationery,her nephew Malcom Dixon eyeglasses, and even sporting tickets for sale.(Toms father).Toms great-uncle, William Schwanke, was aIt really was a family business, watchmaker who opened his business in 1918.says Tom, who noted that the He had the biggest little store, according tostore was left to Malcom since a history of the store on the retailers website,the Schwankes had no children selling diamonds, watches, and jewelry.of their own.William moved his store across the streetIn 2024, Schwanke-Kasten Jewelers celebrated 125 years in business withMalcom worked at the store recreations of the retailers archival pieces, including this spray pin that won a Diamonds International Award for Best Brooch Design in 1957 and was remade by Gem Platinum in 2024. NATIONAL JEWELER 11'