The Story Behind the Ad: Gittelson Jewelers "Diamonds in the Skyway"

The clipped newspaper artifact is the original grand opening announcement for Gittelson Jewelers, published on August 13, 1985 in the Skyway News. It captures a major milestone in the history of downtown Minneapolis retail: the moment first-generation jeweler Eugene Gittelson officially struck out on his own to become "the Boss". [1, 2, 3]

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|                 Gittelson Jewelers                   |
|              "Diamonds in the Skyway"                |
|                                                      |
|   Opened: Wednesday, August 7, 1985                  |
|   Location: 227 Cargill Building (2nd Floor)         |
|             110 South Seventh Street, Minneapolis    |
|   Founder: Eugene Gittelson                          |
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🏪 Setting Up Shop in the Skyway

Before opening this storefront, Eugene Gittelson spent two decades learning the retail jewelry trade at downtown staples like Dayton's and National Jewelers. Recognizing the massive, bustling lunchtime crowds moving through the city's climate-controlled pedestrian walking paths, he scouted a cozy corner spot on the second floor of the Cargill Building. [1, 2, 3]

Dubbed the "quaint little jewelry store on 7th Street," the shop opened its doors on Wednesday, August 7, 1985. To draw in the local corporate crowd, the ad promises personalized service, "Super Deals," and an open invitation to register for a free 1/2 carat diamond raffle set for September 6, 1985. [1]

⚾ The Minnesota Twins Connection

At the very bottom of the flyer, a special event is highlighted: an in-store appearance by Dave and Cindy Engle of the Minnesota Twins on Monday, August 12th. Dave Engle was an All-Star utility player for the Twins during the early 1980s.

This celebrity pairing was a marketing tactic Eugene used frequently. Known as an enterprising and social figure, Eugene regularly rubbed shoulders with local athletes. He later formed a close friendship with the legendary Twins star Kirby Puckett, leading to a famous promotion where customers received a signed baseball with any $100 purchase. [1]

⏳ Legacy and the Next Generation

Forty years later, Gittelson Jewelers remains a fixture of downtown Minneapolis culture. Though the central business district changed and the store eventually moved its physical footprint deeper into the skyway network near the Northstar Center, the business stayed resiliently independent. Today, Eugene's son, Michael Gittelson, operates the counter alongside his father, carrying forward the family-owned tradition of custom engagement rings and fine jewelry born from this single 1985 ad. [1, 2, 3, 4]

📰 Gallery of Historic Jewelry & Local Print Ads

For a glimpse into how other boutique jewelers and local businesses structured their print ads and promotional campaigns during the mid-to-late 20th century, explore these visual archives: