Since 1899. This mantra is a source of pride for our store’s existence, an unwavering commitment to quality selection and service, extending before, throughout and beyond the sale. As we celebrate 125 successive years in business, we constantly remind ourselves of these principles and aim to Embrace the allure of the unusual as usual. Because jewelry should never be ordinary.

Alsted-Kasten Company

The saga of Schwanke-Kasten Jewelers began in the fall of 1899. A trio of men named Charles J Kasten, Hans P. Alsted and G.E. G. Kuechle, worked for many years at Christian Preusser Jewelry Company, a firm established in Wisconsin in 1844. In the Summer of 1899, the three gentlemen, who were first and second vice-president and secretary, respectively, severed ties from the company, following the unexpected death of the “aged merchant” (1). They decided to go out and offer a “stock of Fine Diamonds, Watches, Novelties, Artistic Silverware, Cut Glass and Fine Stationary, such as has never before been attempted in Milwaukee and which will compare favorably with any exhibited in the East”. The trio formed Alsted-Kasten Company in November of 1899 on the corner of Milwaukee and Wisconsin Street in Downtown Milwaukee.

The trio quickly developed a reputation for displaying outstanding merchandise, among other interesting exhibitions, including a plaque relief of Mark Twain’s bust by John Marr, father of famous painter Carl von Marr (4) and Commodore Perry relics from the centennial celebration (5). For over a quarter of a century, Alsted-Kasten Company carefully built a reputation for prestige, quality, price and service (6). They sold everything from eyeglasses to sporting event tickets to fine silverware to stationary, in addition to the classic jewelry store staples of watches, diamonds and finished jewelry
William Schwanke Jewelers

William Schwanke, a watchmaker, began his operation in 1918, on Water Street in Milwaukee. In the spring of 1923, he moved the operation across the street from Alsted-Kasten, in 118 Wisconsin Street (7,8). Dubbed the “biggest little store” carrying a “complete line of diamonds, watches and jewelry” (9).
William Schwanke went on to become president of the Wisconsin Gem Society (Charles Kasten was vice-president) and the Milwaukee Lion’s Club and was one of the founding organizations in the American Gem Society (10), Alsted-Kasten later joined the AGS.

The Rivalry

As a result of the proximity, the two firms held a respectable and natural rivalry. Beyond the diamonds, watches and jewelry, the two firms intermingled among the movers and shakers of Milwaukee, fraternal societies, professional organizations and sponsored golf and bowling tournaments. They even took first and second place for best float in a parade (11)! Edwin Schwanke, a relative to William Schwanke, actually worked for Alsted-Kasten Co for 37 years.

They became known beyond their exemplary wares. The two stores frequently showcased eclectic and special collections. William Schwanke displayed a collection artistic silver from the Royal Society of British Artist Club. In 1936 William Schwanke’s firm even managed to display the Star of Artaban, a $35,000 star sapphire “about the size of a hen’s egg and weighs about 316.85 carats” (11). This magnificent stone, which now resides in the Smithsonian National Museum of Natural History, was a part of a larger $400,000 display in 1936 (13). Meanwhile, Alsted-Kasten Co, fancied spectacular collections of silverware. The firm displayed an expansive silverware set, reflective in the decorative style of Louis XVI as well as timeless set from Gorham’s Hunt Club (12, 13). Around the turn of the century, Alsted-Kasten exhibited the medal presented to Dr. S.m. Babcock who discovered his famous “Babcock milk test” to determine the quantity of butter fat in milk (14).

Despite the fabulous displays, both firms, like the rest of the world had to endure WWI and the Great Depression. Holding major sales in effort to prevail(15). It was these factors along with age, that eventually led to the merging of the two firms (16 – 18). C.J. Kasten, passed three years before the firms merged and H.P. Alsted passed 12-years before. Additionally, Edwin Schwanke and G. E. Kuechle passed away within two years after the merge.

1899 - 1936

THE MERGE

Despite trying to squash “unfounded rumors”, Alsted-Kasten Co and William H Schwanke Jewelers, merged on November 21st, 1936. After 37 years, the long-rivaled jewelry firms merged and Schwanke-Kasten Jewelers as we know it today (18), Charles E. Kasten, Son of C.J. Kasten, would become President and handle the financial aspects of the business and William Schwanke would become Vice-President and handle the merchandising. This merge, in their words, ‘“will be more economical to operate the two stores under one roof.” Kasten said. “We will pass this economy along to consumer. Our stock now inventories at $150,000 and none of it is more than six-months old”’ (19). Following the merger, the newly minted Schwanke-Kasten Jewelers carried on their endless pursuit of maintaining high standards of quality and service”.

Shortly after the merge, William Schwanke, a Protestant, quietly married Mercedes Bradley, a Catholic, which was quite scandalous at the time (19aa). WWII began not long after. Schwanke-Kasten Jewelers sold war bonds at one point and closed on Saturdays during this unsettling time (19a-b). The firm created service insignia rings to commemorate the bravery of soldiers who fought, created a hidden heart ring for the “girl you left behind(19c-d). They ran an ad regarding dependable clocks that are set for victory.

Expert Purveyors in Excellence

Schwanke-Kasten Jewelers continued to be held in high regards in Milwaukee as experts in gemstones and jewelry. William Schwanke was invited to speak on emeralds at the AGS meeting at the Pfister Hotel (21). The firm helped organize lectures on gemstones for the National Retail Jewelers Association, GIA and the AGS (22). The Milwaukee Journal, The Sentinel, among other trade publications often tapped the expertise of Schwanke-Kasten Jewelers insight regarding the 4 C’s of Diamonds, even baby jewelry and unique watches! (23). Additionally, William Schwanke was an active member of the Oconomowoc Hunt Club associated with Fred Pabst, the Kicker’s luncheon club, The Lion’s Club and the Charity Ball Service Clubs (33-34).

Schwanke-Kasten Jewelers continued to bring unique window and in-store displays. As one of 200 Patek Phillippe dealers in the world, Schwanke-Kasten Jewelers had a 1-of-37 example watch; a gold grand and little Sonnerie. This complicated timepiece was made for the world fair and took years of blueprints to devise (24). Following the end of WWII, Schwanke-Kasten Jewelers displayed one of the first marine chronometers in Milwaukee; at the time this was one of the most accurate portable timekeeping devices and people used it to set their watches (25).Once, a diamond evaluator was brought in to show those interested how a professional jeweler arrives at the value of a diamond, among a “quarter-million-dollar collection of magnificent jewelry pieces, assembled especially as a companion exhibit…”(26). The jewelry store brought a $200,000 collection of rare Victorian Jewelry, with antique, precious gemstone pieces ranging from $50 to $8,000 (27). Additionally, Schwanke-Kasten Jewelers sponsored a $200k coin exhibit for the public with businesses along Wisconsin Street (28). Another time, the store showcased a collection of replicas of famous gemstones (29). The jewelry store even presented a solid gold cigarette case to Prince Bertel of Sweden in commemoration of the Swedish Pioneer Centennial (35).

A resounding trend in the history of Schwanke-Kasten Jewelers is their dedication to silver and silverware. In addition to having employed a dozen silver polishers at one point, and carrying silver from the largest, most important silver manufacturers: Gorham, Reed & Barton, Kirk and Tiffany’s, Schwanke-Kasten Jewelers established a reputation of displaying truly impressive collections of silver. Once, the store featured a thousand-piece, $100,000 exhibit of antique Georgian Sterling, Scandinavian Silver, Victorian and English Silver-late and Early American Sterling (30). Some pieces even dated back to the 16th and 17th century! They displayed the ostentatiously expensive King Richard and Queen Mary inspired silverware set (31-32). The firm at Schwanke-Kasten Jewelers took ads out promoting everything silver for bridal thanksgiving as well as tips to how to shop for silverware (33).

Schwanke-Kasten Jewelers firmly believed that educational and historical opportunities would help the public make informed and worthwhile decisions when purchasing jewelry and silverware. William Schwanke believed the number one guiding principle of running a jewelry store, is trust.

1940's

U.S.S. WISCONSIN SILVER TEA SERVICE SET

In 1943, under the direction of Governor Goodland, the appointed John Dickinson oversaw a $7,500 budgeted directive to add a silver tea service and replace and refurbish any missing pieces to the original 35-piece set; ironically designed by Christian Preusser Jewelers, created in 1901. The original silver service set featured 1,552 ounces of hand-wrought silver and was delivered aboard the original USS Wisconsin to be used when hosting formal receptions and foreign dignitaries. While the original USS Wisconsin was decommissioned in the 1920’s, it was recommissioned in 1943. With recommissioning of the newly constructed USS Wisconsin, Schwanke-Kasten Jewelers worked with Gorham Co to create this nearly 450-ounce silver tea-set. It was wonderfully ornate; adorned with “symbolic badgers, pinecones, grain sheaves and the great seal of Wisconsin” (39, 40). The pieces included: a $1,215 tray, $925 hot water kettle, $575 coffee pot, $545 tea pot, $395 sugar bowl with a cover, $335 cream jug and a waste bowl or “slop” for $300. The rest of the budget went to replacing and refurbishing the missing pieces in the original set. In 1988, following the final re-commissioning of what was once the largest battleship in WWII, the 48-piece set was estimated to be worth around $500,000 (42).
GOLDEN ANNIVERSARY

In November of 1949, Schwanke-Kasten Jewelers celebrated 50 years in business. It offered a time to reflect and appreciate the development of this jewelry firm as an institution in Milwaukee. The firm’s tenets were reflected often in an ad that read as this:

“The belief that beauty is no mere accident to life but a positive necessity has made it possible to adhere steadfastly to the principles of fine craftsmanship through prosperity and depression, war and peace. Although there is a great deal of sham art to be had, such work is hurtful not only to the buyer but to the maker and seller as well. Because we are a business, we must of course make a reasonable profit if we are to survive; but we will lose money if we must, before we will dispense poor craftsmanship” (43).

This has been embodied for the following 75 years after the ad ran. Shortly after the celebration, Schwanke-Kasten Jewelers opened their “residential” store at 326 E Silver Spring Drive as one of the first tenants in the Fox Bay building (45).

"RESIDENTIAL" STORE

Mr. Hans Kneyse, at this time was the only surviving member of the original firm at Alsted-Kasten Jewelers and served as vice-president at Schwanke-Kasten Jewelers (44). Shortly after the celebration, Schwanke-Kasten Jewelers opened their “residential” store at 326 E Silver Spring Drive as one of the first tenants in the Fox Bay building (45).

In addition to opening their residential location, Schwanke-Kasten Jewelers “moved up” to the mezzanine loft at 324 E Wisconsin St, a curious move at the time due to giving up a ground level storefront and moving across the street (54). The move was to create a modern, efficient and beautiful store to better cater to the clients shopping needs (56). This store was considered one of the most “finely appointed stores west of New York” (57).

In the spring of 1957, William Schwanke passed away from a battle with cancer at the age of 63 (58). He was survived by his wife, Mercedes Schwanke, who then ran the jewelry company, along with her sister Lola as secretary, and Malcom Dixon, her nephew, as a sales manager. Shortly after his passing, the firm closed and sold their downtown and consolidated their efforts at the Whitefish Bay location (57, 59). Mercedes Schwanke became a rare woman business owner during this time.
BEST BROOCH DESIGN

In the same year, Schwanke-Kasten Jewelers was one of 23 recipients of the Diamonds-International award for best brooch design. This handmade platinum “spray-pin” brooch featured 94 round diamonds, 11 navettes and seven baguettes diamonds that formed a five-petaled orange blossom (61-62). This one-of-a-kind piece was valued at $4,200 in 1957 (62).

1950's - 1980's

In the spring of 1957, William Schwanke passed away from a battle with cancer at the age of 63 (58). He was survived by his wife, Mercedes Schwanke, who then ran the jewelry company, along with her sister Lola as secretary, and Malcom Dixon, her nephew, as a sales manager. Shortly after his passing, the firm closed and sold their downtown and consolidated their efforts at the Whitefish Bay location (57, 59).Mercedes Schwanke became a rare woman business owner during this time.

Additionally, during the 1950’s Schwanke-Kasten Jewelers became an Official Rolex Jeweler towards the beginning of the decade and then later an official agent of Tiffany sterling silverware (46 – 47). The following two decades, Schwanke-Kasten Jewelers continued to bring the “unusual as usual” to Milwaukee, including authentic replications of famous diamonds with De Beers and bringing one of the first, full-time lecturers on diamonds to Milwaukee, Mrs. Gladys Babson Hannaford (48-49). In the early 1950’s, Schwanke-Kasten Jewelers created a gem testing laboratory accredited by the GIA (50).

The firm’s wares we exhibited by Lupe Serrano, who was the world-renowned American Ballet Theatre’s first Hispanic American principal dancer, as well as Mrs. John Ogden, the former Milwaukee Symphony’s president (63, 64). Schwanke-Kasten Jewelers co-sponsored the first Rolex Cup Regatta in Milwaukee with Rolex in 1981 (65). In the late 80’s, Rolex and Schwanke-Kasten Jewelers co-sponsored the Crown Cup at the Milwaukee Polo Club with proceeds going to the St. Francis Children Center, where Malcom Dixon was once a board-member (66).

Forward - Onward - Upward

In 1982, Malcom Dixon, Mercedes Schwanke’s nephew (Lola Dixon’s son), took over Schwanke-Kasten Jewelers, marking the beginning of the Dixon family ownership (67). He has worked at Schwanke-Kasten Jewelers as a salesperson for 23-years prior. Sadly, Malcom unexpectedly passed away two-years later in an accident in 1984, leaving the jewelry store to his wife and children. It was briefly run by his wife Patricia, then his son William (Bill) in 1988, and eventually his son Tom beginning in 1994.

Under Tom’s helm, Schwanke-Kasten Jewelers transformed from a silverware and gift store to a leader in high-end watches and timeless jewelry in the Midwest. The store became one of the first dealers of Breitling and TUDOR (when they re-entered in 2013) in the United States. They became one of the first independent jewelers to offer Rolex Certified Pre-Owned watches in 2023. The store exclusively partnered with diamond vendors and jewelry designers who were in compliance with the Kimberly Accord.

Tom continued the tradition of, “Unusual as Usual” as well. He periodically held lectures at local high schools on geology. In the 2000’s, along with Breitling, he coordinated an event with the pilots of the Breitling Orbiter, the first hot air balloon to circumnavigate the globe (68), and hosted the Breitling Jet Team in 2017. Schwanke-Kasten Jewelers had the opportunity to display the Wanamaker PGA Trophy to Milwaukee in 2010 with Rolex for the PGA Open at Whistling Straits (69). Even Mr. Roberto Coin, himself, was featured for an event in 2016. In 2019, Schwanke-Kasten Jewelers hosted a watchmaker to give demonstrations from Grand Seiko in Japan.

n 2003, a neighboring business started on fire, which caused water damage to the store; Tom had the opportunity to purchase a building across the street at 417 E Silver Spring Dr, where the store resides today.

The store opened in a downtown location twice. The first time was in 2007 on 763 N. Broadway Avenue, across the street from the Milwaukee Athletic Club, which closed in 2011. Then again in 2013, inside the Marriott Hotel at 623 N. Milwaukee Street, next to the building which Alsted-Kasten originally occupied; which closed in 2019.

In 2017, Charlie Dixon, Tom’s eldest son, joined the company; marking the 3rd ‘Dixon’ generation to work at the store. His focus on digital marketing helped transform the company’s reach further in the era of the internet. He became president in 2023, while Tom continues his role as CEO and owner of Schwanke-Kasten Jewelers.

In 2021, with the help of the Whitefish Bay Business Improvement District, Schwanke-Kasten Jewelers began construction on building an entire second floor to elevate the shopping experience. Partnering with the award-winning architecture design firm, LA DALLMAN, whose co-founder James Dallman, Tom went to grade school with, created an award-winning lounge; complete with a full kitchen, bar, dining room, office, and patio. The philosophy behind the design came from an ever-changing retail environment, clientele continue to look for a more personal, deeper connection and experience-driven shopping experience. LA DALLMAN took inspiration drawn by the precision of timepieces and the facets of stones, to create a space designed with sensuous materials, meticulous architectural details, and a prismatic skylight that carves daylight into the interior. Looking for trends and industry benchmarks driven by the high-end retail environments of major cities from around the world, the space aimed to be contemporary yet approachable. A space worth marking some of life’s most precious and significant moments. An elevated multi-use area, perfect for hosting a multitude of events, such as trunk shows, small private client dinners, delivering exceptionally special items for monumental occasions. The project won an award from the Boston Society of Architects in 2022 and an award from the American Institute of Architects - Wisconsin chapter in 2023.

Shortly after the completion of the upstairs, the main showroom was remodeled to reflect a another trend of shopping. This open concept showroom reflected shopping alongside the client rather than selling to the customer from behind the case line. A full remodel of the showroom and offices was concluded in early 2023.


In 2023, he was named President, running the buying and day-to-day operations and marketing. Tom remains active as Owner and CEO.

Beyond

For 125 years, Schwanke-Kasten Jewelers have brought the unusual, beautiful and timeless selection of fine jewelry and the magnificent culture and service that surrounds it. By staying nimble, being engaged with the community, and never sacrificing our commitment to outstanding quality and service, we have prevailed through wars, economic downturns, pandemics and massive changes to industry and lifestyles. We eagerly await what the next 125-years hold for Schwanke-Kasten Jewelers and most importantly, we look forward to assisting you select a memorable gift for whatever the occasion may be. Because, jewelry should never be ordinary

Vintage Jewelry Drawings