Barb and Don Merritt behind the count er at Merritt Jewelers in Pequot Lakes. Photo by Nancy Vogt

Together, the three family-founded businesses have been in Pequot Lakes for nearly 100 years.

Mike Landecker founded Landecker and Associates in 1973, Caroljean Weise opened Weise Craft and Variety 31 years ago, and Don and Barb Merritt will celebrate Merritt Jewelers' 25th anniversary in August.

"We remember when we were the new kids on the block," said Barb Merritt, who created a Pequot Lakes bobber charm that's only sold at Merritt Jewelers.

Don Merritt's father, Don Merritt Sr., opened Merritt Jewelers on Front Street in Pequot Lakes in August 1984.

"My father taught me all I know," said Don Jr., noting his grandfather also was a jeweler all his life.

Don Jr. grew up in St. Louis, Mo., but his family spent their summers in the Brainerd lakes area, where his grandfather had bought a Round Lake cabin in the 1940s.

In fact, Don Jr. met Barb, who grew up in St. Paul, at Die Bierstube in Nisswa when both were vacationing here.

They married and lived in St. Louis for about three years, and moved to Pequot Lakes in 1986 to buy Merritt Jewelers from Don Sr.

"That thrilled me because my family was from the Cities," Barb said.

Barb was the secretary at Breezy Point Resort in those early years of the jewelry store.

"We starved to death for three to four years," Barb said. "It takes a while to get (a business) going."

Now Merritt Jewelers is a full-service jewelry store that has gone from three showcases to 17.

The Merritts have seen businesses come and go in Pequot Lakes. They remember when they could drive to Pine River in mid-February and not see another car on the road.

"When I first moved here from St. Louis, I felt like I fell off the end of the earth," Don Jr. said.

Now they love small-town life.

"You walk down the street and everyone says hi and makes eye contact," Don said, noting the lakes area was a nice place to raise their kids.

Don and Barb attribute their success to their attention to service, quality and price.

"My dad always said, if someone wants to give you their money it's an honor," Don said, "and you should treat it as such."

When Don Sr. sold his business to his son and daughter-in-law, he retired, but only for about a year. He then worked at Merritt Jewelers until about 2000, when he again retired and moved to Florida. Don Jr.'s son from a first marriage, Charlie, 29, is a goldsmith in Florida.

Another son from a previous marriage, Don III, 32, lives in Pequot Lakes. Don's and Barb's son, Andy, 25, is a civil engineer in Denver.

They have a grandchild, Lark, 11, and Don IV is due in a couple of weeks. And they have a beagle, Harry Winston of Merritt, named after a big jeweler.

The Merritts also credit Kevin O'Hern, a goldsmith at Merritt Jewelers for the past 10 years, for the business' success. Casey Jones, or Roger Awsumb, also helped them a lot, they said, noting he taught them how to advertise and do live radio. Awsumb did personal appearances and was in TV ads with the Merritts, and was a good friend until the day he died.

And, of course, the Merritts thank their customers.

"We love Pequot. The people have been loyal. They've been so tremendous for us," they said, noting longtime customers drive from hours away to shop at Merritt Jewelers.

To celebrate their 25th year in business, the Merritts plan a big celebration in August. Of course, it will include their annual fuzzy dice sale.

That was a brainstormed gimmick Don came up with years ago, and it stuck.

"People love it. They come in just to roll those dice," he said.