Las Vegas Sun

March 29, 2024

Landmark downtown shop changes focus

Trader Bill's souvenir shop, a downtown landmark for 85 years, is experiencing a change to meet the demand of modern-day Fremont Street shoppers looking for more high-end merchandise.

Instead of turquoise jewelry and assorted knickknacks, the store now displays jewelry ranging from $10 silver charms to a $240,000 Harry Winston diamond platinum ring.

"More than 25,000 people a day walk along Fremont Street, and we have something for everyone," said Michael Mack, owner of Trader Bill's Jewelry Outpost, which opened Thursday.

Mack leases 700 feet of space in the old Trader Bill's store from Todd Marshall, who two years ago purchased the business from Margaret Mirabelli.

Today, the old Trader Bill's is divided into two very different stores: the Jewelry Outpost, and Las Vegas Harley-Davidson, which occupies 3,500 feet of the old souvenir shop.

"When we were kids, we used to hang around Trader Bill's after we saw a movie at the old El Portal," said Don Andress, owner of the downtown Harley-Davidson franchise.

That Harley-Davidson franchise, one of four in Las Vegas, offers everything from $18 biker T-shirts, some depicting scenes of Glitter Gulch in years past, to distressed leather motorcycle jackets that sell for $390.

"The T-shirts sell very well, and we also stock some great leathers and your denims of course," said Nina Lawler, store manager.

Andress said everything for sale in the Harley shop, including a 1962 Harley "Panhead" that sells for $14,000, was manufactured or endorsed by Harley-Davidson.

The vintage motorcycle, painted fire engine red, is so named because its two aluminum valve covers look like cooking pans.

Andress, who owns several Harleys, including a Heritage "Softtail," said the Harley accessory business is booming on Fremont Street.

"We've really done well," Andress said. "Harley is an excellent company to be involved with. It's a great franchise."

Because the Jewelry Outpost and the Harley-Davidson franchise are connected, customers found themselves browsing wares from motorcycle jeans to diamond and sapphire brooches.

But Mack said the marriage of the two businesses works well on Fremont Street.

"We're the only jewelry store on Fremont Street, and we generate a lot of interest," Mack said. "People love to come into both stores to browse. And we like to see customers. I grew up in downtown Reno, and I love the tourists."

Mark Paris, president of the Fremont Street Experience, said both businesses are a "definite plus."

"The thing that's important to us is the streetscape -- how it looks -- and the owners of Trader Bill's have maintained the neon and lights that we feel are in keeping with the spirit of Fremont Street," Paris said.

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