Darren and Eryn Maertens couldn’t do much to celebrate their store’s 67th anniversary in 2024. Last year’s major renovation and expansion, which took six months to complete, forced the couple to limit anniversary celebrations knowing big changes were on the horizon.
After their grand re-opening event in late November, it’s safe to say the co-owners of Gaylord, Michigan-based Hogan’s Jewelers will be ready for a major party in October 2028 when the store hits its Big 7-0.
The expansion was more than just adding extra room for dedicated departments and office space. Equally important was moving additional linear square feet of display case space and showroom square footage into a retail space that was rented and then vacant for a number of years. The added bonus is that it’s a corner space which is always a retail game changer.
In 1958, Ollie and Geraldine Hogan opened their jewelry store. Three years later, the couple moved a few blocks east to 311 Main Street – the store’s current location. “The original owners purchased three retail spaces in that move,” says Darren. “Two were used by the store and the third space was rented out. When that business closed the opportunity for expansion finally presented itself.”
With 3,200 square feet of showroom space, Hogan’s has the stature to go with its lengthy and rich history. “It’s the oldest continually-operated business in downtown Gaylord,” says Darren.
Ollie and Geraldine were the “power couple” of the day in Gaylord (current population around 4,400). They quickly gained recognition as a full-service jeweler. Ollie was known for his daily walks on the downtown sidewalks.
He often carried jewelry items in his vest pocket and was known to conduct store business during his daily strolls. This earned him the moniker of “Ambassador of Main Street,” according to Darren. While Ollie was the exterior face of the family business, Geraldine’s area of expertise was the back office.
After 22 years in business Ollie and Geraldine sold their store to their daughter Betsy Hogan Sanders in the mid-1980s. Betsy and her husband Gene Sanders ran the store together for a short while. Betsy would later pursue her passion for teaching and dedicated 30 years of her career to teaching high school.
Gene became the driving force behind the family business. In less than a decade he expanded the store in the run up to Hogan’s 50th anniversary in 2007. For their 50th year, Hogan’s transformed the grandfather clock and curio cabinets into the diamond room.
During that time they also added 28 linear square feet of case space, an additional six cases, plus five window wall cases, all specific to diamonds. The changes were well received by customers and thus began the renewed growth of Hogan’s.
Eryn joined Hogan’s at 15. She worked closely with Gene and learned retail jeweler essentials from him while studying diamonds and gems. In 1998, Eryn earned her Graduate Jeweler Gemologist (GJG) certificate from the Gemological Institute of America (GIA). Eryn worked at another jewelry store later in her career, but moving back to Gaylord to work with Gene on the future purchase of the business in 2003 was always part of the plan.
While Eryn was sharpening her retail skills and gemological prowess, Darren was busy honing his wholesale competencies and gaining his own retail experience later in his career. After graduating from the Gem City College with studies in jewelry manufacturing and design (and earning his Diamond Grading certificate and Gem Stone Identification through GIA), Darren started working on the wholesale side of the industry with an East Coast-based jewelry maker.
During his traveling sales rep days, Darren called on Hogan’s as part of a client visit. He met Eryn. They discovered mutual passions for the industry and shared work ethics. They started dating in 2014, and married three years later.
In the years before Darren and Eryn began dating, Gene and Eryn were working toward a buy/sell agreement, announced in April 2010. Sadly, Gene passed away in September 2010. His passing was unexpected and devastated the community and staff.
Darren eventually left his sales rep job and began working at Hogan’s. In October 2021 Darren and Eryn became the official owners of Hogan’s.
Eryn and Darren had been working together at Hogan’s long enough to know what changes would need to happen the moment they took ownership. Purging old inventory was job one. Then a new 700-square-foot custom and repair shop with all the latest tools and tech was created.
These changes and upgrades were the first steps toward the major renovation and expansion coming in three short years. “Last year’s remodel was definitely a learning process for us,” says Eryn.
For starters, the building was constructed in the early 1900s. Many concrete walls had to be broken down and busted through, according to Eryn. Even the height and depth of windows had to be changed. “It was a full gut job,” says Darren.
This massive project was designed by Jesse Balaity Properties. Seidell Architects was the architect. Gal Interiors built the cases, and B&B Construction was the general contractor for the project. During the six-month project the store was only closed for three days. Eryn, Darren and their steadfast staff kept operations going as best they could to serve customers.
“The true grit of our staff helped us get through it,” says Eryn. “And, our clients are loyal and were excited to see the construction process. When it was complete we looked at our brand new/old store in our 67th year and realized that nothing worth it is easy. And this was so worth it.”
Change is always good and should be welcome. Darren likes the additional elbow room that came with the expansion and remodeling. “It’s nice to have the extra space,” says Darren. “The extra space is helping us provide the best luxury experience to our clients. For example, we went from 85 linear square feet of display case space to 195. And, the new Diamond Consult office is Eryn’s favorite change.”
Summer and fall were hectic and stress-filled, but the couple held their grand re-opening event on November 22. – just in time for Christmas. Their clients continue to be amazed with the transformation. Many didn’t realize the actual building was so large, says Eryn.
“The space is inviting and with a clean, bright, yet still ‘up north’ and relaxed atmosphere,” says Eryn. “We are busy, very busy most days year-round. Busy is great.”
As Eryn, Darren and their dedicated and long-standing staff continue to take in the new surroundings of their “old” store, they also are thankful for much that has happened in the past. The store founding by Ollie and Geraldine, the modern transformations under Gene and Betsy, Eryn’s tutelage under Gene, and the promise of a succession plan for the future that honored the store’s history.
