Bassett Jewelers’ corner location in Minocqua’s historic downtown business district has been a jewelry store since the mid 1970s. Susan Bassett started at the former Kolb Jewelers in 1986. After 8 years of extensive on-the-job training and course work with the Gemological Institute of America (GIA), she and her husband Scot Bassett purchased the store in 1994 and created Bassett Jewelers and Engraving.

Susan Bassett operates as the primary “face” of Bassett Jewelers. She leads the sales team, does jewelry appraisals and repair work and consults with customers and vendors on a daily basis. Susan also does the inventory buying for the store. Her vision and insight fuel the distinctive look of merchandise in every category. Susan’s jewelry industry knowledge and experience is extensive. Many customers consider her their “go-to gal”. We do too.

After GIA training and apprenticeships, Scot Bassett came on board in 1994 as the store’s on-premise goldsmith. Scot’s creative spirit and precise nature work hand-in-hand as he performs intricate repairs in gold and platinum. He works primarily behind the scenes at his bench— but can also be ready at a moments notice to help out on the sales floor. (Or to make the coffee.)

Together they have built a business founded on three words — quality, integrity and service. Their goal — simply to showcase interesting, well crafted merchandise at a fair price and to deliver a relaxed and professional shopping experience to every customer — whether they are searching for a sterling silver charm or a 2 carat diamond ring.

Join us at Bassett Jewelers in downtown Minocqua, where the door is open and you are always welcome.