A Modern Classic Shines
Inside the San Luis Obispo atelier where Baxter Moerman Jewelry designs, makes, and sells every piece under one roof
Baxter Moerman interior
By Jessica Ritz
Photography by Elliot Johnson (Interior); Barry Goyette (Portrait)
Since meeting more than 25 years ago and then introducing their first jewelry collection in 2007, Matthew Moerman and Matthew Baxter have followed a distinctive creative path in San Luis Obispo. From the first compact 400-square-foot studio, workshop, and storefront on Morro Street that the duo opened in 2009 to the more expansive space on Garden Street they’ve occupied over the past decade, Baxter Moerman Jewelry has become a destination for loyal clients and those who appreciate fine craftsmanship and design. Locals and traveling customers appreciate the unique pieces crafted on-site, using precious stones and metals in forms that feel simultaneously contemporary and timeless.
Baxter Moerman Jewelry’s “Modern Classic Jewelry” tagline has proven to resonate organically. “It’s classic style with clean lines and modern finishes,” Moerman says about the overall sensibility. The company exclusively designs, produces, and sells its original pieces from the SLO home base.
Much like chefs let ingredients lead or architects highlight the inherent characteristics of building materials, Baxter and Moerman allow the gemstones to help determine their final presentation. “The most inspiring thing is to start with finding exceptional gemstones,” Baxter says, adding that Baxter Moerman Jewelry creations resist feeling “overdesigned.” Annual trips to the Tucson Gem Show and other direct sources mean the vault holds surprises—certain finds that often won’t be available again, given that scarcity is part of the magic of jewelry. “One of the unique things about gemstones is there’s a source that might be mined out. Some in our vault have become rare,” he says. Baxter Moerman Jewelry has also garnered a reputation for its finely textured metals and intricate motifs, exactingly executed in 18-karat gold and platinum.
“There might be a ring that stays in the case for a couple of years, and someone might walk in and bond with it. That’s an incredible experience. ”
Although Baxter Moerman Jewelry maintains a robust e-commerce platform, the in-person shopping experience at the downtown SLO boutique is a core extension of the brand ethos. “We have an aesthetic we both like, and we want it to be an expression of that,” Baxter says. The attention to tactile detail, as seen in the bespoke artful wood-and-glass display cases and the warm wood-lined walls, echoes the intention and care applied to all the work produced mere steps away.
Guests who walk into the store, either out of curiosity or as a destination, “feel like there’s a level of quality that is subtle” yet nonetheless palpable, Baxter says. Compared to other relatively formal jewelry stores, the open, gallery-like space is approachable and warm—a place where the hospitable team can listen closely to clients’ needs and interests to find the perfect match. “We’re passionate about everything we put in the case,” Moerman adds.
Customers are welcome to touch, feel, and try on goods that often represent deeply personal, meaningful decisions that will last a lifetime. Baxter and Moerman intuitively understand the emotional significance of both the product and the selection process, and they respond accordingly. “We want to have a relationship with our customers,” Baxter says. Many pieces are customized to suit a client’s needs.
Whether it’s showcasing stunning engagement rings and wedding bands with dazzling solitaires or stone clusters, or the bold yet restrained geometric Phoenix collection, staying true to their personal vision rather than chasing trends has proved to be the most rewarding strategy for these artisans. “The jewelry we’re designing and making is based on what we are inspired by, and what we like,” Baxter says. “There might be a ring that stays in the case for a couple of years, and someone might walk in and bond with it. That’s an incredible experience.” 1128 Garden St., San Luis Obispo, baxtermoerman.com
