Michael and Rita Linder, longtime owners of Jewel Mark on the Plaza, will soon open a second fine jewelry store at Buffalo Thunder Casino and Resort in Pojoaque.

The Linders, in Santa Fe since 1987, expect the new, 400-square-foot store to open between May 15 and May 22 — in time for Memorial Day holiday crowd and the beginning of the resort's summer season.

"It's very good timing," said Michael Linder.

The Linders say the Hilton came knocking on their door looking for a high-end jewelry retailer to complement a clothing boutique, a gift shop and its consignment art gallery that features the work of artists from Santa Fe's Indian Market.

"We were the store they wanted in their resort," said Rita Linder, who said her family has been in the jewelry business in Europe for centuries. And the "amazing" financial arrangement they were offered was too good to turn down.

The Linders will offer diamond bracelets, rings, necklaces and Cartier, Christian Dior and other high-fashion watchmakers, testing the waters of the Hilton's clientele by first offering jewelry in the $1,000 to $5,000 range.

That's the range, that is, "Unless some (gambling) winner says 'I want a big diamond', and we'll have it there in
15 minutes," Rita Linder said.

The Linders' Plaza store features fine jewelry that runs as high as $200,000.

The two began their Santa Fe retail business in 1987 with a corner in the Char boutique on Old Santa Fe Trail. It wasn't long before they opened their own store at Alameda Street and Old Santa Fe Trail, where they stayed for 11 years before moving to 80 San Francisco St. on the Plaza.

The Linders began in the jewelry business as wholesalers in New York City before moving to Palm Desert, Calif., and after 20 years there, on to Santa Fe

At Buffalo Thunder, construction of the store is under way in what had been a casino services area in the lobby, next to the Red Sage restaurant.

"It's a great location," said Rita Linder. "Everyone has to walk right by us to get to the concert hall." The store will be open daily from 2 p.m. to 10 p.m.

She said the new store will be "elegant but with a Southwestern flair," and noted that the showcases will be a black hardwood with a natural wash patina. And like the downtown shop, the new store will have at least one antler chandelier.

David Oakley, the pueblo's executive director of marketing for the resort, described the Linders' store as "a good match for Buffalo Thunder." He said operators had been looking for a higher-end jewelry store for the space formerly occupied by the casino services operation, which was moved to the casino floor.

Oakley said the Linders are leasing the space through the pueblo's operations.