"It's in our blood. We have been doing this for four generations," said President Jim von Maur.
And the von Maur generations came together again on Saturday. Jim von Maur stood next to family members at a ribbon cutting for the company's 28th store, now located at the Eastview Mall in Victor. Shoppers were greeted at the door with roses and chocolates as they walked in.
"This is part of the family. The business and the family are really one," said Jim von Maur.
Looking to expand, the company wasn't convinced at first that it should make the Rochester area part of their family. But a visit in person changed all that.
"When we came out to visit the community we were just amazed by the growth and everything we saw. Then when we saw the shopping center at Eastview, it's one of the best shopping centers we are in," said Jim von Maur.
Shoppers weighed in on the new 140,000 square foot, two story addition to the mall.
"It's got a different feel to it I guess. It's very happy and cheery and just different," said Shopper Robin Amico.
"When I just bought something here I had one of the clerks tell me about a sale on a suit in another department. So they are just always trying to help you not only in the department you are in but everywhere else," said Shopper Jim Sementilli.
Dennis Wilmot of mall owner Wilmorite said Von Maur is an important addition for the mall.
"They offer a lot of luxury brands currently aren't available either in the small shops or the other department stores. Their shoe department which they are known for is enormous," said Wilmot.
The store put its best foot forward with its selection of clothes, shoes, jewelry, makeup, gifts and other items on opening weekend.
"We cover all price points. We got every age group covered. You can buy a nice cute gift for a baby or something for your grandmother. We have something for everybody," said Jim von Maur.
"So far I think it's awesome," said Shopper Susan Lask.
The upcoming holiday shopping season will be the first chance to see if shoppers' enthusiasm pays off at the registers. Von Maur has already hired 150 people. Managers, we're told, are looking to hire even more.