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Warsaw business owners and town officials joined Fred and Karen Burke, their son Justin and staff for the September 20th opening of The Fin & Pearl and WATR™.
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Grandchildren Pearl and Fin were the inspiration for The Fin & Pearl brand. Pictured are Fred and Karen Burke listening as their pastor, John Farmer, gave his blessing before the opening ceremonies of the Burkes’ new Warsaw retail stores, WATR™ and The Fin & Pearl. Pictured far right is their son Justin Burke who oversees the Burkes Fine Jewelers showroom in Kilmarnock.
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Find branded clothing and river lifestyle products at WATR™. The Fin & Pearl offers unique coastal chic apparel and unique gifts. © Corey Miller Photo
Karen and Fred Burke grew up in retail families, so it’s hardly a surprise that they’ve been the life force behind Burkes Fine Jewelers in Kilmarnock for all of their 34 years of marriage.
Wanting to leave their son something he could be proud of that could also support him, his parents now handle running the business while Justin handles the showroom.
Because they wanted to leave a legacy for their grandchildren as well, the Burkes conceived of The Fin & Pearl, an upscale jewelry and classic clothing store in Urbanna. The store lasted three-plus years, and the Burkes made the decision to close it in May 2020.
At the time, there were no locations available in Kilmarnock, their first choice for reopening The Fin & Pearl. But when a friend mentioned she was ready to close her business in
Burgess, the Burkes happily took over the space. “The Fin & Pearl does so well there,” Karen says. “It became a destination in Burgess.”
Inevitably, the Burkes began to think about opening a second Fin and Pearl. This time, finding the right location was a no-brainer. Five years ago, the town of Warsaw had approached them about opening a second Burkes Fine Jewelers in Warsaw as part of the town’s Main Street revitalization efforts. Now open for three years, the store in Warsaw continues to grow and do well. And if Warsaw had been good for Burkes Fine Jewelers, why wouldn’t it be good for another Fin & Pearl?
It didn’t take long to find an appropriate building for rent on Main Street beside Relish Restaurant and Wine Bar. The building was big enough to accommodate not only Fin and Pearl but with the addition of a connecting door, it could also house the Burkes’ newest concept: WATR™. And while the name may look like a misspelling of “water,” which is how it’s pronounced, it’s really an acronym for “Weekends at the River.” But WATR™ is geared not just to weekend visitors, but to anyone interested in creating a river lifestyle. “Wherever you live in the Northern Neck, you live on or near a river,” Karen explains. “So, we made the river the focus of WATR™, stocking provisions and all kinds of necessities for river life.”
The Burkes remain sold on Warsaw’s potential. “We believe in Warsaw and the people behind the vision, and we enjoy being part of a good vision,” Fred says. “We hope that by opening these businesses that other retailers will see Warsaw with new eyes and realize it’s time to invest in it.”
At a time in life when many people would be slowing down a bit, or even retire, the Burkes continue to give back to the community and look for fresh opportunities to improve the quality of life in the Northern Neck. Karen is a board member of the Healthy Harvest Food Bank while Fred is a board member of the Interfaith Service Council. Both are active in their church and cite their strong faith as essential to their work ethic.
One major goal is making their store welcoming to the community. “We both have a service-oriented background, so taking good care of our customers is second nature,” Fred says. “We grew up with this being our life,” Karen explains. “We’re together 24/7 and we like that. When Fred’s not around, I look for him.”
Because of their years in retail, the Burkes are well qualified to offer advice to those considering opening their own business here. “You’ll never know until you try, and the only failure is not trying,” Karen advises. “We have a sign in our home that says, ‘No Regrets.’ It’s a reminder that if you learn something from a mistake, you’ll have no regrets.”
With a focus on personal attention to their customers and trying to get to know them as a way of better serving them, the stores have a loyal clientele. Although the Burkes may not interact with customers quite as much as they used to, they still know most of the people who walk through the door at Burkes Fine Jewelers. They’re also extremely close with their current staff, folding them into their lives like family members. “I’d tell anyone who wants to open a business in the Northern Neck that if they plan to operate like a big box retailer, they’re doing it all wrong,” Fred insists. “People here want that personal touch.”
With the recent opening of The Fin & Pearl in Warsaw, the Burkes are free to consider their next WATR™ store location. Because if one thing’s certain, it’s that the Burkes will continue serving the Northern Neck. Karen’s reason is simple: “We believe in us.”
Burkes Fine Jewelers I 86 S. Main Street, Kilmarnock 22482 I burkesjewelers.com I 804-435-1302
Burkes Fine Jewelers I 128 Main Street, Warsaw 22572 I burkesjewelers.com I 804-250-2020
The Fin & Pearl I 684B Jessie Dupont Memorial Hwy., Burgess 22432 I 804-220-2005
The Fin & Pearl and WATR™ I 145-B and 145-C Main Street, Warsaw 22572 I The Fin & Pearl: 804-250-2333 I WATR™: 804-250-2367