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Jeweler to the St. Louis Cardinals Talks Baseball

The Shane Co. has been the jeweler to the St. Louis Cardinals for 13 years.

The Shane Co. jewelry store, in Brentwood now, and moving to Olivette in early 2013, has been the official jeweler to the St. Louis Cardinals for 13 years. The store has been in St. Louis for 15 years.

Rordan Shane was in St. Louis last week.

Shane said in spite of Shane Co.’s relationship with the St. Louis Cardinals, he's not a Cardinals fan.

“I would be lying if I didn’t say that being a Colorado boy, the Rockies are my hometown team,” he said.

That being said, I went to several Cards games last year, and several the year prior. I brought a group of 12 with me last year, all Shane Co. associates. I also attended the amazing game two of the World Series last year, and was fortunate to watch from the team box,” he said.

He said culturally, the Cardinals and the Shane Co. are similar.

“It’s family-owned as well, and a big staple of the city,” he said. “Certainly we don’t think people (in St. Louis) are as passionate about us as their baseball team, but our values align very close with them.”

He kindly said he hopes the Cardinals defeat the San Fransisco Giants in the National League Championship Series.

About those radio commercials? Rordan Shane said his dad, Tom, has recorded them (“Now you have a friend in the diamond business”) for 42 years, the longest-running ad campaign in radio history.

He said his dad is in the studio almost every Monday, to keep the message fresh.

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