OMAHA, Neb. -- A tent will greet Borsheim's shoppers on Friday as more than 20,000 people are expected to browse jewelry this weekend.

Borsheim's has been participating in the Berkshire Hathaway shareholders weekend since 1990 when Warren Buffett purchased the majority of the company's stock. In 2006, Borsheim's remodeled its store to offer more engagement, watch and luxury selections.

Susan Jacques, Borsheim's chief operating officer and president, said that getting ready for the weekend is like a planning a wedding every year with the shareholders as the guests.

"They come up and thank me for the job we are doing. They take tremendous ownership and our staff has an ownership feel for Borsheim's. They look to put forth the best they can do hopefully exceed customer expectations," Jacques said.

Jacques said profits were down across the board in the jewelry business last year, but Borsheim's had a 15 percent increase in sales.

In years past, more than 70,000 passes have been issued for the shareholders weekend.