Bismarck's 5 Second Rule Bracelet Shop to Open Permanent Kirkwood Mall Location

The faith-driven accessory brand will celebrate its grand opening on February 6th.

Jan. 30, 2026 at 4:55pm

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A well-known Bismarck business, the 5 Second Rule Bracelet, is moving into a new permanent location inside the Kirkwood Mall. The owner, Pam Emmil, started the business in 2018 and designs the bracelets, which she sees as more than just accessories - they serve as reminders that people are never alone and equipped to face whatever comes their way. The 5 Second Rule shop will be opening in the JCPenney wing of the mall and will be celebrating its grand opening on February 6th.

Why it matters

The addition of the 5 Second Rule Bracelet shop is another sign of the changing retail landscape at the Kirkwood Mall, which has seen the closure of some long-standing stores like Eddie Bauer as well as the arrival of new boutiques like Revel and Drift Clothing. The 5 Second Rule brand's move to a permanent mall location indicates the continued demand for faith-based and inspirational accessories among Bismarck consumers.

The details

Pam Emmil started the 5 Second Rule Bracelet business in 2018, designing bracelets that she sees as more than just fashion accessories. Emmil wanted the bracelets to serve as reminders that people are never alone and are equipped to handle whatever challenges come their way. Previously, Emmil has sold the bracelets at events like Bike Night and various vendor shows in the Bismarck-Mandan area. Now, the 5 Second Rule shop will have a permanent home in the JCPenney wing of the Kirkwood Mall.

  • The news of the 5 Second Rule Bracelet shop's Kirkwood Mall location was announced on Facebook on January 29, 2026.
  • The grand opening celebration for the new 5 Second Rule shop will take place on Friday, February 6, 2026.

The players

Pam Emmil

The owner of the 5 Second Rule Bracelet business, which she started in 2018. Emmil designs the bracelets, which she sees as more than just accessories and wants them to serve as reminders that people are never alone.

Kirkwood Mall

A shopping mall located in Bismarck, North Dakota that is undergoing changes, including the closure of some long-standing stores and the arrival of new boutiques.

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What they’re saying

“Now, it looks like the 5-Second Rule shop will have a new permanent space, where it will likely get quite a bit of foot traffic.”

— Andi Ahne, Author

What’s next

The 5 Second Rule Bracelet shop will be celebrating its grand opening at the new Kirkwood Mall location on Friday, February 6, 2026.

The takeaway

The addition of the 5 Second Rule Bracelet shop to the Kirkwood Mall's retail lineup demonstrates the continued consumer demand for faith-based and inspirational accessories, even as the mall experiences other changes in its tenant mix. This move highlights the resilience of mission-driven small businesses in adapting to evolving retail landscapes.