Since ELIZABETH IZAGUIRRE, 27, decided not to become a dentist and instead purchased her mother’s three New York City jewelry stores, she has launched ecommerce, gone viral on Instagram, begun to sell high-end watches, and counts celebrities among her clients. She’s more than quintupled revenues at Elizabeth & Co. in three years. “I knew that we needed visibility,” she says. “We didn’t have a website or Instagram. We created an Instagram, @ Elizabethandco, and everything happened so organically. All I wanted to do was put together content that I loved and share it with the world.”

ONLINE EXTRA

How did the business begin?

It’s my legacy. My mom is from Peru and she immigrated here in the early 1980s. She came during a time when they changed the gold standard in the U.S. and with a lot of work and a little bit of luck she opened up a store in the Bronx and it took off. We came to Washington Heights, and my mom had such a great run for the past 30 years. I graduated college in 2017 and went to go study diamonds. I’m a GIA graduate and I prepared myself a little bit before I got into the business 100 percent.

What was your early experience with the business?

My mom was a single mom and she would take me to the store on the weekends. I began visiting my mother’s stores from a young age and was always taught the ins and outs of the industry and quickly began appreciating the jewelry and clients we worked with. My Mother gave me confidence and independence within the business and because of this I’ve been able to start expanding and building upon what she created.

How did you decide to follow in your mom’s footsteps as a jeweler?

I spent my entire life thinking I was going to be a dentist. I went through sophomore year as a bio major. I thought that was it for me. It wasn’t till my mom realized when I was a sophomore that I was really into becoming a dentist. She thought I would change my mind and ralize what she created. At the end of sophomore year I had to declare the major and my mom just took me to work with her. She took me to the diamond district here in New York and did all these business deals. She was a total boss bitch and she showed me what she was doing. It was so cool! The business deals were eye opening. I realized I could go my entire life without being the boss in the room. It changed my perspective on everything. How well respected she was throughout that day. How she just moved like walking on water. It was the coolest thing for me to see as a 19 year old. That’s when it really clicked to me. I’m doing the wrong major and maybe I should just go major in finance and business administration!

How else does your mom inspire you?

She’s the first generation of jewelers. Being a woman in the industry, today it’s normal but back in the 1980s that was kind of unheard of. Dad always said `Stay home, take care of the kids.’ He wanted her to be a housewife and that’s not what she wanted to do. Thanks to her we get to live this beautiful fulfilling life. I love my mom because that’s my mom, but to have your mentor be this extraordinary woman, for me all I want to do is carry on this legacy. For my future kids, too. Mom is retired. She said, `I cried here. I suffered here. I bled here. I’m going to go see the world now.”

What did you do to prepare to buy the business?

It was very important to me to ensure I had all the knowledge going into the business. I studied at GIA so that I could learn all about Diamonds, CADS and more! I’m pleased to say that I am now a GIA Certified Jeweler and can supply some exquisite diamonds to my clients that will add an extra special touch to everything we do. Feel free to contact us for more information on this if needed.

How did the business really take off for you?

The first thing I knew that we needed is visibility. We didn’t have a website or Instagram. Social media platforms, that’s how a business is now seen. They want to see what you have online to see if it’s even worth going in. we created an Instagram and it went viral, it was so beautiful, everything happened so organically. Back in 2021, Cardi B invited me to Vegas for her birthday party. It was so awesome and everything went crazy afterwards. I started working with a Latin artist, Johnny Ventura. I’m Spanish and I like to represent the Latin community. I was involved with the Ventura family. Went to a music video in Puerto Rico to style the band La Cervesa. And from there I did a sponsorship with Remi Ma for the first all female rap battle. Then I had Offset come to my store as well.

What do you like about your work life now?

I know this is work, what we have to do, but I really do love it. I really do like creating the content. In order to give mind body soul and give everything you got you got to love it at least. Or at least you better. It makes me happier when my team feels like I’m worth following. How can I make them want to follow me if I don’t believe in my ideas? What keeps me going is knowing if I fail, they fail. If I fall they fall. My team and everyone around me I try to keep positive.

What does your mom think about your success?

She’s over the moon. Everywhere she goes, she says `You’ve got to follow my daughter.’ It’s the cutest thing ever. I know she’s so proud. I’m the youngest and I don’t think anyone ever expected much from me. I was such a rebel when I was little. I had such a big personality, where you can put me in a room where I don’t know anyone and I will make friends. I was never scared to knock on a door.

How did you get the idea you wanted to be a dentist?

My older sister is a dentist and she is eight years older. She did so well and got accepted into NYU with an amazing scholarship. We knew our parents were jewelers, but at the time, it didn’t mean anything to us. My sister trapped me into thinking we can open up our own practice. I was always bright in school in the science department. It did make sense at the time, so I went to NYU, too, and her professors were counting on me to represent the biology department, too. I did really well. And then at the end of sophomore year is when I took a turn.

The post New York City Jeweler Takes Family Business Online appeared first on INSTOREMAG.COM.

Wendy Johnson, senior buyer’s assistant for Borsheims, has been selected by her colleagues as the winner of the company’s prestigious Ike-It Award, named for Ike Friedman, who owned the company from 1947 to 1989. Johnson, who grew up on a farm outside of Albion, NE, earned a bachelor of science degree in apparel marketing from the University of Nebraska at Kearney. She began working at Borsheims in Omaha, NE, in 2007 and was promoted in 2019. “Our staff is grateful for her positive attitude and tremendous work ethic,” said Borsheims CEO and president Karen Goracke. Johnson lives with her husband Matt and sons Andrew, Aaron and Nathan, who all love soccer. “If I’m not working, I’m at one of their sporting events,” she says. “I like to walk a lot, hike, travel with my family, I just love being outside.”

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ONLINE EXTRA

I LOVE MANAGING PEOPLE. I think more than I love jewelry even. I think I have stayed in tune with people’s needs, which is a full-time job. If someone is starting to say they are overwhelmed, I’ll work on getting help in that department quickly. We do reviews every quarter, in depth, about what’s going on, how they’re feeling about their work, their boss, about me, and I make sure people take vacation.

WE HAVE AN UNLIMITED VACATION POLICY. If their manager approves it, they can take the time off. There’s no hard limit. Most people take a month off. If you start getting to eight weeks that would start to feel excessive. I have had people get married and go on their honeymoon and take three weeks off in a row. It tends to work out. The team loves it, so they make it work for each other.

OUR CULTURE is one of autonomy, accountability, and flexibility. I hire personalities, not skills, knowing that the right people can learn about diamonds – but the wrong people can’t learn flexibility or work ethic. Managing well is a lot of work – weekly one-on-ones, celebrating workiversaries, etc – but it’s the single most important thing I do. If you’re not a people person, make sure your manager is.

The post Risk Taker Grows Custom Jewelry Business with Her Dream Team appeared first on INSTOREMAG.COM.

Jewelry designer Desi Torem believes that everyone should feel like a celebrity no matter their budget. As the manufacturing source for her designs (jewelry manufacturer MK Luxury Group is owned by her father, Moshe Kraiem), she’s able to provide attainable luxury. A former celebrity stylist, she treats all of her customers like stars at the Beverly Hills retail jewelry boutique she opened with her brother, Justin Kraiem, last year. Desi is a graduate of the Fashion Institute of Design and Merchandising in Los Angeles and the face of the JustDesi brand.

ONLINE ONLY Q&A with Desi Torem

What has been your biggest challenge?

I would have to say that my biggest challenge has been balancing all the different hats that I wear. Sometimes it’s hard to relinquish the need to control every moving part of the business and trust myself to delegate responsibilities to my team. Creatives have a great sense of attachment to their art, so I’m constantly needing to remind myself that my personal attention needs to be focused on the more important aspects of the business.

What do you do to keep up your energy?

In 2022 I started a business, opened a retail store, planned my wedding, and got married, so I’ve been busy to say the least. My schedule doesn’t leave much room for “me-time”, but for the last year or so, I’ve been leaning more heavily on my religion to keep me grounded. Observing the Sabbath has really provided me the relief I didn’t know I needed. One day a week to shut off your phone, put your work aside, and connect with the people you care about allows you to recharge and start each new week with a sense of calm and renewed spirit.

How many roles do you have in the business?

My brother and I founded the company at the height of COVID as a team of two, so we really had to do everything on our own at the start. While my team is growing, I still take a pretty hands-on approach in my business and wear a lot of hats. I am still very much involved in the day-to-day operations and customer relations, in addition to the executive responsibilities and designing, of course. I treat this company like my baby and am still not quite ready yet to loosen the reins and am thoroughly enjoying every minute of our growth.

How did you become comfortable modeling for your business?

It’s really challenging not to be self-critical. I still battle with my confidence in front of the camera, but I hope it inspires other women to get out of their comfort zones and challenge their self esteem issues too. While its difficult to do, I think being the face of my brand as an ordinary woman also really humanizes an otherwise very superficial industry. I think people can envision themselves in something better when they see real people modeling it. So while it still makes me wildly uncomfortable sometimes, I think its important for me to practice what I preach, and show people that luxury is within reach, confidence is built, and that everyone is deserving of feeling like a star.

What is your brand’s message?

My brand is all about attainable luxury for the masses. Our mission is to make everyone feel deserving of love and a bit of spoiling. Whether you are shopping for yourself or for someone else, its our job at JustDesi to make sure you leave with a sense of pride in your purchase. We live for the moments that put smiles on people’s faces and take the job of finding the perfect piece for each individual person very seriously. It’s a high-class, tailor-made experience for all. Budget shouldn’t stand in the way of luxury and value.

What is your secret to working with family?

I can see how working with family could be challenging, but it actually works really well for my brother and me. Justin and I both play very different roles in the structure of our organization, and really trust each other to do what we show up to do. I think the secret is establishing clear roles, agreeing on goals, and communicating behind closed doors when obstacles come about. I’m lucky to have him, truly.

Why does retail appeal to you?

While design is my true passion, I love the people part just as much. I come from the manufacturing side of the industry, and while that put us in a really unique position to service the market with incredible value, it also was exciting for me to be able to actually help people. Everyone needs a jeweler they trust. I become an enormous part of my clients lives and so many of them have become my great friends. Caring for my clients and getting to know them on a personal level, allows me to service them in a way they haven’t experienced before.

How do you create a luxury experience for everyone?

Simply put, our store breathes opulence, but our prices don’t break the bank. There is no better feeling than being invited into a store like a VIP, and leaving knowing that in addition to a wonderful experience, you also got a great deal. But more than that, I think, is the service you get when you walk into our doors. It’s incomparable. We’ll work with you, and treat you with the same respect and care, regardless of your budget. You’re welcomed in with champagne and chocolates, and walked through the showroom, to our in-house atelier where you can actually watch your jewelry being made. And because jewelry is such a personal thing, you’ll work with a style consultant to create a complete look, unique to your individual taste, lifestyle, and budget.

What do you think other retailers can learn from JustDesi?

I think retailers do themselves a disservice by focusing too much on the sale and not enough on the client. It’s important to be flexible and accommodating, and while everyone knows the saying “the customer is always right”, great customer service is still very hard to come by. Owning your own business isn’t a 9-5 job. I’m on call for my clients 24/7 and even though jewelry doesn’t sound like it should be an emergency, I can’t tell you how many late nights I’ve worked, jewelry home-deliveries I’ve made, insane deadlines I’ve had to make, or unrealistic expectations I’ve had to meet. My clients know they can call me at any time and that nothing is out of my scope of work. I go above and beyond for them, and I think the personal attention and dedication to their happiness provided at JustDesi is something all retailers can learn and grow from.

What do you like about your location in Beverly Hills?

I grew up in Beverly Hills, so this area feels like home to me, but for most people, it’s suggestive of a very exclusive and intimidating neighborhood. Most of the surrounding stores can only be shopped by the rich and famous. Our intention was to deviate from that stigma and create an inviting, pressure-free experience, in an otherwise very exclusive neighborhood. We welcome all genders, races, and income brackets into our family, and have something for everyone.

How do you foster relationships with celebrities?

I try to treat them like real people, and I think that they appreciate that. I think so much of their lives revolve around how others perceive them, and I just try to keep it real with everyone regardless of their status.

What has been the most exciting aspect or moment of opening your store?

It’s hard to pinpoint the most exciting moment since this year has been filled with so many incredible highlights, but we just celebrated our one-year anniversary in December. Seeing the culmination of the many relationships we’ve cultivated this year come out to celebrate and support us was a really special and emotional experience for me. It wasn’t just a sense of pride, but rather, gratitude for the ups and downs and everything in between.

What type or style of jewelry have you enjoyed wearing lately?

I have the luxury of changing up my jewelry, so my style and metal choices change pretty frequently. I think jewelry has the power to transform a look completely, so I accessorize based on my mood or outfit. I take a lot of risks with my fashion and my style changes all the time, so my jewelry needs to reflect a multitude of vibes from classic, to edgy, or glamorous. On my low maintenance days, my staple pieces will always include an easy pair of hoops, a bangle stack, multiple hand-chains, and some sort of evil eye for protection.

How has your life or career up to now surprised you?

Launching my business and planning my wedding at the same time wasn’t exactly the plan, but with COVID, we had to roll with the punches and adapt accordingly. I feel like building a business and starting a marriage have a lot of similarities, and I couldn’t do either one without a supportive team or husband. Teamwork makes the dream work!

The post This Beverly Hills Jeweler Is the Face of Her Retail Brand appeared first on INSTOREMAG.COM.

Andy and Jenn Koehn are the modern-day Koehn & Koehn of their business, which was founded by Andy’s grandfather sometime in the 1930s. “We aren’t exactly sure when we were founded,” Andy says. “The Koehns aren’t so into numbers. Ha!” Jenn is responsible for back of the house, and Andy is up front working in sales, training and as a greeter. They call their enterprise a “family business with soul” and infuse it with all the authenticity, personality and humor at their disposal.

The post Wisconsin Jewelers Run “Family Business with Soul” appeared first on INSTOREMAG.COM.

Aslam Bakshi was 21 and living in India when he had the opportunity to move to the Caribbean for a job in a jewelry store, where he became a top seller. When his boss’s invitation to help open a store in Miami met obstacles, he worked for other Miami companies before opening his own, Diamond Images, 15 years ago. Although his wife, Rubina, is his only co-worker in their Miami office, which is retail focused, every custom piece is made from scratch in his building; many of his 300 neighbors are manufacturers. In the beginning, he says, he would drive 80 miles to make $150 profit on repair jobs. Now he has 182 5-Star Google reviews, his sweet spot in retail sales is $20,000 to $100,000 and he imports diamonds for other retailers, some of whom make jewelry for rappers.

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Cheryl King has worked for Zachary’s Jewelers in Annapolis, MD, for seven years, establishing herself as indispensable from Day One, say owner Steve Samaras and his sister, Evangeline Ross, chief experience creator. King’s role has morphed from back-of-the-house specialist to store merchandiser and event planner. “She is incredibly creative, organized and smart,” Ross says. In addition to her formal roles, King has also become a jack-of-all-trades, Girl Friday, honorary store mom and the pulse of the operation, Samaras says. “It’s an honor and a privilege to work here,” King says.

Online Extra

PAST LIFE. I was a stay-at-home mom for many, many years. I worked in property management and my ex-husband was a builder, so I was involved in picking the finishes. I was creative that way.

MULTITASKER. I think what keeps me motivated is that I never have two of the same days here. I always have something going on. If you sit at my desk and close my browser I will kill you! I have so many tabs open at the same time.

ON-THE-JOB TRAINING. I love doing the windows, but I don’t have any training. I wasn’t that stay at home DIY mom at all, but I do have a good eye. That’s been a lot of fun. My favorite part of my job is story telling through the window designs and watching people’s reactions as they walk by. A selfie with a window is the best compliment.

PLACEMENT. If you have a good buyer, the jewelry will sell as long as you can see the piece individually in the case. As long as there’s not too much there and it’s not too stacked. The most important thing is the ease the salesperson has in taking it out. Everything I do I do to make the salesperson’s job easier. For me it’s about balancing the case and making sure there’s not too much in a case. I don’t like a cluttered case and I don’t like to decorate inside a case.

WHO’S BUYING. I like that women are buying their own jewelry for themselves. I like that the tide is changing on that, that it doesn’t have to come from a man, or a significant other.

A HAPPY PLACE. Jewelry is a byproduct of what I like about being part of this family. I love shiny things. And I love the legacy of it and the sentimentality of it. We share so many happy moments here. Engagements and births and Sweet 16s. It’s all happy. It’s a very important thing right now. To have a place where you go every day where there is happiness.

NOT GOING ANYWERE. It’s for sure a family here. I know it sounds so cliché. They’ll have to carry me out of here honestly.

SENTIMENTAL JOURNEYS. I am still loving the stacking trend very much. And I like the idea of daughters getting diamond earrings from their fathers and trading up over the years, so by the time they’re 18 they have a nice pair of diamond studs. Or the add-a-pearl idea is amazing. They can collect pearls over the years and have a full necklace on their wedding day. I like the sentimentality of things, like a hidden birthstone inside of an engagement ring. And things that have meaning and things that can be passed down. I’m a sucker for sapphires for sure.

The post Zachary’s Jewelers’ “Girl Friday” Is the Pulse of the Annapolis Operation appeared first on INSTOREMAG.COM.

ONLINE EXTRA: Q & A with Christina Baribault-Ortiz and Raeann Baribault-Schwartz

Q. How were you selected for an Academy Awards experience?

A. Christina: We have a wonderful team and a publicist working to shop the brand to the world. They look for up and coming, positive, cool brands they want to be part of the swag bag. Every aspect of participating in this event exceeded our expectations. We are thrilled to have our designs catapulted to prominence from coast to coast.

We cultivated some cool relationships. We got to hear so many of these celebrities’ personal stories. People think celebrities are cool. But to us we just made a bunch of new friends. It gave us more confidence in the brand. They want to be a part of our mission to spread positivity and the power-word process.

A. Raeann: It was such an authentic experience, they were so authentic with us and shared some amazing stories because we helped them pick their power word. It was a humbling experience for sure.

Q. What’s next for the brand?

A. Christina: We are in conversations considering opening a select few retail accounts, bigger accounts that would be willing to partner with us and make a bigger impact on people.

A. Raeann: We’ve listened to celebrities and we’re developing some new power words to add. And some limited edition charity bracelets. Adding those throughout the year. Hope for Fertility. Our fertility struggle was the impetus for creating this brand.

Q. How do you choose which bracelets to wear each day?

A. Raeann: Each day it brings me something different. The new, colored cords really stand out. It even draws a little more attention to my power word that I’ve selected for the day. I have my core power word but I change them out with whatever I’m feeling. Whether I’m in mom mode, entrepreneur mode or feeling a little unsure about the day, it helps bring out my favorite version of myself. It’s worked so well for me I know it’s going to work so well for other people.

Q. How do you spend time off work?

A. Christina: That’s family time. Our kids are our No. 1 priority. We’re still so blessed to have them.

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Prices are $68 for a cord bracelet, $78 for a silver, rose-gold plated or yellow-gold plated bracelet and $98 in a necklace. The Lux collection offers necklaces, rings and bracelets in 14k white or yellow-gold with diamonds starting at $495-695. Several exclusive items that debuted at the Academy Awards event are now available for purchase. The Power to B collection can be purchased online at www.ThePowertoB.com or in-store at Baribault Jewelers at 81 Rankin Road in Glastonbury, CT. The line is also available at Water Street Jewelers locations at 769 Boston Post Road in Madison, CT, and 61 Whitfield Street in Guilford, CT.

The post Connecticut Sisters Find Strength in Designing a Bracelet Line appeared first on INSTOREMAG.COM.

California-based Geraldine Pingul had more than 20 years of experience as a buyer, fashion director and merchandiser in apparel, beauty and accessories before joining the team at Robbins Brothers headquarters in 2019, where she is the buyer for private label engagement rings for 15 stores in California, Texas, Washington and Arizona.

Q&A with Geraldine Pingul

Q. Coming from outside jewelry, what do you think needs improvement, or what do you think retail jewelers aren’t aware of, good or bad, since they are so close to the situation?

A. It was a breath of fresh air for me because it is such a tight knit community and built of people who have been in the industry for so long. I did enjoy learning from everybody’s expertise and everyone was really welcoming and wanted to share their knowledge with me of workmanship and quality and how you look at those things as a lifetime kind of purchase. That kind of continuity was really great, and the focus on the product and honoring the craft we have, that was a great surprise.

What was new to me, was it ran on more of a traditional buying model. They used to buy maybe two times out of the year and that was it, at JCK and Centurion. For me It’s very important to have some kind of newness to maintain interest and stay relevant because things are always popping up. There were bigger changes I wanted to make when I first came on and it really surprised vendors when I asked them about what was new in between shows. As a private label buyer I can be involved in product development. So we will develop product all the time now. It was an adjustment for them but now they love it. It’s definitely been a really good partnership. I learn from their expertise. I could see an inspiration from somewhere and they will tell me that won’t work for reasons of durability or stability. We’re definitely in a good groove now.

Q. What does buying in the jewelry world have in common with buying in the fast fashion world?

A. The pace is probably the same because we’re always looking for new vendors. The turn in jewelry is slower and the merchandise does live a lot longer.

Q. How do you buy for stores in different areas of the country?

A. Definitely they have their own unique personalities. We’re in California, Texas, Washington and Arizona. Everyone has the same collection so it’s more the assortment that we try to curate for that individual customer base. We have a very involved and knowledgable sales associates.

Q. What is your average day like at work?

A. When we were in the office there were no two days that were alike. It’s the nature of being in retail. Anywhere from analyzing our business, especially on Mondays, to creating product with vendors. And we do a lot of special order business, so we also work one on one with a guest who wants to customize their ring. It’s a multi-faceted job, whether we’re in the office or working remote.

Q. What surprised you about buying engagement rings, or what was new to you?

A. I’ve always just known about rounds, ovals and emeralds. But pears is a strong shape for us.

Q. What is your dream vacation, past or future?

A. A little bit of Greece and a little bit of Bali. I love the water, love being able to unplug, love to learn about history and immerse myself in a different cultures.

Q. Any Hobbies?

A. I love the outdoors. I love going to the beach; being in California you can do the beach and mountains in a day; I love to hike, I love reading and shopping.

Q. What did you miss most during COVID shutdowns that you couldn’t wait to do again?

A. I missed being in the office in person. The way our headquarters work our entire team is there. I was always in the mix, in the flow of product, so I did miss that. We do regular visits to the stores. I was still fairly new and I was missing that connections with associates on the front lines. I got very comfortable on Zoom and teams and cell phone. Being back in person is a great thing to add back.

The post Robbins Brothers Private Label Buyer Finds a Niche in Forever appeared first on INSTOREMAG.COM.

Underwoods Fine Jewelers of Fayetteville, AR, named America’s Coolest Store by INSTORE in 2006, was designed in 1966 by architect E. Fay Jones, who won awards for the timeless design of Thorncrown Chapel in Eureka Springs, AR. Underwoods has stood the test of time, too. Craig Underwood, a child when the store was built, was honored this year by the American Gem Society with the Robert Shipley Award for decades of service. Craig’s son, Troy, joined him in the business just a year ago. Founder Bill still spends time in the store as well. Since his three sons left the nest, Craig’s hobbies have been photography and cycling, often combined. Since 2011, he and his wife, Laura, have cycled thousands of miles all over the world: China, Japan, Canada, Ireland, Switzerland, France, Germany, the Netherlands and Italy. One of his landscape photos was selected as the cover photo for the Nature Conservancy’s 2022 Day Planner Calendar. “Being an empty nester is awesome,” he says.

Q & A with Craig Underwood, owner of Underwoods Fine Jewelers in Fayetteville, AR

By Eileen McClelland
Q. How has your business model been consistent throughout the years?

A. One of the things we’ve always done is focus on our own name and our own product. The only name you can protect is your own. The only name we promote is Underwoods. We produce our own advertising. We don’t share our ad space with any product line or vendor line. That’s very important to us and unusual in today’s industry. It is a much harder path to take. We constantly have to innovate and come up with our own designs. But we’re known as a custom house; we four full time bench jewelers and a full time design artist. The vast majority of what we sell is going to be something we made ourselves.

Q. What is most important in your custom business?

A. One of the things we talk about when we do our custom is focusing on the details. The devil’s in the details. Anyone can do something good that’s easy. But to do something great, to attend to the details, that takes a lot of effort. Most people clean jewelry cases but we want to go the extra yard and making sure that every single item in the case is spotless and fully cleaned. My dad had told me something years ago, never show a piece of jewelry that has a fingerprint on it because that sends a subliminal message to the customer that somebody else has looked at it and rejected it. With the custom shop, we make sure every aspect of it is perfect. Every piece we bring in we look at under the microscope.

Q. What is most satisfying about your job on a day to day basis?

A. Working with the color stones. I love color stones. That and a beautifully cut diamond. Just the jaw dropping gorgeous beauty of mother nature in these gemstones, which are spectacular. Just to see things like that and work with them, that’s what’s fun. Having your own business you wear so many hats: personnel, finance, inventory control, advertising, customer relations. Working with beautiful gemstones and custom designs, that’s really what floats my boat.

Q. When did you learn you’d won the Robert Shipley Award this year?

A. I was totally shocked. My wife had kept it a secret. I had found out later that 2020, the COVID year, was the year I was selected. She knew about it and of course Conclave was canceled that year. The following year Conclave was moved to a month that we had had plans. So for two years she kept that from me. It was perfect in the timing. This year the conclave was in Oklahoma City, which is just three hours away from Fayetteville. So my youngest son picked up my parents, drove them to Oklahoma city for the lunch and an early dinner, then drove them home at night. How often does Conclave happen so close to home? I’ve been going to Conclave for the 40 years I’ve been in AGS and that was the first time it was that close to home. My oldest son drove up from Waco. And my middle son and my wife were already there at Conclave. It totally caught me off guard. I found out it was me when Cathy Calhoun announced it. They kept my family out in the hallway. It brought back all the emotions and gratitude I had for being able to be involved in AGS. Two months prior I had been asked to give a speech to Baylor University’s business school. I talked about getting involved in the industry and having mentors in the industry and how important it was to put the time into the industry you’re involved in. That the more you put into it the more you get out of it. That’s the fist thing that came to mind when I won the Shipley Award. How important to me the American Gem Society is, how it had helped me in my growth as a professional and the great things that it stands for, the ethics, the education, and the networking. It’s all about rolling up your sleeves and getting involved. The more you give the more you get out of it.

How did your middle son, Troy, come to join the business?

A. Like my dad, we never pushed our kids to be in the business. Life is too short to do something that is not a passion. If you are forced to do it you’re not going to enjoy it. So the rule was No. 1, it has to be a passion. No. 2, you have to have your college degree, gemological degree and two years of experience in another jewelry store outside of Underwoods. Troy had a double major in finance and management and worked in heavy equipment sales and rental in St. Louis. He never expressed an interest in the business through college or the first two years in St. Louis. Then he said he’d been thinking about it but he was having fun in St. Louis. So after another year in St. Louis, he went to the GIA, got his graduate gemologist degree, then went to Lee Michaels in Baton Rouge for an internship and worked there for two years. He’s been here now for a little over a year. He absolutely loves the business, has a passion for it and is very gifted, sharp and analytical.

Q. If Troy hadn’t joined the business, had you given much thought to what would have happened?

A. A friend asked me once, `what’s your exit strategy?’ None of the kids at that time were interested in it and there’s not a huge market for people selling jewelry stores. But one of the things that was so freeing and took a huge weight off my shoulders was one time my dad said, if it turns out that none of the grandsons want to go into the business and if the store closes, it had a good run. You can only do what you can do. I can’t tell you what a huge burden that was off my shoulders. Having his blessing in a sense to look at it and weigh the options. Because the store is like a first-born child, like a sibling to us. There is an incredible emotional attachment to businesses, particularly for the founder.

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