By Deb Everts
Sheret Jewelers has recently reopened under new ownership and remains in the family. Customers can rest assured that they will receive the same personal, down-home service as they have for over seven decades.
New owner Sheret Jagord said after they were closed for a week to do inventory and transition into business, they officially opened their doors to the public on Feb. 24. Assisted by her son and store manager, Hunter Hawk, Jagord plans to be a full-service jewelry store, just as it’s been in the past.
Many of their clientele are returning customers who have been shopping at the store for decades. As a matter-of-fact, Sheret Jewelers will be celebrating its 75th anniversary in the spring of 2021.
The reasons why people buy and order jewelry vary. Jagord thinks men and women shop differently for jewelry. Based on her observation, there’s no real study behind it.
“(Women) see it and they put it in a ‘tickler’ file, which is a place in their mind thinking Christmas or some other special occasion is coming. They think maybe their husband will buy it for them,” Jagord said. “It’s a totally different sale when a man is buying an engagement ring. He puts a lot of thought into it, then he has to think about it some more.”
Three generations of the Sheret family have owned and operated the business, beginning with Jagord’s grandfather, Donald Sheret, after he was discharged from World War II in January 1946.
His son, Andy Sheret, was next in line to own the family jewelry store. When he passed away in 2013, his daughter Elise Rose and her husband, Mike, took over the business and ran it until early February of this year.
“I don’t think that’s what my grandfather anticipated when he started the store 74-and-a-half years ago,” Jagord said. “Hunter is officially the fourth generation of doing repairs and working in the store. He’s doing a fabulous job and he has learned a lot just by observing and being around the jewelry business. My father (Allen Lindsay) is a bench jeweler and he has watched him work. He also worked with and trained a bit with my uncle Andy.”
Jagord’s first name, “Sheret,” is unique and carries on the family name. She said her mother was Pamela (Sheret) Lindsay and she was the only girl among her siblings. When she got married, she gave her daughter the name.
“When my mother was in high school, she worked at the store and, when she married my dad, they both worked at the store,” she said. “I would get off the bus in kindergarten and come here after school.”
Originally from Indiana, Jagord came to Springville every summer in her youth to help out at the store.
“The rule of thumb (in our family) was if you’re old enough to see over the counter, you were put to work, so I worked — even when I was little,” she said. “When I got older, uncle Andy and I used to go to bridal shows and take a case with engagement rings and wedding bands. Any special thing that was going on in town that he needed help with, I was here.”
According to Jagord, the jewelry store has been at its present location since sometime in 1969 or ‘70. She said her grandfather’s jewelry store was originally located across the street near a mill. When the old mill burned, in the early ‘40s or ‘50s, he moved his business into one of the storefronts attached to the theater building down the street. The family still has the wall clock from that location. The face says, “Sheret Jewelry, Joylan Theatre Bldg., Springville, N.Y.” They plan to display it in the store, along with other historical family items and pictures.
The future goal is to offer customers custom-designed jewelry. Jagord said her son plans to attend to bench jewelers school after they get organized. For now, he’s doing basics — repairs, cleanings and checking prongs. He can also order custom jewelry and special stones right now, if customers want it.
“When my grandfather opened the store, he was a watchmaker. Hunter has taken a real liking to the whole watchmaking process, so I think I would really love to see him pursue that and go to a school,” she said. “He already has the fundamentals and basic knowledge. He also has the interest and the personality for this business.”
In the meantime, they’re trying to get more inventory in and their displays up, including a display window. Jagord said they want people walking by to know it’s a jewelry store.
“When we have special events, the rest of the family will join us and help out,” she said. “I have two other sons, Ridge and Forrest Hawk, and my husband, Bob Jagord, that might help on occasion.”
Sheret Jewelers is located at 57 East Main St. in downtown Springville. Business hours are Monday through Thursday from 10 a.m. to 5 p.m., Friday from 10 a.m. to 6 p.m. and Saturday from 10 a.m. to 4 p.m. They are closed Sunday, with the exception of special holiday hours.
For more information, call 592-4482.