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Business Spotlight: The Third Generation of Sheret Jewelers

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By Carlee Frank

If you reside in a small town, chances are you’ve driven many miles to reach stores and services not offered in town— especially if you want to custom design a ring for an engagement or a big birthday. But actually, these services are offered right at Sheret Jewelers in downtown Springville.

Located at 57 East Main Street, Sheret Jewelers originally opened in 1943 by the grandfather of current owner, Elise Rose. She and husband and co-owner, Mike Rose, took over Sherets after her father and past owner Andy Sheret passed away. The Roses reopened the store as third-generation jewelers in July 2013.

“I had no clue this is what I’d ever be doing, but we made it work and I have to say it’s been fun,” Mike said.

Born and raised in Springville, Elise met Mike in Virginia where she attended college. While they moved back to continue the jewelry business, Elise also said she wanted to raise her family in a small town, and Springville fit the bill.

“I grew up in Virginia, and I remember thinking I lived in a small town, and now realize what a small town actually is,” Mike said.

The Roses said they like knowing each customer and being a part of the community. Many of the clientele are returning customers who have been shopping at Sherets for decades. However, Elise said some customers are a result of their presence on social media. Sheret Jewelers has both Facebook and Instagram accounts, which reach the younger crowds.

Elise also said there are not as many non-chain jewelers nowadays. Sheret Jewelers, however, can compete with such chain stores. Mike does in-house repairs, fittings and can design and create jewelry.

Mike received his degree in bench work from New Approach School for Jewelers outside of Nashville, TN. Using computer aided design (CAD) software, which creates 3D renderings from inputted designs, Mike can use this to then construct any jewelry.

“If you bring in your grandma’s stones and want to make a modern ring, we can do it,” Mike noted. “If you want to replicate your grandma’s ring, or if you just have some crazy idea that you want to make, we can do it.”

The Roses also order jewelry for customers, or special stones if you want something not in the store. Elise, who is studying to become a gemologist at the Gemologist Institute of America, said the reasons people buy and order jewelry vary.

Men usually purchase jewelry for special occasions like engagements or anniversaries, and women, she said, tend to buy practical jewelry for everyday use. The most common reason jewelry is bought in general, however, is for celebration.

“They’re celebrating a birthday, they’re celebrating a new life together, an anniversary, or a ‘just because’ because they love some day,” Elise said.

Many customers also come in to repair jewelry, and some, unfortunately, to replace lost diamonds.

Yet, sometimes customers come in with miraculous stories of diamonds being found again. One woman even lost her diamond for over 10 years.

“She got out of her car and something sparkly caught her eye in the driveway,” Elise said, “She’d lost her diamond the week they repaved their driveway, and there was the diamond stuck in the driveway –it had worked its way up.”

The Roses said they like this business because it takes something rough like metal and stones and turns it into beautiful jewelry. Whether for celebration or just because, visit Sheret Jewelers on Main Street.

They are open Tuesday-Friday 10 a.m. to 5 p.m. and Saturday 10 a.m. to 3 p.m. as well as by appointment. For more information, visit their Facebook page.

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