For over 25 years the small Oklahoma town of Sallisaw has been home to one of the few remaining artisan-owned, custom jewelry stores in the area.
Customers seeking one-of-a-kind jewelry pieces often find their buying options limited to national jewelry chains and department stores.
While small town, owner-operated jewelry shops are disappearing from America’s business landscape White’s Jewelry owner Dale White believes the small shop setting gives jewelers a better way to learn the wants and tastes of each customer. Turning the customer’s vision into reality is a life’s calling handed to White by his father who was also a jeweler.
“It allows more of a personalized touch. You’re creating more of a personalized display of affection,” White says. “The individuality of customer pieces is missing at larger chain stores. Here, I’m able to provide a craftsman’s touch catered to the customer’s preferences.”
For White, the art of creating custom jewelry is no different than capturing a mirror image of an important part of his customer’s life and immortalizing it in stone. Pieces such as diamond wedding rings and birthstone pendants are sometimes handed down through families for generations. White’s goal is to create a custom jewelry piece that will stand the test of time.
“Jewelry is an heirloom,” White said. “It’s an extension of love. It’s a display that represents time and a part of a life lived therefore it’s important to know your customer.”
In addition to offering custom jewelry creations, White’s Jewelry also specializes in repairing and resizing watches and jewelry pieces.
White’s Jewelry offers an in-store experience for customers who want to stop by the downtown shop in person as well as online jewelry shopping options at www.whitesjewelry.com for customers around the world.
Shop hours are Monday through Friday, 9:00 AM to 5:00 PM.