Striving To Be The Best

Setting the standards for profession is never easy, but its a goal Underwood says he has always kept in mind. Each year they travel abroad to purchase the finest gold manufactured in Italy and skipping the middlemen to buy only the highest quality diamonds and gem stones.

Underwood’s gem lab and design work has brought the store to prominence within the industry. He says goldsmith Tom Wyshar was awarded this country’s first Master Goldsmith title for the work he has done at Underwood’s.

“He helped develop the program to test bench jewelers for Jewelers of America,” Underwood says. “For a store in Arkansas to have these kinds of credentials is incredible.

“We have never compromised our quality from day one. We value quality, integrity honesty and truthfulness. We grade [stones] accurately in our gem lab to calculate to the penny what it is really worth.”