Humble Beginnings

Underwood left the Navy and, using the G.I. Bill, went back to college at Oklahoma University (he already had a degree in horology – watch making). At that time, the John Roberts Co., was experimenting with retail business but was drifting toward focusing just on class-ring production. He says most of the stores were either closed or bought out and Underwood bought the last outlet in Fayetteville.

“I loved [Northwest Arkansas],” Underwood says. “This was paradise. I wouldn’t live anyplace else. Especially after growing up where I did [in western Oklahoma.]”

The building had little space for a show room, and little inventory to show. Underwood says the lack of space was not made any easier by the fact that he lived in the back of the shop.

“That first year the store almost failed,” Underwood says. “Half of the money went to office supplies, utilities and I didn’t have much merchandise. I didn’t have diamonds, I carried trophies and stuffed animals. But the quality was good. The best trophies and teddy bears money could buy.

“Everything I did, everything purchased was of the highest quality and we’ve never changed that in 40 years.”