Need A Christmas Gift? David Nelson Jewelry 'Always Takes Care Of Customers First'

JOLIET — Starting on Saturday, one of Joliet's most popular small businesses will remain open every day until Christmas. That's because Christmas and New Year's are typically the busiest times of the year for David Nelson, who has owned and operated David Nelson Exquisite Jewelry at 1312 W. Jefferson St. since opening his store nearly 35 years ago this month.

David Nelson has been open and helping customers on West Jefferson Street since 1990.

"Personal, friendly service," Nelson said, regarding the key to his longevity. "It's just how you treat people. I never did it for money. I wanted to own my own business to prove I could do it.

"It's just relationships. Being honest with people. It's always taking care of the customer first."

David Nelson Exquisite Jewelry has a rating of 4.8 stars out of 5 stars, among its 80 Google Reviews.

From Saturday, Dec. 7 until Christmas, Nelson's will be open from 10 a.m. to 6 p.m. Monday through Saturday and from 11 a.m. to 4 p.m. on Sundays.

Nelson said his Jefferson Street jewelry store carries an inventory of roughly 4,000 items for sale.

David Nelson Grew Up On Joliet's Campbell Street

Joliet Patch is featuring Nelson's Jewelry as part of Patch's 12 Days of Christmas feature highlighting small family-run businesses in the Joliet area.

David Nelson grew up on Joliet's west side, at a house on Campbell Street. He has a twin brother, and he's one of four siblings, but the only one who pursued a career as a jeweler.

These days, his best advertising and marketing is through word of mouth.

Aside from having a business Facebook page with more than 5,800 Facebook likes and followers, Nelson probably has not paid for any advertising in about 10 years.

Nelson insists that prospective customers will find a wider variety and higher quality product at his store compared to visiting a national chain jewelry store at one of the shopping malls.

"I don't try to compete with some of the mall stores," Nelson remarked. "To me, they have a lot of average to lower quality, and they mark it way up to give discounts. We don't push anything on anybody."

Nelson said he never wanted to move his business into a mall. "When you go to a mall, then you're a partner in the mall," Nelson explained.

Jewelry Store Employees Have 170 Years Combined Experience

Nelson jewelry is known for offering a complete selection of diamonds, custom design, repairs and sizing. David Nelson bought the storefront at 1312 W. Jefferson in the 1990s through a Small Business Administration loan.

Prospective customers can take photos of the jewelry that is available in his display cases. "Take pictures and shop around," Nelson said. "I'm not afraid of competition."

One of the keys to Nelson Jewelry's success has been the quality and dedication of his employees, Nelson said. Cathy Renwick has worked with him for over 30 years and served as store manager for several years. Current store owner Stephanie Bross has taken over the role, and "pretty much runs the store for me," Nelson said.

In addition, he employs sales associates, goldsmiths and one diamond setter.

The sales associates are Ann Johnson and Lisa Egly. Brothers George and Gerry Bustamante are the goldsmiths; Jerry Torres is the diamond setter.

Including himself, Nelson estimates that his entire staff has at least 170 years combined experience in the jewelry business.

"They actually care about the customers," he said. "The first thing we want to do is solve the problem (when customers say) I'm looking for something nice. We don't try to sell just whatever we have. Sixty percent of jewelry, we custom-make in our store."

What Jewelry Is Popular For Christmas Gifts?

Nelson's store manager explained it's "Engagement rings, wedding bands, but we have a lot of high-fashion jewelry."

"We probably sell more New Year's engagement rings than for Christmas. I've got a huge inventory. If we don't have what they want, we will search for it or make it," Nelson said. "Of course, anything diamond is popular. There's a trend, definitely, toward yellow or gold jewelry. And some people are mixing white and yellow gold, two-tone jewelry."

What if you're unsure about a prospective Christmas gift?

"You couldn't go wrong with a birthstone," Nelson said. "Any one of our team can help you pick that special gift for that special person in your life."

As for other ideas for Christmas gifts, Nelson and Renwick mentioned diamond pendants, earring sets, fashion rings and yellow gold bracelets. Diamond tennis bracelets are also "back again," Renwick pointed out.

How much does jewelry cost at Nelson's?

"We have $45 to $50 all the way up to $25,000 in stock," Nelson said. "But over the years, I've created a good credit with my supplier. Some things are unique and special. A lot of kids come in with a picture and we will custom make it. (In) our business, we pretty much get to know all our customers."

After being in business for 35 years on Jefferson Street, Nelson estimated that 80 percent of his customers are repeat, returning customers. "We have Joliet, Lockport, the whole Will County area," he said.

In recent days, Nelson updated the store's advertising sign on Jefferson Street, so it proclaims "We Sell Wife Insurance."

Nelson Takes Calls From Customers On Vacation

Nelson pointed out his business card includes his personal cell phone number, and he regularly takes phone calls from customers while out of state on vacation. He said he has taken calls out on the lake in Minnesota while riding a jet ski and painting the peak of the roof while working on three levels of scaffolding at his cabin in Minnesota.

The store phone number is 815-741-8741; Nelson's personal cell phone is 815-922-8741.

"I do. I take every call," Nelson said. "I care about my customers. It's not money. I just enjoy taking care of the customer."