Underwood’s Fine Jewelers
Hand-selected gemstones crafted into heirlooms at a family-run store in Northwest Arkansas.
Bill Underwood founded Underwoods Fine Jewelers in 1957.
With $1,000 borrowed from his parents, he opened a store that became a nationally recognized business—he was the seventh jeweler in the nation to be inducted into the National Jeweler Hall of Fame in New York City.
Growing up a jeweler’s son, Craig Underwood joined the family business with Bill.
After leaving home to study at Baylor University, Craig returned with a degree in entrepreneurship and furthered his studies at the Gemological Institute of America. He worked for another family jewelry business in Baton Rouge, Louisiana, for a couple of years to get a different perspective before joining the Underwood’s team. Craig now serves as the company’s president, as well as the National Chairman of the Diamond Standards Committee of The American Gem Society (AGS).
Laura Underwood, Craig’s wife, is an integral part of the company, managing the business office when she’s not serving nonprofit organizations. In keeping with the heritage vibe, their son, Troy, is also a part of the business: he recently graduated from the Gemological Institute of America with his Graduate Gemologist Degree, prepping Underwoods to become a third generation-run company.
Bill Underwood
Underwoods is inside a mid-century modern building. The store itself was designed by Fay Jones, an award-winning protegé of Frank Lloyd Wright who worked with Bill Underwood to design the shop in 1966. The inviting space is cube-like with layers of brick leading into the grand entrance, climbing ivy outside, and warm, wooden finishes inside.
With graduate gemologists and appraisers on staff, Underwoods does everything in-house and specializes in custom design.
Underwoods is an Accredited Gem Lab as honored by the American Gem Society. To receive that rare honor, a business has to have a certain amount of equipment and expertise, including certified gemologists and graders. Underwood’s grades every stone, diamond, and pearl they personally source from around the world. They then use the gemstones to create custom pieces from scratch—they don’t use pre-made mounts.
You won’t find mass-produced brands and design at Underwoods. Inspired by each particular gemstone, Underwood’s creates harmonious one-of-a-kind pieces that can become heirlooms appreciated for generations.
FEATURED DESIGNS
In 1977, Elvis had a special ring made in Memphis to wear at a “comeback” performance.
After Elvis died, the ring was taken back to the original store for a repair. The ring became the property of a national magazine that was going to use it for a promotional contest in 1978. They needed to get it appraised, so they took it to Tiffany & Co., but they don’t appraise jewelry that isn’t their own brand.
Tiffany & Co. recommended they get the appraisal done at Underwoods. The magazine flew the ring to Fayetteville where it got a Certified Appraisal by Underwoods, certifying the quality and value of the last ring Elvis wore.
SOCIAL STYLE
“Customers who come to us appreciate quality. They want something that’s going to last and be an heirloom item, something they can wear for a lifetime.”
Coming Soon
Jason’s Interview with Craig of Underwoods Fine Jewelers
UNDERWOODS FINE JEWELERS GIVES BACK
Underwood’s has always supported the Northwest Arkansas community. Since 2000, they’ve given more than $500,000 to local non-profits. Every year, they pick five local charities called the Fab Five that they give $1,000 to in a continuous effort to help others in need.
