http://www.fletchersmithjewelers.com

Inviting Arkansas - Index

Inviting Arkansas - invitingarkansas - Index

In the Conway Spotlight Fletcher Smith Jewelers
Fletcher Smith’s Jewelers first opened for
business in 1906 under the name of J. J. Livingston
and was purchased by Fletcher Smith Sr. in
1919. originally the store was Harton & Smith,
Jeweler and optometrist. During the 1940’s,
50’s and 60’s the store housed a beauty parlor
with a balcony overlooking the sales floor and
carried a wide variety of merchandise including,
but not limited to, luggage, lamps, mixers, china,
phonographs, and jewelry. The optometrist
and beauty parlor are now long gone, but the
store remained in the same spot until last year
when third generation owners, Fletcher Smith,
III (Fletch) and his wife Sherry moved around
the corner in downtown Conway.
Many things have changed since 1919, but
one constant has remained: the Smith family’s
dedication to quality and integrity in every aspect
of the business. That tradition has earned
them two C.A.R.A.T. awards for jewelry design,
and the 1999 Arkansas Jewelers of the Year for
Fletch and Sherry. This award was presented to
them by the Arkansas Jewelers Association, a
body of their peers. The purpose of the award
is to recognize jewelers for their leadership and
integrity within the industry. By being hands
on owners, the Smiths’ can ensure and assure
the quality of jewelry they represent.
A shift in jewelry preferences has changed
over the years as well. “The tradition pieces
are still desired,” says Sherry. “But you’ve seen
women have more fun with their jewelry adding
less formal pieces to their collections.” When
you enter their new location, you’ll find cases
of traditional pieces along with unique designs
created by Fletch, a goldsmith and artisan.
Fletch, a master jeweler, utilizes his talent
not only for general repairs but also for creating
unique custom pieces. He carefully selects loose
gemstones from Brazil and Africa to create beautiful,
one of a kind jewelry for discriminating
customers. His careful attention to detail has
resulted in a selection of stunning handcrafted
and award winning works of wearable art. Following
in his father’s footsteps, Fletch has mastered
the art of hand engraving to compliment
his work with custom design. The combination
of these two rare talents set Fletch apart from
other Master Jewelers and allows this third generation
business to continue it’s tradition of
quality and true customer service. Fletch stays
involved in the community through serving on
several local boards.
Sherry, a graduate of the University of
Central Arkansas BBA program and the University
of Arkansas MBA program, joined the business
in 1991. She manages all the behind the
scenes aspects of the store including marketing,
merchandising, staffing, and accounting. Jewelry
design for customers is a passion for Sherry
and the results are obvious for anyone who has
visited the store. Customer service and quality
merchandise are her main focus. Sherry is also
very involved in the community through several
local boards. Sherry and Fletch are parents
to Lizzie, 21 and Madeleine 16. Fletcher Smith’s
was awarded Small Business of the Year by the
Conway Chamber of Commerce in 2006.
To keep up with the needs of an ever changing
marketplace Fletch and Sherry have added
a complete gem lab and have expanded their
services to offer complete custom design for
Photography by Brandy Strain, Strain Photography
those customers who want a truly one of a kind
piece. Fletch’s true love is to create such pieces.
“I keep both hands on the pulse of fashion and
do my homework on what clients desire,” says
Fletch. The lines available are carefully selected
for their fresh style, quality, and beauty, including
Rosen Block Designs, Konstantino Treasures,
Kurt Gutman, Vicente Agor, and Martin Flyer.
Curious to know what basics a gal truly
needs in her jewelry box, Sherry quickly quips,
“the biggest diamond engagement ring he can
afford, a pearl necklace, a watch you can wear
anywhere and everywhere and a diamond
bracelet.” You read by Sherry’s sense of style
that she can make any piece work for her. She
makes mixing rare gems with pearls and diamonds
look effortless. Walking in to Fletcher
Smith’s is an unexpected treat. Not only will
you find innovative designs, you’ll find a family
committed to keeping customer service a
tradition.
With customer service always a main focus,
laser technology has been added in their
repair department. This leading edge technology
makes it possible to expand repair capability
to include all metal types, i.e. costume jewelry,
and eyeglass repair. Virtually every piece of
jewelry can now be repaired at Fletcher Smith’s
Jewelers. Another benefit of laser technology is
the speed with which it enables Fletcher Smith’s
to repair and return customers jewelry back to
them, usually 1-2 days at the most. “We view it
as just one more way to respond to the needs of
our customers,” says Sherry. Fletch and Sherry
believes in making a customer, not a sale. That
has been the store philosophy since 1919.
41
Inviting Arkansas