This story is part of INSTORE’s lead story, “Radical Reinvention“, featured in the December 2025 edition.
Joshua’s Fine Jewelry, Russelville, AR
MOST JEWELRY SHOPPERS in Russelville, AR, looking for custom design visit Joshua’s Fine Jewelry downtown. Reinventing Joshua’s with a focus on what can be designed and made in house has brought the family business full circle to its roots.
Founded by Nathan George’s father, Chris, in a strip center in 1994, the business’s bread and butter was repairs, special orders and, on occasion, diamonds. In 2003, they moved into the 2,000 square-foot downtown location of a century-old jewelry store and later bought that building.
Nathan recognized as he assumed more responsibility that a custom design focus and improved communication with customers should be his goal. To that end, he began purchasing the equipment and technology he’d need.
Although the business was moving toward implementing technology-based computer systems, COVID made virtual appointments more urgent and sped up that aspect of modernization. CounterSketch and CAD have changed the custom design process itself. A staff designer works by appointment, then follows up with photos and texts.
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“We went from catalog order to custom,” Nathan says. “We have old catalogs where my dad drew stones into the rings. Now we use CounterSketch.”
Adding a CNC machine — a computer-controlled machine that uses a high-powered laser beam to cut, mark, or engrave materials — has been a revelation. It means Nathan, his father and the team can make virtually anything to order. Rather than trying to advertise “we can make anything!”, Nathan says, the best way to convey that message is word of mouth. “They’ll share their custom engagement ring on Facebook, and their jealous friend will ask how we did it.”
As customization has increased, they’ve bought less inventory. They replace fast sellers and reinforce merchandise for the holidays, but they’re not trying to keep everything in stock. Changing times have also brought lab-grown diamonds, which have been a boost to business.
Nathan, though proficient in the shop, most enjoys the entrepreneurial side of the business. He sees the equipment and technology as an important means to an end. “The part of it I like is making the customer come back. I want them to have a great experience.”
Building up the shop in personnel and technology reflects the origins of the business as a jewelry repair shop. Although Chris is a gifted salesperson, he was a jeweler first, and works part time now, splitting that time between shop and customers. “Dad is not opposed to technology,” Nathan says. “He understands that some things are changing.”
