Elliott Jewelers celebrating 55 years and third generation entering family business

by Brianne Eilers

Elliott Jewelers, located on Main Street in downtown Waukon, has been a familiar business in the community and surrounding areas for 55 years now, making it the oldest retail business in Waukon. It has evolved from humble beginnings to be a recognized and respected name in northeast Iowa and the tri-state area for jewelry and jewelry repair. Dick Elliott opened his first store in Waukon in 1961, but the story actually begins a few years earlier than that.

In 1959, Dick attended Bradley University’s watchmaker school for about a year and a half to complete the program. He then moved on to an apprenticeship with Spaight Jewelry in Cedar Rapids from 1960 to 1961, after which he took a board test at the state level to be certified. In March of 1961, Dick moved back to Waukon. He got married to the former Shirley Hahn and opened his first store, a watch repair shop, above the B&B Clothing Store.

Dick says he started out with a small inventory, just one watch and six watchbands. “The rent was $10 a month, and there was no heat,” he remembered.

In 1962, he occupied the former soda fountain space at Carter and Herman’s Drug Store, a building now occupied by Bodensteiner Insurance. Dick noted that he did watch repairs and added a little bit of jewelry, selling his first engagement ring from that location.

In 1967, Dick bought the store where Elliott Jewelers is currently located. He purchased the building from Ludwig Larson, and the space was previously occupied by a dry cleaning business. Dick explained that he had his business in the front of the store, and Shirley opened up a beauty salon in the back part of the building. “That really helped get us going,” Dick explained.

Shirley used her income to put a new roof on the building, as well as purchasing clothing, groceries and gas for the family. This allowed Dick to be able to put the majority of his income back into his growing jewelry business. Shirley’s salon customers would also come in through the front entrance, giving Dick’s jewelry business some foot traffic as well.

Dick explained that his store started off small, with only a few cases. He had his jewelry cases made locally by Lawrence Ricker. “I would have him build a floor case, and as that case was filled, I’d have him build a wall case to go behind it,” Dick explained.

His expansion of the business was gradual, moving towards the back of the store, case by case. Dick also noted that after the cases were built by Ricker, he would have Ron Kiesau of Waukon add lighting to them. The benches that the staff uses for setting diamonds and other jewelry work were also made by local carpenter Ernie Lubahn.

Over the years, Dick has been involved with many of the professional organizations that revolve around the jewelry business. He’s been a member of the Northeast Iowa Watchmakers Association, a board member of the Iowa Jewelers Association, and a board member of the national group American Watchmakers Association.

Dick was also one of the early members of the Retail Jewelers Organization (RJO), which began in Newton. When he joined RJO, Dick said there were around 15 members, but the group has grown to over 1,000 stores in the United States. Being a member of RJO allows the stores to have more buying power, as well as being able to purchase directly from manufacturers, both domestic and internationally. He was also an RJO board member at one time.

By the late 1970s/early 1980s, Shirley decided to get out of the salon business and decided to have some jewelry training. She took some repair classes in Minnesota and then went to California for a couple of months where she could refine her skills. When she returned, Shirley took up ring work and diamond setting. The Elliotts’ son, John, grew up around the shop and also took an interest in what had become the family business.

In August of 1986 John began his courses at the Gemological Institute of America, then located in Santa Monica, CA. He took a graduate gemologist course, which lasted for about six months, and then took a manufacturing arts course, which was another six months. After finishing his schooling in California, John apprenticed with a diamond setter in Minnesota, Ring Specialty.

“They are a manufacturing company that sells wholesale,” John explained. “I was basically setting diamonds every day for two years.”
In 1989, John decided that he wanted to move back to Waukon, so he set up shop in the back of the jewelry store where he could add his knowledge and expertise to the family business.

Shelly (Regan) Elliott came into the business in 1994, and she and John were married in 1995.

John and Shelly purchased the business in 2002. The couple has two daughters, Maranda and Lauren. Lauren is currently a junior at Waukon Senior High School.

Maranda began working at the store in 2012, working after school and on weekends. She is a 2016 graduate of Waukon Senior High, and is currently attending classes at the Gemological Institute of America (GIA), as her father did, with the school's campus now located in Carlsbad, CA. She will be the third generation of the family to enter into the business.

Shelly explained that Maranda will be taking a variety of courses encompassing many aspects of working with jewelry. Maranda is taking the graduate gemology course, and will be working with diamonds and colored gemstones. She’ll also be learning to do appraisals and identifying gemstones, as well as the history and lore of gemstones. She’ll also be taking the graduate jeweler course. Students learn setting gemstones and how to use torches and laser welders.

“It’s the best gem school in the world,” Dick said of the Carlsbad GIA. “They have campuses worldwide, but Carlsbad is the best one.”

John also noted that the Carlsbad campus certifies diamonds. “It’s the second-most guarded building in the world,” he said.

The Gemological Institute of America offers courses to aspiring jewelers that cover all aspects of the business, from working with stones and design to running a business.

The Elliott family also credits their staff, both past and present, for their continued growth and success. “Your business is only as good as the staff you have around you,” explained Dick. He pointed out that they have had several long-term employees, and that everyone that works for them gives 100 percent. Elliott Jewelers currently has a total staff of 11 people from around the area, including students who come in after school and on the weekends.

“We are fortunate to have great staff,” Shelly said. “They are trustworthy and work hard.”

“We wouldn’t be where we are today without our past and current staff,” John added.

Over the course of 55 years, technology has changed a lot in the jewelry industry, and the Elliotts continue to keep abreast of the latest technology and education, to stay ahead of the curve. “We’re not your average little ‘mom and pop’ jewelry store,” Dick said.

Elliott Jewelers utilizes a laser welder, which John noted is still fairly new to the industry. It enables them to do repair work faster and more efficiently. “Before the laser welder, we would do a lot of repair work with a torch (soldering), but the welding creates a better bond,” John explained.

Repair work is a big part of the business at Elliott Jewelers. They pride themselves on being able to do most tasks in-house, including the diamond setting. The Elliotts estimated that 98 to 99 percent of the repair work they do stays at the store in Waukon, which they say is an uncommon scenario these days. They are able to do this with three goldsmiths, a graduate gemologist, watchmaker and two diamond setters on staff daily.

“A lot of customers bring in images of jewelry they like, and we are able to either custom design and create it, or find a similar style from one of our vendors,” Shelly explained. “We were even privileged enough to help a family re-create and revitalize their mother’s wedding set and mothers ring that were badly damaged from a fire, forty years prior.”

Beyond their jewelry repair services, Elliott’s also has a computerized engraving machine in house that does a multitude of things, adding a personal touch to every gift. Elliott Jewelers carries a wide selection of fine jewelry to fit all tastes and price ranges. They have the largest selection of engagement rings and loose diamonds in the tri-state area, with all of these diamonds being personally selected by John.

Elliott Jewelers stands behind its products and work, and if something isn’t right, they will do whatever they can to make things right. "For 55 years we have built our business on three simple principles: Top quality merchandise, fair everyday low prices to fit any budget, and outstanding service after the sale,” John said.

With the third generation coming into the business, they are excited about the future and what it may hold. While there are no concrete plans for expansions yet, the Elliotts did purchase the former Studio M Photography building next door to its existing location with the hopes that in the coming years, they may be able to expand their business to better serve their customer base.

Elliott Jewelers is currently celebrating its 55th Anniversary Sale now through this Saturday, November 19.  The business is located at 31 West Main Street in Waukon.