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When most people walk into Ed & Ethel’s Fine Jewelry, they are expecting to meet Ed & Ethel. They are normally pretty confused when they see Brooke & Chase – Chase could pass for an Ed, but Brooke definitely does not look like an Ethel! However, Ed & Ethel did not own a jewelry store or even ever work in jewelry. The reason Brooke & Chase named their jewelry store after them wasn’t about the product – it was because the products they offer represent the same emotions and love that Ed & Ethel lived out every day. They were Brooke’s Grandparents who didn’t have to be. They choose to love her like their own, referring to her & her sister as their “pride & joys,” loved on everyone they came in contact with, and were married for almost 70 years.
Brooke & Chase wanted to celebrate them and their story by namesake and are here to celebrate you and your story each and every day!
We are your go-to for all things: Engagement Ring, Wedding Bands, Bridal Jewelry, Gemstones, and Fashion Jewelry. If we had to pick one thing we are known for specializing in, that would be Custom Design. This can be creating your dream ring to say “Yes!” to, utilizing old jewelry you no longer love to become new jewelry you do, or taking heirloom pieces that aren’t your style and making a piece you will cherish for its meaning and design. Jewelry Repair and Restoration is also a very important piece of what we do – most of that work being done right here in house. The purchase of your old Gold, Silver or Jewelry is offered every day as well as Estate or Jewelry Box Consultations. We also offer Appraisals and Engraving services.
Our mission is to help You Celebrate Your Story. Celebrate your Wife or Husband. Celebrate your Parents, Kids, or Grandkids. Celebrate your Friendships. Celebrate your Promotion, Anniversary, or Birthday.
We will be there for you to express any emotion, celebrate any occasion, or memorialize any loved one in a way that can be passed down for generations to come.
Our Story
The two owner & founders of Ed & Ethel’s met as co-workers. What began as a fun rivalry, turned into a friendship, and eventually a proposal & a couple of “I dos!” Chase always had a dream of owning his own business, combined with he & Brooke’s love & skills in the jewelry industry, they thought one day when they were old and gray they would execute that dream – but God had other plans, as we all know sometimes, he does!
After being furloughed during the pandemic, finding out several chain jewelry stores were going to close in the New River Valley, and a whole lot of prayer – they realized the time for them to open Ed & Ethel’s Fine Jewelry was now. The doors opened for business in September of 2020.
Your Jewelry Specialists
The staff at Ed & Ethel’s has a combined 38 years of experience in the jewelry industry. While Ed & Ethel didn’t work in jewelry, it has always been a family business for Brooke. One of her Grandmothers worked in jewelry, as well as her Mom, and then Brooke began in the field during college. Chase on the other hand, was recruited into the profession. What Chase & Brooke have in common in their journey into jewelry, is both starting their careers at a young age and a, surprising to both at first, incredible love for jewelry, gems, the lifelong relationships created with their customers & the way jewelry can help express and represent some of the most important feelings and occasions we all have.
If you have any questions or comments about our products, services, or how we can help you celebrate your story please contact us and we will respond as quickly as possible.
Drop by Ed & Ethel's Fine Jewelry for a casual chat and see how effortlessly we can help you find or create your perfect piece of jewelry, with no pressure and all the support you need
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