Steel’s Jewelry: Happily Married to South Georgia for 30 Years

Our relationships are what make life worth living. Strong, meaningful connections are made and secured through love, affection, and perseverance. Husbands and wives, parents and children, brothers and sisters, and friends that feel like family: These relationships mold our minds, bodies, and souls. We live, we love, we invest,we serve, and we endure.

 Selfless service and the assurance of longevity is the cornerstone of any loving relationship. The knowledge that no matter what, that person will be there for you, brings strength; through good or bad, sickness or health, poverty or wealth, they will support you through it all. Relationships of all kinds can be traced back to this foundational principle, and it is that dedication and security that defines them.
Long, loving, and selfless service to people; Steel’s Jewelry was built on these same ideals, and in its 30 years has more than proven its authenticity.
Steel’s Jewelry began in 1986 as a wholesale bench-work business that included custom design and repair for independent retail jewelers. This goldsmith business grew to servicing approximately 38 jewelers in South Georgia and North Florida. In 1988, it was incorporated as Steel’s Jewelry Company and in 1989 opened the first retail store doing business as Steel’s Gold by Design, with probably 90 percent of sales coming from custom designs. It gradually attracted more discerning customers who were looking for quality jewelry. As more high-end designer lines were added, meeting the needs of customers who formerly traveled to large cities, the name was changed to Steel’s Jewelry.
In October of 2001, Steel’s opened the first freestanding store in Summit Pointe. Since most couples in the area were getting their engagement rings at Steel’s, they doubled their size and expanded the bridal boutique in 2007. While they have continued adding to their large collection of name-brand merchandise, which includes the largest bridal selection in the Southeast, they have not gotten away from the original custom creation business. On the contrary, they are proud to say that it is still a large part of their business.
“If there is any design of a ring that you want, we can make it for you here at Steel’s,” owner Chuck Steel said. “No need to travel anywhere else because anything you need, from start to finish, can be taken care of in-house.”
Versatility is another one of the core tenants of Steel’s Jewelry’s success. Not only do they make custom jewelry, but they also have the biggest names and variety that comes with those names. They carry luxury designers such as Hearts on Fire, Simon G, Vahan, Michele, Lika Behar, and Alor, along with many well-known fashion brands like Tory Burch, Kate Spade, Pandora, Michael Kors, and Alex & Ani.
As if that weren’t enough already, there is even more available to their customers.
“We also have annual trunk shows and wish list events, which conveniently will be coming up on November 2nd and 3rd, so make sure you come check us out and see what service we can offer you!”
Many businesses would simply settle into their specialty niche and lay idly in contentment, but Steel’s has shown that they always serve more and serve better.
“All of this goes to show that we are listening to our customers and are doing the best we possibly can to meet the needs of each person guest that comes through our doors,” Susan Steel said of such diversity in their products and services.
In relationships and business alike, succeeding involves a lot of learning and growing, but the core ideals must remain unchanged. Steel’s Jewelry has managed to successfully find that balance.
“Steel’s Jewelry will continue to change and grow with God’s help, all in order to meet the needs of our friends and customers, without whom none of this would be possible,” Nicole Steel said as she reflected on her many years in the business. “It is because of you who have been so supportive to our family business through the years that we are able to give back, and for that, we are very humbled and grateful.”
II Corinthians 9:6-7, a defining set of Scripture for the family, says, “The point is this: whoever sows sparingly will also reap sparingly, and whoever sows bountifully will also reap bountifully. Each one must give as he has decided in his heart, not reluctantly, or under compulsion, for God loves a cheerful giver.”
A family and business built on faith, love, and service. As Steel’s Jewelry celebrates its 30 years in business, we too celebrate the example set before our local communities. The Steel family is one that thrives on modeling loving relationships, and their business is simply a reflection of that.


Steel’s Jewelry: Happily Married to South Georgia for 30 Years

Written by Zack Pine and Cole Parker

September 2016 | Health&Life

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