Since opening their doors in 1957, Underwood’s Jewelers has been faithfully serving the North West Arkansas community with a strong commitment to quality, service, honesty and integrity. Their reputation in the fine jewelry industry, and within their community, is impeccable, and yet it’s not something they take for granted. The store’s President, Craig Underwood, recognizes that their store is playing a key role in some of the most emotional experiences in their customer’s lives, and so they leave no stone unturned in creating an incredible experience for everyone who crosses their threshold. We always enjoy seeing Craig at our shows and during industry events; not only does he stand out for his exceptional height, his mega-watt smile and positive energy are contagious from across a room!

JA New York: Favorite gemstone?

Craig Underwood: Sapphire

JA New York: Facebook or Instagram?

CU: Facebook

JA New York: How do you motivate your staff?

CU: Staying positive

JA New York: What’s your retail mantra?

CU: Attention to detail

JA New York: What kind of music do you play in your store?

CU: Easy listening

JA New York: What kind of music do you play in your home or car?

CU: 80’s Southern Rock and current country

JA New York: Dream celebrity client?

CU: Carrie Underwood

JA New York: Go-To News Source?

CU: Local news


Favorite time of day?

CU: I’m a morning person!


Coffee or tea?

CU: Diet Dr. Pepper; I need the caffeine but I don’t drink coffee or tea!