When I think about precious stones, rubies, diamonds and sapphires come to mind. They are known as the “Red, White and Blue” stones in the industry. Recently, I visited William Greene Fine Jewelry Design out of curiosity. Little did I know about their rich family history and the unique services they offer that many jewelry stores do not, but they do.
The Heart of a Family Business
William Greene Fine Jewelry Design has been at the same location since 1985. It is now run by second-generation owners Lily and Willy Greene. The store is located at 245 Mt. Hermon Road, Suite Y, at the Scotts Village Shopping Center in Scotts Valley.
Originally owned by Willy’s parents, this business has always been a family affair. Willy helped out from a young age, even charging watch batteries at just 5 years old.
Willy recalled, back in the day, “skateboarding in the halls of this Plaza,” as an 8-year-old, and vividly recalls his passion for this trade, “like Pops.”
Unique Craftsmanship
Most people think jewelry stores are places to buy new jewelry, not for repairs or custom designs. However, WG Fine Jewelry Design specializes in these services. Custom designing, repairing and restoring jewelry requires skill and the right equipment, especially when working with different types of stones. Hard stones like rubies, diamonds and sapphires can withstand higher heat levels, making them easier to work with than softer stones.
Their display cases showcase new jewelry and examples of how laser technology has transformed custom designs, turning old pieces into modern treasures.
“My favorite part of my job is custom design,” Lily shared. “By getting to know my customers, I can design pieces that have personal meaning and symbolism.”
Heating Up Stones
Understanding the intricacies of custom design, this husband-and-wife team has honed their skills together since 2015. Lily began handling the business bookkeeping in 2014. From a young age, Willy—passionate about the trade—takes pride in restoring jewelry that has sentimental value to families.
One unique aspect of their business is using a laser welder, allowing them to work with softer stones like amethysts, emeralds, garnets and opals without damaging them. Without a laser welder, working with softer stones must be removed from the setting, or they will crack. Removing a stone from the setting is a pricey additional cost to the customer.
Laser welding allows Lily to work with the stone intact inside the setting as repairs or custom design options are completed. Lily enjoys doing custom designs. Willy uses welding equipment as well, allowing them to address the full spectrum of what is required to customize design needs.
This in-house service distinguishes them from many local jewelers who outsource such work.
The Greene Story
You can learn more about WG Fine Jewelry Design on their website, greenejewelrydesign.com, or by calling 831-438-1844. It’s evident that Lily and Willy love what they do, offering such services as:
• Custom Design and Modifications
• Repair and Restoration
• Watch and Eyeglass Repairs
“In taking over our Scotts Valley shop in 2015, my wife Lily and I are continuing the legacy left by my parents. I was fortunate to learn from a Master Goldsmith and my mom, who had incredible artistic talent in drafting and illustration,” Willy shared.
This second-generation business is another reason to shop local and support family-owned businesses. They do their magic in the back room, but most importantly they enjoy talking with their customers. They take the time to understand what the customer’s needs are and use their craftsmanship to deliver a gem that has everlasting meaning and sentiment to them.
Janet Janssen, Life in Business and Speaker Coach, serves the community through volunteering at the local SLV and SV chambers and as a board member of Leadership Santa Cruz County and helps teach at Cabrillo College’s Supervision Academy. Contact her at ja***@ja**********.com or visit janetjanssen.com.
