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Shawn Mikkelson, Rischelle Mikkelson, Darrell Mauerman, and Richard Beach. Despite this being a new venture, they have a combined total of 84 years experience behind them.
Shawn is the founder and CEO. He earned his graduate gemologist degree from the Gemological Institute of America (GIA) and has 20 years in the jewelry business. Rischelle is the CFO and has 16 years of experience developing and running businesses. Darrell is the store director and has 15 years experience in the jewelry industry. Richard is the goldsmith and has 33 years experience making and repairing jewelry.
Forge sells and repairs all kinds of jewelry, but engagement rings are their biggest market. Of those engagement rings, over 80% of them are custom rings. Many jewelry stores want to to sell you what they have in their inventory and Forge has some very nice rings in the store to choose from, but they also allow you to create your own ring instead of being limited to what a store has in stock. With changes in technology and the ability to do so much shopping online, people these days have a pretty good idea of what they want by the time they go to a jeweler.
Forge Jewelers have invested in CAD (computer aided design) technology to help them create almost any imaginable design. A customer can come in with an idea, picture, or sketch and they can help them create a unique ring made to their specifications. When they showed me how this software works I was blown away. It is a game changer when it comes to helping people design their own jewelry.
Three areas of emphasis have made Forge Jewelry Works successful. They are:
1) They put the customer at the center of the process. Unlike the car salesman who wants to sell you what he has on his lot, they want to make sure the customer gets exactly what they are after. If they don't have it in their store then they will help you create it.
2) They have over 84 years of combined experience. They are knowledgeable and experienced and have helped thousands of customers with their jewelry needs over the years and understand the ever changing industry.
3) They offer custom work at non custom prices. Traditionally custom work could be cost prohibitive, but due to technology and being a store that specialized in custom work, they are able to offer custom work at regular prices.
Their store design is unique in layout and refreshing and is different from the typical jewelry boutique you may have been to in the past. Even the bathrooms are decorated with a cool theme that any guy will like.
Forge Jewelry Works is located at 2255 North University Parkway, Suite #1 in Provo between Pizza Pie Cafe and 24 Hour Fitness. Their hours are Mon-Sat. 10 a.m. to 6 p.m. and Fridays they are open until 8:00 pm. Their phone number is 801-704-7020. You can visit their website at forgejewelryworks.com.
