March 19, 2024

A place for everyone

Silverado Jewelry values its customers

About a year and a half ago, Silverado Jewelry relocated to a storefront on the Newton square. A transition that was well-timed for the owner, Stephanie Moran, and her family.

The business has been around for 10 years, but it hasn’t always been easy for the Moran family. In the beginning though, everything was perfect: Moran could work on jewelry at home while also raising her two boys. However, when another boy was born and Silverado Jewelry expanded, the family operated out of their garage. These weren’t the only struggles for the Morans.

Moran is diagnosed with ITP, a bleeding disorder that causes blood to clot slower than normal. This is due to a low number of platelets, specifically, less than 17,000 for Moran. As a result, if Moran gets a cut or a bruise, it can be quite a scare. The main concern of ITP individuals is not being able to stop the bleeding once it has started. However, Moran tackles the disease well, and it shows with her business’ success.

Silverado Jewelry specializes in handmade jewelry with personalized items being its best seller. Currently, the business offers necklaces, bracelets, rings, earrings and watches with often a one-day turn around to receive these items at the store. However, what makes Moran and her business unique is that she is less concerned about the bottom line. Moran knows that sales are a priority but having quality merchandise is No. 1. This is one of many reasons why Silverado Jewelry values its customers first.

“There is always competition out there. It’s good and it’s healthy, but the reality of business is that you need to listen to your customers. You just need to listen to what they want. We are constantly evolving and changing depending on the styles and trends that are out there,” Moran said.

Besides customers, Moran also values the meanings, experiences and stories that jewelry offers. Moran hopes that customers of her business realize the conversational aspect that jewelry pieces provide. For instance, one of Moran’s favorite memories with jewelry happened very recently. Her grandma passed away last year, but Moran’s mother found a jewelry box of her grandmother’s. Moran loves that the stories aren’t lost with those pieces as she remembers or pictures how her grandmother got those pieces.

“I think if it was 10 or 15 years ago, maybe I would not have had the same attachment to it, but actually it was neat to open the box and go through those items that weren’t worth a lot. It’s just the stories that go with them and knowing that they were worn and given to my grandma by my grandpa and other family is neat,” Moran said.

Much like every business, Silverado Jewelry does experience setbacks. However, what helps Moran overcome her business issues is to remember her grandpa who was also an entrepreneur. She compares her struggles to his 50 years ago and tries to keep that in perspective. For instance, Moran’s grandpa had to go door to door for sales and everything was by word of mouth by people in small communities. Business, especially the jewelry business, is much different in today’s world.

Before Silverado Jewelry had a storefront, Moran hosted about 33 craft shows a year. Of course she now has several less shows, but Silverado Jewelry stays active thanks to the hard work of Moran and her team – a team that consists of nine part-time girls and Moran’s husband.

“We have a really great team. I couldn’t do it without the people who work here. It used to be just me until about three years ago. They are just fabulous workers who help out on a daily basis. They have positive attitudes and bring so much merit and soul to this business. They really have made the business what it is I believe,” Moran said.

There are the numerous craft shows, but Silverado Jewelry is also limitless by having its own studio, website and other social media platforms that the business utilizes. It’s all a challenge for Moran, but she won’t give up any of these options. She knows that she attracts different customers by how she advertises Silverado Jewelry, but this is very important to Moran as she wants to provide something for everyone.

Moran hopes Silverado Jewelry is a stable place where people know what they are going to get in terms of quality and service. However, the team is constantly trying to create an identity for its business.

“It is more important to have the customer walk away with what they want than not provide that service for them. We do everything that we can do to get the end result how they want it,” Moran said.

Patty (Reynolds) Morton, of Newton, received a Silverado Jewelry necklace from her boyfriend for her birthday, and she often enjoys looking through its Facebook page.

“I absolutely love the necklace. You can tell they put a lot of time into the design and inscription. I couldn’t be happier with it. It’s easy to see they care about their products and customers right down to the tiniest details. We will definitely be shopping there again,” Morton said.

Silverado Jewelry has a lot to look forward to in the next year. For example, the business is in the process of talking with Amazon and Freshly Picked from "Shark Tank" to advertise its products on their sites. In addition, the business is working with the Platelet Disorder Support Association (PDSA) to design ID bracelets for people who battle with ITP. Lastly, Moran hopes to buy an engraver soon to be able to design jewelry with a machine or by hand.

Moran would like to remind people that Mother’s Day is right around the corner, and Silverado Jewelry provides a great selection for gifts. However, Moran loves more than anything to get a drawing or surprise from her boys just because. Also, Silverado Jewelry is looking for people to work days to make jewelry.

“I’m hoping that people will come in and give us a try, and hopefully they will have a great experience,” Moran said.

So whether it's for Mother's Day, a new job or just because, you can stop at Silverado Jewelry at 122 First St. N., check out their Facebook page, or shop online at www.silveradojewelry.net.

Contact Scott Thenhaus at 641-792-3121 or at newsroom@newtondailynews.com