A.T. Thomas Jewelers

Jun 24

In their own words

“We’re personable. We get to know our customers. Whether you’re spending $200 on an engagement ring or $10,000, you’re still a customer, and you’re treated the same. We have fun with people. We like sharing their memories. Not every piece of jewelry is an engagement. Every piece, however, has a purpose, a meaning behind it, and we’d like to get to know what that meaning is.”

-Cheri Thomas

Jason’s Interview with Cheri

Jason

We're back on Meet the Jewelers and today we're talking to Cheri Thomas from A.T. Thomas Jewelers in Lincoln, Nebraska. How did you get into the jewelry industry?

Cheri

Actually, it was my husband's father that started the store back in 1977. It's always been local here in Lincoln. We purchased the company from him in 2007.

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Jason
What was that journey like?

Cheri
It was an interesting journey.

Jason
Are there any big milestones or exciting things that have come up for you?

Cheri
We started another store under another name. We've changed our showroom. We have a 5,000 square foot showroom. Our son works with us here. He is our designer. Our daughter-in-law, his wife, is our GIA-certified appraiser. Everybody does a little bit of everything.

Jason
When somebody comes into your store, how are they going to feel?

Cheri
Very welcome, no matter what they're wearing, no matter how old they are. We're a very welcoming place, not your typical retail experience. It's a very personal experience. People have a lot of fun purchasing the rings here, looking for their rings, because we are mostly engagement.

Jason
What sets you apart?

Cheri
We're just very personable. We have fun with people. We like sharing in their memories because not every piece of jewelry is an engagement. Every piece, however, has a purpose, has a meaning behind it. We keep our customers pretty happy.

Jason
When it comes to making people's days, is there a moment where you were able to be the hero for the day?

Cheri
I would say 98% of the time we're right as far as them getting that gift and loving it. We have had a lot of tears and I take that in a good way. It makes us very happy.

Jason
I won't ask you to list all the charities and causes you support, but what are some that are top of mind?

Cheri
We generally pick a charity each year that we concentrate on. We've done Alzheimer's in the past. Make-a-Wish. We do a lot of schools, post-prom.

Jason
Are there any designers or brands that you want to highlight?

Cheri
We carry what we call the Above Ground diamonds, which has been very good for us. There's the Kashi brand. We have quite a few. They're all a little different. If you can't find what you like, we make it.

Jason
Can you tell us a little bit more about the Above Ground diamonds? It's so rare.

Cheri
It is an actual diamond. It's not mined from the earth. It is grown from a seed. A lot of the above-ground diamonds are coded after they're grown, ours are not. It gives them a truer color factor than some of the other cutters.

Jason
How long does the customization process take for you?

Cheri
A minimum four weeks. Generally, we try and get it done sooner than that.

Jason
When you're looking at five, ten years from now, where do you see the brand going?

Cheri
I see it growing. The industry has changed so much, even since we purchased the company. It's kind of hard to say where I see it going because I never expected where it's at now.

Jason
Why do you think people trust you?

Cheri
We've had so many generations coming in to get their rings. We have tried to treat everyone as best as we can. Of course, you can't please everyone, and on occasion, you do have that situation. But we always make it right. So, I guess that's what sets us apart.