Cheryl Burchell Goldsmiths

Apr 23

In their own words

“I started out in pottery class in high school. I loved fabrication, but not throwing, so I tried a jewelry class. There was an amazing instructor doing enamel. When I went to college, I took rock cutting, loved it, and then jumped around at different colleges. From there, I did the hard knocks, learning with other jewelers and apprenticing.”

-Cheryl Burchell

Jason’s Interview with Cheryl

Jason

Today we get to talk to a superstar, Cheryl Burchell from Cheryl Burchell Goldsmiths. How did you get into the industry, Cheryl?

Cheryl

I grew up in California. In high school. We had art and I started out in a pottery class. I loved fabrication, but not throwing. So, I walked over to a jewelry class and there was an amazing instructor there doing enamel. I got started that way. I went to college and took rock cutting. I went to college in southern Utah and then jumped around. Ended up in San Luis Obispo and took a class there. From there, I learned with other jewelers and apprenticing.

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Jason
Is there a mentor who influenced or changed your life?

Cheryl
My friend, Bobby Petruzzi—he has been gone a very long time. A third or fourth-generation Italian jeweler. His parents or grandparents actually worked in New York. His father was an amazing goldsmith. He was as well. Without him, I wouldn't have gotten to where I am.

Jason
When somebody comes into your door, how do you like to make people feel?

Cheryl
We're old school. We make anything, can fix anything. When they walk in, we reassure them that we're going to take care of them. We're not going to charge them if something didn't work perfectly. We want them to know that they're in a good spot and their stuff is safe.

Jason
Why do you think people trust you so much?

Cheryl
We're consistent. We don't put on a phony face. We are who we are.

Jason
How do you compare to an online jewelry site?

Cheryl
I would say we're about a third less than what they're going to see online. Half the time, I'm mortified when I see what they've bought on Pinterest and what they paid.

Jason
If there's a thing that everybody in Coeur d’Alene can count on you for, what is it?

Cheryl
Restoration, repair. They know me as a custom goldsmith. I can remake anybody's jewelry that they've inherited. And 99.9% of the time, they love our pieces.