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A Modest Dream
In 1948, my grandparents, Joe and Helene Sherwood, had a dream... to make a living for their young family by opening their own business. My grandfather had been in the jewelry business for 17 years and felt he was ready to venture out on his own. By mortgaging his house and borrowing money, he was able to buy a small jewelry store on Eastern Avenue in Bell Gardens, California. Grandma ran the office, managed the home, and watched after their two sons: my father and my uncle. Treating his customers like friends and family, Grandpa sold jewelry, giftware, and yes, even socket wrench sets. He also carried his own in-house credit, to allow his customers to be able to buy the jewelry they wanted with convenient terms.

The Family Expands
Because of his kindness and friendship, my grandfather's business began to grow by word of mouth and he was able to open a 2nd store. My father and uncle joined the business in the 1960s and together, the three of them expanded the business throughout Southern California. Still running the business as a family, each of the stores continued to have a warm and friendly staff of caring individuals who were dedicated to treating our customers like friends and family, every day.

Making Diamond Dreams Come True
Today, thanks to our loyal customers, we're celebrating almost 70 years in business and in the midst of our third generation of family operation. I am honored to carry on that tradition today with over 90 stores throughout California and Arizona and a continuing commitment to treating our customers like family. From my grandfather's dream that started it all, we have helped millions of people make their diamond dreams come true. From our family to yours, I invite you into one of our stores to experience the legacy of Daniel's Jewelers.

David Sherwood
Chief Executive Officer and Grandson to the Founder
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