After 60 years, we're still treating
our customers like friends and family. We are proud to extend
that family atmosphere online as we expand our family beyond,
throughout the nation and the world."
Sixty years ago, our parents, Joe and Helene Sherwood, had a
dream... to make a living for their young family by opening
their own business. Dad had been in the jewelry business for
17 years and felt he was ready to venture out on his own. 
Taking the first step toward this goal, Mom and Dad mortgaged
their modest home and started a family jewelry business in
a little store on Eastern Avenue in Bell Gardens, California.
Mom ran the office, managed our home, and watched after us--their
sons. Treating his customers like friends and family, Dad
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.
Because of Dad's kindness and friendship, business began
to grow by word of mouth. That was the first Daniel's store.
Today, thanks to our loyal customers, we're celebrating
our 60th Anniversary and 56 Southern
California locations! Mom and Dad turned the management
of the business over to us more than 25 years ago, but continued
to give us advice from time to time. And, because we believe
in our parents' philosophy, each of our stores has a warm
and friendly staff of caring individuals who are dedicated
to treating our customers like friends and family.
Every day.
Howard Sherwood, Larry Sherwood -- Co-Presidents
|
