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."
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. 
Taking the first step toward this goal, they mortgaged
their modest home and started a family jewelry business in
a little 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.
Because of his kindness and friendship, business began
to grow by word of mouth. My father and uncle joined the business right after college and expanded the business from that first Daniel's store.
Today, thanks to our loyal customers, we're celebrating
over 60 years in business and 62 Southern
California locations! My grandfather (now 93) along with my father and uncle continue to manage the business.
And, because we still run the business as a family, 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.
Now entering our third generation, I am honored to carry on that tradition today.
David Sherwood, Chief Executive Officer
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