The People’s Choice:
Jewelry Warehouse!

By    OLIVIA DORN-KENNEDY

Staff Writer

(Columbia, SC) – Famous for its fine jewelry at warehouse prices, Jewelry Warehouse wins the approval of Columbia, SC shoppers time and again in a reader poll conducted by The State Newspaper.

     “For eight years in a row, we have been selected as the best jewelry store in Columbia,” owner George Satterfield proudly avowed.  “And you know, there are 107 jewelers listed in the yellow pages!”

     “We’re extremely honored that people around here believe we’re the best.”

     Jewelry Warehouse has also been the choice of the Miss South Carolina pageant, serving as its official jeweler since 1983.

     “We provide her (Miss South Carolina) with an official medallion, which we designed, and a basic jewelry wardrobe,” said George.  “We’re involved with the queen all through the year and take care of her jewelry needs.”

     Jewelry Warehouse has indeed become and icon for success around the Palmetto state’s capital city, and a lot of local consumers take credit for its prosperity.  In fact, the three store jewelry chain probably wouldn’t be in the retail business today without the perseverance and prodding of consumers seeking quality jewelry at warehouse prices.  Founded as a wholesaler in 1965, Jewelry Warehouse didn’t start selling to the public until 1977.

     “Initially, I supplied little inexpensive gifts that went in drugstore, like Eckerd’s and in beauty supply houses,” explained George, “and then I started adding new itmes such as pierced earrings, which incidentally, were a novelty back then.

     The earrings, however, soon became extremely popular and were one of George’s top-selling items.  He made up racks containing 144 earring and business thrived.

     “At that time, find jewelry wasn’t as popular as costume jewelry, so we continued with it,” he explained.  “It wasn’t until the 70’s that we started stocking items like the gold add-a-bead necklaces and serpentine chains.”

     He continued supplying drug stores, but business slacked off when America went off the gold standard and his warehouse was full of excess merchandise.  Then, in 1977, a tragic accident changed his business future.

     “I was outside in a polyester suit burning some trash and poured gasoline on the fire,” George reflected.  “The next thing I knew was that my suit caught on fire and the polyester just melted.”

     He was airlifted to the Medical College of Charleston where he spent four and a half months in intensive care.

     “I had 2^nd and 3^rd degree burns over 76 percent of my body and wasn’t expected to live,” he explained.

     His pastor, expecting the worst, pleaded with his congregation to be supportive of George’s family by patronizing the Jewelry Warehouse Sale.  So, they opened the warehouse doors to the public for several days a week.

     “Oh, people came and bought it alright…gold chains, add-a-beads,…you name it,” said George.

     After his discharge from the hospital, George was wrapped in bandages from head-to-toe for a year and couldn’t only wear shorts.  He couldn’t travel anymore for his wholesale business.

     Meanwhile, people in the Columbia are encouraged him to open his warehouse again and have sales on special occasions like Valentine’s Day and Mother’s Day.

     “We started doing this and eventually developed a loyal customer clientele,” he said.  “Business expanded to the point that customers were parking half-mile down the road just to buy at these special prices.”

     George attributes much of his success to the fact that most retailers, at that time, bought from wholesalers, whereas he bought directly from manufacturers enabling him to lower his prices.

Today, George’s main store is still located in what he calls “the boondocks” in West Columbia where his original wholesale warehouse was located.  His retail business flourished, and expanded into five stores over the years.  However, in 1994, he consolidated into three larger stores but still managed to increase his business by 20-percent.

     “We sell at the lowest possible prices; that’s the bottom line,” said George.  For instance, we sell a 2-carat diamond tennis bracelet for $297, but just because we go down on our prices doesn’t mean we go down on quality.

     “Our prices are off, not our quality.”

     He explained one reason he’s able to cut his prices is because his stores don’t have the high overhead costs mall retailers have to contend with.

     “We’re not a real plush fancy store, but we’re comfortable,” he said. “we treat everyone the said and try to give them good value.”

     George said Jewelry Warehouse caters to all types of customers.  He recently sold a customer and $50,000 diamond ring and, on the other end, sells many inexpensive items in sterling silver.  His stores maintain a large inventory and an extensive variety in order to serve customer needs.

     “I go to all the shows and talk to salesmen from the companies on a daily basis in order to be on the cutting edge of what’s new in the industry,” he explained, “and our business increases daily.”

     Jewelry Warehouse also manufactures and sells University of South Carolina Gamecock and Clemson Tiger collegiate products, including sports charms.

     “Next to each jewelry store, we have a college shop,” said George.  “We do this sort of as a traffic builder during the collegiate sports season.”

     George said he’s now semi-retired but continues to attend all the shows and do the advertising.  He said he’s known for his famous one-inch ads that have proven to be very effective.

     Jewelry Warehouse employs from 60-70 employees, including six jewelers, one engraver, and a certified appraiser.  George is also happy to have the assistance of family members who work in the business.  They include his wife, Edith; his son, Scott who manages the business; Scott’s wife, Janice.

     If you’d like to contact George at Jewelry Warehouse, you can call him at 803-794-6293 or visit their website at www.jewelrywarehouse.com or www.wevegotyournumber.com.
Note: George Satterfield passed away 9-19-05. He was an inspiration and we will continue to uphold his traditions and values. He is greatly missed.
Scott