There are many fine jewelry stores in the country . . . often in cities of much greater population than Fayetteville, Arkansas. So you might logically ask: Why Underwood's? What makes this store in a small city in a small state so special? Why has this store earned so many awards? And why was it named the "Best Single-Store Jewelry Store in America" in 1991, and inducted into the National Jeweler Hall of Fame? Surely there is a reason.
The same question has been asked before about Sam Walton, the founder of Wal Mart, who started Wal Mart in Northwest Arkansas, and built it into the largest retail establishment in the world. Or Tyson Foods, the largest poultry processor in the world. Or J.B. Hunt Transport, the largest trucker in the world. All were founded in Northwest Arkansas, where Fayetteville is the principal city and the home of the University of Arkansas. Some writers have claimed that "it is something in the water", but it's really more than that.
Fayetteville is a wonderful place to live. The Ozark mountains provide plenty of fresh air, clean water in abundant lakes and streams, no pollution, no racial strife and a very low crime rate. And the commute time to work averages less than 10 minutes. So work and play are just a whisper apart, and this quality of life makes people happier and more productive. With all of these advantages, Fayetteville attracts many more highly qualified people than the size of the community would indicate. In short, it is the superb quality of life in Fayetteville that has attracted these outstanding entrepreneurs . . . and that's why Underwood's is here as well.