Iconic & Inspired

Our name speaks to a tradition of expertise and passion for innovative design.

The Art of True Love

Beautifully Designed. Superbly Crafted. Unmistakably Underwoods.

A History of Excellence

The premier jeweler of Northwest Arkansas since 1957.






Our featured gemstone for February

Razorback jewelry




Show your Arkansas spirit!

Trending Now






Custom Jewelry





Hand-crafted and custom designed.

The Art of true love

Our diamonds are precision cut for maximum beauty and brilliance. This exceptional cutting allows our diamonds to express their natural sparkle and scintillation. Comprised of the top 2% of diamonds worldwide, the Underwood Diamond is as rare and beautiful as your love.

Our Custom Shop

Distinguished by our state, national, and international award-winning designs, Underwoods is unique in our intimate approach to creating one-of-a-kind jewelry, using only the best precious metals, colored stones, and the top 2% of diamonds worldwide.

Our name speaks to a tradition of expertise and passion for innovative design.

Learn More About Underwoods

Want to see how Underwoods has become one of the top jewelers in the country? We’d love to show you.

From Our Blog

Sharing our passion for jewelry, gemstones, and precious metals

Establish Your Jewelry Wardrobe

Find your style!Which necklace fits your personal fashion style?Everyone has a different sense of fashion, whether it’s jewelry, clothes or even shoes. Diamond necklaces are no exception when it comes to personal style and what you should be wearing with your outfit....

2019 Jewelry Trends You Won’t Want to Miss

The new year never ceases to amaze when it comes to forward trendy fashion jewelry. 2019 is bringing us bold, creative and classic trends with a few unexpected looks. Keep up with new and exciting fashions that you will see at fashion week, on the red carpet and on...

“Ring In” the New Year!

A new year means a new you! Different gemstones can symbolize different aspects of your life. This New Years,  wear Underwood's jewelry not just to glam up your outfit, wear it to represent what you want most for your new year. Keep reading to learn about 8 different...