Our History

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1957

Underwood’s® founded in Fayetteville, Arkansas, by William G. Underwood.

1959

Admission to the American Gem Society (AGS).

1961

Certified Gemologist (CG) title bestowed.
Accredited Gem Lab certified by AGS, the first in Arkansas.

1966

Underwood building, designed by Fay Jones, completed.

Underwood’s Jewelers Storefront, 1958

Craig Underwood gets an early start.

1968

Bill Underwood appointed to Diamond Standards Committee of U.S. and Canada. This committee determines diamond grading standards for North America.

1970

Bill Underwood elected to Board of Directors of American Gem Society.

1978

Bill Underwood selected by Smithsonian Institute as one of 33 jewelers in America to create a special jewelry piece for the Smithsonian Collection.

1979

Certified appraisal of Elvis’ Ring.

1983

Bill Underwood one of first 29 jewelers in America to earn Certified Gemologist Appraiser (CGA) title, industry’s most advanced title.

1985

Bill Underwood elected to President-Elect of American Gem Society.

1986

Pearl Design Contest.

1987

Bill Underwood elected to national President of American Gem Society.
Craig Underwood completes gemological training and enters store.

The early years.

Bill Underwood, 1987

1988

Craig Underwood earns CG title.

Bill Underwood makes special presentation to William R. Chaney, chairman of Tiffany & Co. at special “Breakfast at Tiffany’s” event in New York.

1991

Underwood’s named Best Single-Store Jeweler in America and inducted into the National Jeweler Hall of Fame in New York.

1992

Craig Underwood earns CGA title.

Bill Underwood elected to Board of Directors of Jewelers of America.

1993

Bill Underwood awarded the Robert M. Shipley award, named after the founder of both the GIA and AGS.

1994

Craig Underwood elected to Board of Directors of American Gem Society.

1995

Bill Underwood elected to Manager, Board of Directors, of the American Gem Society Gemological Laboratory, the first independent lab to offer a diamond cut grade on their Diamond Quality Documents.

1997

Underwood’s head goldsmith, Tom Weishaar, receives nation’s first Certified Master Bench Jeweler title from Jewelers of America of New York.

1998

Craig Underwood appointed Chairman of Diamond Standards Committee of United States and Canada. This committee determines diamond grading standards for North America.

1999

Underwood’s Design Department wins Industry’s most coveted Design Competition, the National AGTA Spectrum Award.

2000

Underwood’s wins First Place Arkansas Carat Award for Excellence in Design.

Craig Underwood appointed Chairman, International Task Force, American Gem Society Diamond Standards to evaluate and develop a cut grade for fancy shaped diamonds, a “first” for the Diamond Industry.

2001

Craig Underwood promoted to president of Underwoods and Bill Underwood to chairman of Underwood’s.

2002

Bill Underwood named chairman, Oversight Committee for Advanced Cut Grading for the AGS Laboratory.

Platinum Honors Design Contest.

2003

Underwood’s selected as Jeweler for Emmy Awards gift basket at annual awards ceremony.

2004

Craig Underwood named President-Elect of American Gem Society.

Bill Underwood recognized as Entrepreneur of the Year by the Sam Walton School of Business, University of Arkansas.

2005

Bill Underwood receives the “Triple-0” award in the Rainbow Room at Rockefeller Center for outstanding achievement in the jewelry profession.

2006

Underwood’s named “Best Jewelry Store in America” by INSTORE magazine, the leading publication for the jewelry industry, and dubbed “Coolest Store in U.S.”

Craig elected President of the American Gem Society

2007

Underwood’s celebrates 50 years of service

Craig elected Chair of the Jewelry Leadership Council

2008

Craig completes term a President of the American Gem Society

2009

Underwood’s granted a U.S. Patent on the “Beauty Grade Machine®” after a worldwide search that no other similar technology existed.

2010

Underwood’s adopts state of the art Milling Technology for casting

2011

Underwood’s upgrades laser technology on patented Beauty Grade Machine®

2012

Underwood’s wins national jewelry design contest, Jewelers of America “CASE Award,” for custom-made diamond ring

Underwood’s is one of 12 jewelers in the nation selected to provide two Underwood Custom Pieces for the “Red Carpet Collection” at the 2012 Academy Awards

2013

Underwood’s Named a Town and Country Leading Independent Jeweler

2014

Underwood’s wins a second “CASE” design award for their custom handforged gold and opaque diamond ring

2015

Underwood’s celebrates its 5^th Anniversary of their Fab Five Community Giving. Since 2000, Underwood’s has supported the NWA community giving more than $500,000 to local non-profits.

2016

The Underwood Building, designed by AIA Gold Medal architect E Fay Jones for William G. Underwood CG, celebrates its 50^th birthday.

2017

Completes remodel of interior and creating a beautiful new entrance on the west side of our historic building.

2018

Underwood upgrades their 3-D printer for State-of-the-art CAD design and lost-wax casting.
Laura Underwood awarded the “Arkansas Parks and Recreation Volunteer of the Year” for her work with the Yvonne Richardson Community Center.

2019

Troy Underwood, the future 3^rd generation of Underwoods, graduates from the Gemological Institute of American with his Graduate Gemologist Degree.

2020

Craig and Laura Underwood gift land to the City of Fayetteville to create the 65-acre Underwood Park.

2021

Troy Underwood, 3^rd Generation, joins the family business.

2022

Craig Underwood was presented with the prestigious high honor of the Robert Shipley Award.
Troy Underwood became a Certified Gemologist Appraiser.

2023

Laura Underwood elected President of the Fayetteville Chamber of Commerce.

2024

Troy Underwood named Jewelers of America’s 20 Under 40, highlighting individuals who best embody an ability to lead, innovate, and improve a jewelry store’s success while adhering to professional ethics.