The Underwoods

Craig G. Underwood

CGA, President

Craig G. Underwood, CGA, President of Underwood’s in Fayetteville served as the National Chairman of the Diamond Standards Committee of The American Gem Society (AGS). The Diamond Standards Committee is responsible for setting and maintaining all diamond grading and evaluating criteria for the United States and Canada.

American Gem Society President, Tom Gorman, said upon Underwood’s appointment, “Craig adheres to the highest ethical and educational standards and will be a true asset to the American Gem Society as Chairman of the Diamond Standards Committee.”

Craig served as Chairman of the AGS Laboratory Gemological Committee and Chairman of the International Task Force on Fancy-Shaped Diamond Cut Grading, as well as, President of the American Gem Society.

Currently, Craig serves on the Board of Directors for Jewelers Mutual Insurance Agency which has more than 100 years dedicated to the jewelry industry.

Laura Underwood

Laura Underwood is the wife of Craig Underwood. They met at Baylor University and after graduating in 1984 were married in 1985. They have three sons, Kyle (Sydney), Troy and Brent and two grandsons, Mac and Clark. Laura began her career in the area of human resources and then followed her passion of education to Fayetteville High School where she taught from 1987-1995. When Brent was born, she left her teaching career to stay home. During that time, she was active with several area nonprofits and even helped form the Juvenile Diabetes Research Foundation in NWA. In 1996, Laura ran for the Fayetteville School Board and was elected to serve the Fayetteville community. Laura served for ten years on the Fayetteville Board of Education. Although Laura worked as needed at Underwood’s during that time, she began her career at Underwood’s in 1999. She currently serves as the Office Manager for Underwoods in Fayetteville. Laura continues to be active in the community serving on boards of several nonprofits. Laura loves her work in the community where she truly serves to make a difference. Laura also enjoys her time with family and friends…and a great cycling adventure with Craig!

Laura is always available to help you with your Wish List!

Troy Underwood

CGA, Vice President

Troy Underwood is the third generation of Underwoods Fine Jewelers. He attended the Gemological Institute of America in Carlsbad, CA where he received his Graduate Gemologist degree in 2019. He currently holds the Certified Gemologist Appraiser title with the American Gem Society and is working to become a Certified Gemologist Appraiser. Troy is also a member of the Leadership Fayetteville program held through the Fayetteville Chamber of Commerce which aims to improve and give back to the amazing city of Fayetteville.

Troy was born and raised in Fayetteville, the middle son of Craig and Laura Underwood. After graduating from Fayetteville High School, Troy attended college out of state and lived in various cities while working in a variety of business settings. After ten years away, Troy has returned to his hometown of Fayetteville to join the Underwoods Fine Jewelers incredible team.

When Troy is not at the store, you will most likely find him mountain biking on one of the amazing bike trails in NWA. If he’s not there, you might find him kayaking on the White River or playing a round of golf with friends. And if you know Troy, there’s always a Razorback sporting event to attend.

Bill Underwood 


William G. Underwood, CGA, the founder of Underwood’s in Fayetteville, was inducted into the National Jeweler Hall of Fame in New York City. Mr. Underwood was only the seventh jeweler in the nation to be inducted into the National Jeweler Hall of Fame in New York. This prestigious award is bestowed upon jewelers who have exhibited superior professional, gemological and management skills.

Mike Roman, chairman of Jewelers of America said: “Underwood represents the epitome of entrepreneurship in the jewelry profession. He founded his store in Fayetteville, Arkansas in July 1957 with only $1,000.00 of borrowed money, and he has built it into one of the truly fine jewelry stores in the nation.”