Zealand stroud: at the.comer of business and art.

• Author: Julie Roberts
• Position: Around Utah

Zealand Stroud, owner of Stroud Jewelers, has spent more than 15 years working in the jewelry business. His father started the business in 1991, operating at ZCMI, and Stroud moved the store to Sugar House in 2001. Here, Stroud explains why creating jewelry is "an art and a talent."

Your father is originally from Hawaii. How did he end up starting a business in Utah? He started the business in Texas, moved to Colorado, and then ended up here. He had a dream of a family business, and he wanted our family members' personalities to be reflected in the quality of the jewelry. My father is still a partner in the business, but he has moved back to the Big Island. He is working as the president of the Hawaiian Civic Council, where he serves as an advocate for native Hawaiians. It has been interesting for me to learn more about my father's culture.

How do you find the ideas for creating your jewelry pieces? It's important to me to understand the customer's dream and vision; I create one-of-a-kind custom pieces based on the customer's inspiration. The artistic part of the business is my favorite part of this job--it takes a certain knowledge to be able to create something beautiful every time.

How do you stay educated in the jewelry business? I learned about jewelry repair and design at the Gemological Institute of America, and I continue to attend seminars and take online courses there. Also, I have my employees take the classes too. It's important to be able to educate the customers on the value of the pieces they are purchasing. I'm not just trying to make money here--I want to help people to invest in high-quality pieces.

How do you like operating your business in Sugar House? It is a great location because we get repeat business from people in the neighborhood who like to support local businesses. When I was looking for a new location, I took note of how busy...