St. George’s one-on-one evolution in fine jewelry design

Promotional image courtesy of Seven Oaks Fine Jewelers, St. George News

CONTRIBUTED CONTENT — For Shane Oaks, the business of fine jewelry will never outshine the personal stories behind it. 

Stock image | Photo by Sofia Zhuravets/iStock/Getty Images Plus, St. George News

Ten years ago, Oaks and his wife, Tricia, moved their family of seven from Vernal to St. George and brought their family business with them. Since then, both Seven Oaks Fine Jewelers and the Oaks family have been embraced by the community. To say thank you and celebrate the evolution of Seven Oaks, they’re hosting an open house Thursday at their new boutique on Bluff Street. 

“People here have been really good to us, and we’re so grateful for that,” Shane Oaks said. “We hope that what we’re doing now is a small way to give something back to the people who’ve been so supportive.” 

Just like their family of seven, the jewelry store has grown and changed over the years. Most recently, Seven Oaks moved from the Red Cliffs Mall into a new boutique with a new logo, and evolved from primarily a walk-in jewelry store to offering services by appointment only.

“Every person who meets with us deserves our undivided attention. We feel like we’ve always been good at that, but we wanted to make the experience truly one-on-one,” Oaks said. 

Custom jewelry is about the story it tells

Oaks believes that fine jewelry, especially when it’s custom, is about celebrating a milestone or creating a memory.

“When we create a piece for someone, it always comes with a story,” he said. “Sometimes it’s purely a love story, and other times it’s a personal journey or marking 30 years of ups and downs together. We love what we do because we get to hear so many stories, and they’re all so unique.” 

To do justice to those stories, Seven Oaks now asks customers to make an appointment before coming in. Whether it’s for an engagement ring consultation, jewelry repair, complimentary cleaning or watch battery replacement, appointments are scheduled online.

Stock image | Photo by Vasyl Dolmatov/iStock/Getty Images Plus, St. George News

“When you come in off the street, you might find that the right person isn’t there to help you, or wait around to talk to someone who’s also trying to help two other people,” Oaks said. “When you make an appointment, we know you’re coming and what you need before you get here. That time is yours, and we can make it count.” 

To Oaks, no matter the reason for the appointment, the evolution of his business model creates a special experience to fit the meaning behind the purchase. This is also why the store is now known as Seven Oaks Custom Diamond Boutique.

“Whatever someone’s story is, we want to honor it the right way, and that can only be done on a personal level,” he said. “People are often stunned at what’s possible and how we design things that capture how they feel. Nobody else has lived their life, so nobody else will be walking around with the same piece of jewelry. It’s an incredible feeling to create that for someone.”

Visit the open house Thursday

The public is invited to an open house between noon and 8 p.m. Thursday at Seven Oaks Custom Diamond Boutique, located at 555 S. Bluff St., Suite 303, in St. George. This time has been set aside for people to see their new boutique, enjoy some light refreshments and learn more about their by-appointment model and custom design.

• S P O N S O R E D   C O N T E N T •


  • Seven Oaks Fine Jewelers | Address: 555 S. Bluff St., Suite 303, St. George | Hours: Monday-Friday, 10 a.m. to 6 p.m. and Saturday, 10 a.m. to 5 p.m. | Telephone: 435-319-6892 | Website.

Copyright St. George News, LLC, 2021, all rights reserved.

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