My Biz: Iowa jeweler carries on family business for next generation

IOWA CITY, Iowa — From a tiny office in the front of his store, Bill Nusser gives a friendly wave and hello to all the customers who stop in his jewelry store, much like his father, grandfather and great grandfather before him.

Nusser is the fourth generation owner of Hands Jewelers, a fixture on the Iowa City downtown retail scene since 1854. The store is housed in a historic building on Washington Street constructed in the mid-1800s.

Hands Jewelers offers a wide variety of necklaces, bracelets, earrings and rings featuring everything from diamonds to pearls and rare gemstones in nearly 100-year-old Honduras mahogany jewelry cases. Nusser said it has survived and flourished over the years in part because of the importance of integrity.

'They built up the business to be honest and trustworthy,' he said. 'They understood the importance of enhancing the knowledge and ethics in the business.'

Nusser's father — who was very interested in colored stones and diamonds — grew the business to several locations over the years of his ownership and added a gift department. Nusser, who has worked for the family business since about age 16, continues that legacy.

This Christmas season, Nusser and his team of 15 employees found a street level spot just a few doors down from the jewelry store to expand the store's gift department with Hands Home.

'We put this store together in just two weeks' time,' said Nusser, noting that their goal was to open over Thanksgiving weekend.

Hands Home offers a wide selection of specialty gifts from stationery and pens to picture frames, crystal and functional yet decorative pieces for the home.

'Most jewelers don't have a gift department any more but we've maintained ours and expanded it with the idea that when you need to get a special gift for someone, you can find it here,' Nusser said. 'There is a lot of overhead associated with it, but I feel there is a real niche there.'

Nusser said Hands Home is inspired by the idea of affordable luxury with almost everything in the store priced under $100.

Nusser took over ownership of Hands Jewelers in 1990 when his father sold the store to him. He bought the building in 1998.

'My focus has always been buying the finest diamonds that we could and we like to get as close to the source as possible. And we have remarkable grading standards,' he said, noting a long-term employee inspects everything they buy before they buy it.

'This is so that we can make sure that every piece we sell is the best you can buy for the money. People can buy with great confidence from us and I think that is true of all the generations.'

Next in line to take over the store is Nusser's son, Charlie, a rare fifth-generation family business owner.

'Charlie came in three years ago,' Nusser said, noting that Charlie, like himself, spent a few years working outside of the family business. 'Those were the sweetest words I ever heard when Charlie asked me if there was room for him to come back.

'Charlie's taking things up a notch. He has strong ideas and I try to accommodate that.

'I want to shore everything up so that Charlie can just take over the business and this place will live on.'

Until his son takes over, Nusser said his role continues to involve buying for the store as well as personnel management and continuing education. 'But I'm also in charge of the big picture and the vision of why we are doing what we are doing.'

While Nusser said the thing he enjoys most about his job is working with the customers, he couldn't possibly pick a favorite gem. 'I really love diamonds, but I also really go crazy over a great emerald, or a great ruby, or a great sapphire.'

'Jewelry is so intensely personal. It's not about what I think is beautiful,' he added, pointing out that it really is a joy working with customers to select the right piece for them.

'This is a very relationship oriented business,' he said. 'And nothing tops the relationships you make with the people who come into this store.

'We have the same number of generations shopping with us as have owned this store. There are a lot of people we have maintained a connection with and we have a few famous clients as well so that is fun.'

Nusser said sometimes customers come into the store with a clear idea of what they'd like to purchase and other times they look to his team of experts for guidance.

'We get to know about you and the recipient of the gift before we show you anything. Our job is to help you become clear about what you want. We really build the transaction by building a relationship. And our goal is to make sure you are informed enough to make the right choice.'

'The things you buy here are permanent; they are meant to last for generations.'

AT A GLANCE

Name: Bill Nusser

Title: Owner

Business: Hands Jewelers

Address: 109 E. Washington St., Iowa City

Telephone: (319) 351-0333

Website: https://handsjewelers.com/