Williams Diamond Center: Love By Design

With an emphasis on quality and customer service, Williams Diamond Center will bring sparkle to the special moments of your life

Volume One Partner Content

For Teva Dekel of Williams Diamond Center in Eau Claire, life revolves around dazzling diamond rings, sparkling necklaces, eye-catching earrings, and lots of hats.

Although those hats are metaphorical – Teva is manager, designer, and owner of Williams Diamond Center – the jewelry is real: Whether it’s pieces from top designers, heirloom jewels, or Teva’s own one-of-a-kind creations, you’re sure to find something for your special occasion – and your special person.

Teva says he derives “true pleasure” from designing pieces that symbolize lifelong commitments. “I think I’m really lucky because I can wake up every day and go to a job that I absolutely love,” he says. “I’m so passionate about jewelry.”

Teva’s road to Eau Claire was a winding – but ultimately rewarding – journey. After growing up in La Crosse, he pursued a career in fashion design, working for big corporations and small couture businesses in New York, Israel, and Italy. After eight years, he found himself back in his home state, and was introduced to a family friend, Denise Wurtzel, who owned Williams Diamond Center in Eau Claire. Denise helped Teva get training and certification through the Gemological Institute of America and took him on as an employee.

“It was an instantaneous click, and I knew I’d never leave,” he says of joining Williams Diamond Center. While Teva loved working with textiles in the fashion world, he found he had an affinity for designing jewelry as well. Furthermore, he loved the one-on-one interactions with customers, something that was missing in the world of fashion.

Over the course of a decade, Teva became a jewelry designer, store manager, and – as of last May – owner of Williams Diamond Center upon Denise’s retirement. The store, 2823 London Road, closed briefly for some updates and re-opened in June.

“We have, of course, done some different things,” Teva says of taking ownership of the store. “But what people love about Williams is what it’s always had – which is fantastic customer service, knowledgable staff, and a lot of kindness, and those things I didn’t ever want to see change.”

All eight of the store’s employees – some of whom have worked their for years – stayed through the ownership transition. This stability helps ensure that Williams retains the reputation for quality and service it has had since first opening in 1982.

Over more than 40 years, Williams has been able to facilitate countless life-changing moments, from engagements and weddings to anniversaries and more. “You’re dealing in love,” Teva says. “Jewelry is that tangible link to emotion, and that’s powerful.”

While these emotions are consistent across generations, styles are always changing, and Williams Diamond Center strives to provide customers with unique pieces that meet their personal aesthetics as well as to stay atop trends.

After white gold and rose gold had moments in the spotlight in recent years, “yellow gold is so hot right now,” Teva says.

“The other trend is solitaires: One rock on a beautiful, classic ring,” he adds. “That has been very much a trend for the last year and a half.”

Teva predicts that the marquise cut diamond – with its elliptical shape and pointed ends – is poised for a return to popularity. Trendy in the 1970s and ’80s, marquise diamonds carry a nostalgia factor for younger people who saw their mothers and grandmothers wear them – and it doesn’t hurt that actress Selena Gomez now sports one as an engagement ring.

Individuality is also a trend, with many buyers emphasizing their own style rather than wanting rings that looks like everyone else’s. That’s where Teva’s talents as a designer can really shine: He skillfully renders designs on a computer, which are then crafted by master goldsmiths.

“I love the transition from pictures and sketches and ideas to ‘Wow, this thing is gold and platinum and diamond’ and it is twinkling and sparkling at you,” he says. “It’s very exciting: It all was an idea once and now it’s a reality.”

And manifesting dreams is what Teva – and Williams Diamond Center – are all about.

“Dreams do come true, and they can come true in Eau Claire,” Teva muses. “Now I have a business here where I get to do the things that I love. That’s huge.”


Williams Diamond Center

2823 London Road, No. 4, Eau Claire • (715) 834-9929 • @williams_diamond_center on Instagram • @williamsdiamondcenter on Facebook • williamsdiamond.com

PARTNER CONTENT

 

Weddings & Occasions is sponsored by:

Williams Diamond Center
2823 London Rd
Eau Claire

Weddings & Occasions is sponsored by:

Williams Diamond Center
2823 London Rd
Eau Claire