Ed
Thatcher (pictured above with his wife, Catherine Thatcher, and
store emplyee, Debbie Townsend) did not know anything about jewelry
when he got his first job in the business, and he had never worked
in a retail position -- he just needed a job at the time. "Ever
since the moment I got into it, however, I have loved it and worked
my fanny off to go places," he said. Ed worked for twelve
years in the jewelry departments of large retailers before opening
his own family-oriented jewelry store in Seaside just two years
ago. November 1st Ed and his wife, Catherine, will celebrate the
second anniversary of the opening of Generations Fine Jewelry.
They opened their 1,600 square foot store "in a landmark,"
said Ed, since the space has been occupied by a jewelry store
for at least the last 42 years. Ed and Catherine did not buy out
the previous store, owned by Dale Fransen, but did purchase some
fixtures and remodeled the space before moving in.
The Generations name was the result of a family "Name the
Business" lottery that was won by Catherine's sister. The
goal of the name is to impart the philosophy of the owners. "The
customer is the reason we are here," said Ed, adding that
he wants customers to shop the old fashioned way, in comfort and
in charge, purchasing jewelry that may become part of your family
for generations. "You will never see a sign on my front window
stating 'No shirt, No shoes, No service.' Customers can come on
in any way they want," he continued. "Bring in the ice
cream cones, the kids, the dogs, cats or rodents. Spill on the
carpet? No problem, I have a shop vac." He wants customers
to come as they are and see he is offering a full-service jewelry
store. From high-end designer and custom pieces to basic birthstone
earings and pendants. The least expensive item in the store may
be a pair of sterling silver earings for $5. According to Ed there
is no upper limit to what you can spend. He stocks exotic, rare
and hard to find stones and perfect-cut diamonds (all certified
by the Gemological Institute of America). They also carry watches,
Black Hills gold, fashion jewelry in gold and sterling silver,
giftware, and imported glass, among other items - most of which
is American made, primarily from the Northwest. To round out the
"full-service" aspect of the business, they also stock
watch bands and batteries, perform watch and clock repair, and
offer free jewelry cleaning and inspection. A goldsmith with 27
years of experience regularly stops by the store to pick up items
needing work, and delivers them back in person as well: Ed recognizes
the importance of family heirlooms. "Customers don't want
to think their jewelry is going to be sent through the mail like
a common package."
Store hours also radiate store philosophy. "We're open from
9:30 am until when you need us," said Ed. "If a customer
calls and can't come in until 6 pm, then I don't close until after
six."
Ed and Catherine plan to get very involved in the community and
Ed has made a fine start. He sits on the board of directors for
the Seaside Chamber of Commerce, is involved in the Miss Oregon
Scholarship Program, supports high school sports programs through
sponsorships, and has recently joined the Seaside Rotary Club.
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