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Local Jeweler Named 20 Under 40 in Jewelry Retail

Jewelers of America names Fayetteville-based jeweler Troy Underwood of Underwoods Fine Jewelers to the 20 Under 40 List

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NWA Daily
May 23, 2024

New York, NY – Jewelers of America (JA), the national trade association for businesses serving the fine jewelry marketplace, has named Troy Underwood as one of the recipients of the 20 Under 40 in Jewelry Retail list. Jewelers of America’s 20 Under 40, which was launched in 2022, is a recognition program that celebrates young professionals who exemplify leadership skills and a commitment to elevating jewelry retail for tomorrow’s jewelry consumers.

A panel of industry judges reviewed nominees from JA Retail Members across the country and had the difficult task of narrowing the applications down to the 20 individuals who best embody an ability to lead, innovate, and improve a jewelry store's success while adhering to professional ethics. Troy was selected as one of the recipients of this prestigious award.

“Jewelers of America’s 20 Under 40 in Jewelry Retail list was designed to recognize young and talented individuals in all facets of the retail jewelry industry. Troy possesses all the qualities and leadership skills that will help to pave the way for a brighter future and the next generation of jewelry industry professionals,” says Jewelers of America President & CEO David Bonaparte.

Troy is the Vice President and 3rd generation of Underwoods Fine Jewelers located in Fayetteville, AR. After he graduated from the University of Alabama with a double major in Finance and Marketing, Troy worked 3 years in heavy equipment sales in Saint Louis, giving him diverse retail experience.

Troy then attended Gemological Institute of America Carlsbad, earning his Graduate Gemologist, counter sketching, and bench titles. Afterward, he joined Lee Michael’s flagship store in Baton Rouge where, in only two years, he worked his way up to a management position.

Moving to Fayetteville in 2021, Troy embraced his leadership role at Underwoods, having a significant impact on the 66-year-old firm’s success. He continued his education and in 2022 received the Certified Gemologist Appraiser title from the American Gem Society.

He has taken charge of overhauling the website, revamping digital and social media, implementing a new POS, as well as heading up the diamond buying department. He has made multiple solo buying trips to India and developed new strategic sources and contacts throughout the industry.

Underwoods Fine Jewelers is a member of Jewelers of America, the national association for fine jewelry businesses with the most reputable jewelers in the United States, who are backed by a commitment to Jewelers of America’s Code of Professional Practices.

For more information about Jewelers of America’s 20 Under 40 List, visit https://www.jewelers.org/ja/events-news/20-under-40.

Jewelers of America (JA) is the national trade association for businesses serving the fine jewelry marketplace. Jewelers of America's primary purpose is to improve consumer confidence in the jewelry industry through its leadership in public, government and industry affairs; by advocating professionalism, including high ethical, social and environmental standards; and by facilitating members' access to education. Visit www.jewelers.org for more information.