National Recognition. Neighborhood Roots.
Founded in 1957 by William G. Underwood, Underwoods Fine Jewelers has been a fixture of downtown Fayetteville for almost seven decades. What began as a single store on Dickson Street has grown into one of the most recognized independent jewelry stores in the country, earning national industry honors, holding some of the highest gemological credentials available, and remaining family-owned through three generations of the Underwood family.
Among the most recognized independent jewelers in America.
First Accredited Gem Lab in Arkansas
Certified by the American Gem Society in 1961. Fewer than 300 Accredited Gem Labs exist in all of North America today.
National Jeweler Hall of Fame
Named Best Single-Store Jeweler in America and inducted into the National Jeweler Hall of Fame in New York in 1991.
Coolest Jewelry Store in America
Named "Coolest Store in the U.S." by INSTORE magazine, the leading publication for the jewelry industry.
On the Red Carpet
Selected as one of 12 jewelers nationwide to provide pieces for the Academy Awards Red Carpet Collection. Jewelry also featured at the Emmy Awards.
Meet the Underwoods
Craig G. Underwood
Craig has spent decades helping advance the standards, education, and integrity of the jewelry industry at both the national and international level.
Craig served as National Chairman of the American Gem Society’s Diamond Standards Committee, which is responsible for establishing and maintaining diamond grading and evaluation standards for AGS members throughout the United States and Canada. Upon his appointment, then-AGS President Tom Gorman said, “Craig adheres to the highest ethical and educational standards and will be a true asset to the American Gem Society as Chairman of the Diamond Standards Committee.”
His leadership within the American Gem Society also includes serving as Chairman of the AGS Laboratory Gemological Committee, Chairman of the International Task Force on Fancy-Shaped Diamond Cut Grading, and ultimately as President of the American Gem Society.
Beyond his work with AGS, Craig served for 13 years on the Board of Directors of Jewelers Mutual, completing his service in 2025. He has also been selected to serve as a judge for the American Gem Trade Association Spectrum Awards, widely regarded as one of the nation’s most prestigious jewelry design competitions.
Craig’s decades of leadership, from helping shape diamond grading standards to evaluating some of the country’s finest jewelry design, reflect the expertise and integrity that continue to define Underwoods.
Troy Underwood
Troy serves as Vice President of Underwoods Fine Jewelers, proudly representing the third generation of his family in the business.
After graduating from the University of Alabama with a double major in Finance and Marketing, Troy began his career in heavy equipment sales in St. Louis, gaining valuable experience in sales and relationship building. He later attended the Gemological Institute of America in Carlsbad, California, where he earned his Graduate Gemologist diploma and completed additional studies in jewelry design and bench jewelry.
Troy continued his career at Lee Michaels Fine Jewelry’s flagship Baton Rouge location, advancing into management before returning home to Fayetteville in 2021 to join Underwoods. In 2022, he earned the esteemed Certified Gemologist Appraiser title from the American Gem Society.
Since returning to Underwoods, Troy has expanded the company’s relationships throughout the jewelry industry, including making multiple buying trips to India to source diamonds and develop relationships directly within the global diamond trade.
In 2024, Jewelers of America recognized Troy as one of its 20 Under 40 in Jewelry Retail, honoring emerging leaders throughout the fine jewelry industry. He has also served as Events Chair for the American Gem Society’s Young Titleholders Committee.
Troy’s commitment to service extends beyond the jewelry industry. In 2025, he joined the Washington Regional Medical Foundation Board, continuing the Underwood family’s longstanding tradition of involvement in the Northwest Arkansas community.
Laura Underwood
Laura and her husband, Craig, met at Baylor University and married in 1985. Together, they have three sons, Kyle (Sydney), Troy (Tyler), and Brent, and four grandsons, Mac, Clark, Tripp, and August.
After beginning her career in human resources, Laura followed her passion for education and taught at Fayetteville High School from 1987 to 1995. Her commitment to the community continued through extensive nonprofit involvement, including helping establish the Juvenile Diabetes Research Foundation in Northwest Arkansas and serving ten years on the Fayetteville Board of Education. In 2018, she was named Arkansas Parks and Recreation Volunteer of the Year for her work with the Yvonne Richardson Community Center.
Laura officially joined Underwoods in 1999 and today serves as Office Manager. Outside of work, she enjoys time with family and friends and cycling adventures with Craig.
And if you’re planning something special, Laura is always happy to help with your Underwoods Wish List!
Bill Underwood
William G. Underwood, CGA, the founder of Underwoods in Fayetteville, was inducted into the National Jeweler Hall of Fame in New York City. Mr. Underwood was only the seventh jeweler in the nation to be inducted into the National Jeweler Hall of Fame in New York. This prestigious award is bestowed upon jewelers who have exhibited superior professional, gemological and management skills.
Mike Roman, chairman of Jewelers of America said: “Underwood represents the epitome of entrepreneurship in the jewelry profession. He founded his store in Fayetteville, Arkansas in July 1957 with only $1,000.00 of borrowed money, and he has built it into one of the truly fine jewelry stores in the nation.”
A landmark on Dickson Street
The Underwoods building at 611 W. Dickson Street was designed by E. Fay Jones, AIA Gold Medal architect, and Frank Lloyd Wright apprentice.
Completed in 1966, the mid-century modern building features oversize windows, warm wood detailing, and a classic roof overhang that has anchored downtown Fayetteville for nearly 60 years.
