Skip to main content Navigation

Articles and News

Crafting Beauty In The Community: Underwoods Launches Documentary Video on YouTube |  November 23, 2020 (0 comments)


Fayetteville, AR—Underwood’s Fine Jewelers is all about creating beauty, whether in the jewelry it sells or in its northwest Arkansas home. The jeweler recently launched a 28-minute documentary film on YouTube highlighting both jewelry and philanthropy. Image: Craig and Laura Underwood look over a map of plans for the park they're donating to the City of Fayetteville, AR.

In the film, titled Crafting Beauty In The Community, Craig and Laura Underwood talk about their passion for giving back, but it's not a vanity piece. Members of the community and customers happily gave enthusiastic support and testimonials to the jeweler. Customers and community leaders alike praised Underwood’s as a local institution, and many said they wouldn’t consider shopping anywhere else for jewelry. Steve Clark, CEO of the Fayetteville Chamber of Commerce, chimed in to talk about both the jeweler’s impact on the local community, and even how Underwood-designed pieces have garnered nationwide acclaim, having been seen at the Oscars and other major national red-carpet events. Indeed, Underwood's is only one of about 12 jewelers nationwide whose pieces have been included in celebrity gift bags at the Emmy Awards. 

William Underwood founded the AGS store in 1957 with just $1,000 that he borrowed. His son, Craig, grew up in the business (here he is at age four, below).

Bill Underwood taught Craig from an early age that if he’s going to be successful, he’s got to be passionate about what he does. Luckily, Craig is as enchanted by gems and jewelry as his father and, after graduating from Baylor University, came back to Fayetteville with his wife, Laura, to work in the family business. Their son Troy earned his graduate gemologist diploma from GIA last year, making the third generation of Underwoods to have a passion for gems and jewelry.

All grown up now, but still fascinated with gems.

Steve Clark, who settled in Fayetteville after law school, describes meeting Bill Underwood and his wife, Leanne, not just in the store but out in the community, where the Underwood’s name is found on so many organizations’ lists of supporters. Today, the tradition continues with Craig and Laura.

“We followed in their footsteps,” says Laura. 

“Just as we create beautiful gifts for clients to pass down through generations, so do we want our gifts to the community to have a long-term impact,” says Craig. He and Laura created “The Fab Five,” an annual tradition where each year five local nonprofit organizations are chosen to be honored and receive a significant donation at the Underwood’s annual Christmas party. 

Related: How Underwood’s Fine Jewelers Was Founded

But perhaps the biggest donation of all—quite literally—is the former Razorback golf course. Craig and Laura purchased the land and gifted 65 acres to the city of Fayetteville, with plans in place to develop it into a community park.

Aerial view of the former golf course turned park.

“It will be there for my great-great grandchildren. That’s the beauty of it,” says Clark.

Watch the entire video here. (Video was produced by Jancey Sheats of the Gravely Agency.)

Share This:

Leave a Comment:

Human Check