Pagel & Sons Jewelers

Pagel & Sons Jewelers

Written by Christi Snow Monday, 07 May 2007

Attention to individual clients sustains business

From ornate globes to simple charms to diamond rings, an array of jeweled items line the shelves of Pagel & Sons Jewelers.

Opened in 1990, the store offers a full line of customer service from jewelry repair to design to ready-to-sell pieces. The family’s trade experience stretches back to just after the end of World War II.

“We’ve been around for a long time,” owner Ronnie Pagel said. “We’re not here and gone tomorrow.”

The Pagels’ history in the jewelry business began after Ronnie’s uncle contracted polio, paralyzing most of his body. The state sent him to watch repair school to learn a trade he could do with his hands, which he then taught his younger brother, Floyd Pagel.

When Floyd was a Senior in high school, he was asked to manage a jewelry store in Killeen, but he would have to drop out of school before graduation. Floyd, Ronnie’s father, took the offer, and in 1946, bought the store.

Ronnie was born two years later. As he grew up, he learned some trade skills, but decided not to join the jewelry business after watching his father work 70 to 80 hours a week. Instead, he joined the Navy until his discharge in September 1972. By then the family’s business had become more attractive.

“I had matured some and realized you’re not going to get something for nothing,” Ronnie said.

The revamped father-son team became Pagel and Sons Jewelers in 1973. Now, more than 30 years later, Ronnie still enjoys the business, although he admits it is not uncommon to work 70 hours in a week, just like his father did.

The business operates with a small staff of three employees, along with Ronnie and his wife Joyce. It is their ability to work individually with clients that keeps his business thriving, he believes.

Often, they sell products that may not bring in as much money, but it is a “convenience to the customers,” Ronnie said. It is not always about selling the most valuable item. It is about customer service.

He views customer service as the basis for good business because many of their new clients come from referrals.

“We pride ourselves on the belief that we treat customers the same whether they’re buying something that is a $25, a $2,500 or a $25,000 item,” he said. “You can have the peace of mind that we’re going to be there.”

Custom design pieces often take four to six weeks for completion. Projects can range from business owners who want to incorporate their logo into a design to championship rings.

The Process

1. Drawing is sketched after customer gives general idea.
2. Customer decides on materials used. Sometimes clients bring their own stones or other elements.
3. Wax model is built.
4. Customer proofs design.
5. Piece is built with gold or platinum.
6. Jewels are added.
7. Piece is finished for customer inspection.

Pagel & Sons Jewelers, 110 N. IH 35, Round Rock, TX 78681, 512-388-4653