NORMAN — Diamonds, pearls and gems of all colors sparkle under new glass cases at Mitchell’s Jewelry, 2201 W. Main St.
The new location has allowed the longtime jewelers to expand current lines of jewelry and add new ones, said Gina Mitchell, who owns the store with her husband Newt Mitchell.
In the past few weeks, the Norman business has been busy with a grand opening at the new location, a ribbon cutting and hosting Business After Hours with the Norman Chamber of Commerce.
Gina Mitchell said the new location has regular customers coming in more often, as well as a lot of new people.
“It’s on everyone’s way to anywhere,” she said.
The building, which used to be a bank, was renovated and enlarged, transforming it into the Mitchell’s “building dream for many years,” she said. Not only is there more space on the inside to accommodate a wide variety of jewelry featuring a bridal section, children’s section, fashion jewelry and higher-end jewelry for special occasions, but it also provides more parking space that is convenient for customers, Mitchell said.
The building has two diamond rooms, one for special visits from a favorite diamond company from Antwerp, Belgium, dubbed “The Diamond Capital of the World.” The other is a bridal diamond room for couples wanting to tie the knot.
“The lighting is just right,” Gina Mitchell said, explaining how the diamonds reflect more brilliantly in the specially-lit room.
There also is a Sooner Room — an area customers can sit down and catch a Sooner game or watch TV while a significant other is shopping.
“We want it to be a place where people can come in and sit down,” Gina Mitchell said. “And I think we have the best view in Norman.”
Gina Mitchell was referring to the large glass window extending across a sizable portion of the sales floor looking out onto Main Street. While employees and customers can enjoy looking out onto the bustling city of Norman, others also can enjoy looking in while passing by.
At night, the sight might be considered particularly spectacular as colored lights provide a light show for passersbys. The colors bounce off chandeliers inside the building and reflect off the many shiny surfaces that come with the domain of a jewelry business.
Even with the “light show” and having a larger building with more lights than the old location, Gina Mitchell said the store’s energy bill is actually lower. She said they are “greening up” and decreasing their footprint by using high efficiency LED lighting.
The Mitchells care about reducing the environmental footprint, and they support charities in an effort to do their part to support the community, she said.
With many positives, it’s easy to see why the business has grown since its inception in downtown Norman in 1981. The Mitchells care about the quality of their products — they hand pick each diamond they sell — and they care about the community where they have done business for decades.