About George Hello, my name is George Edwards. I have been in the retail jewelry business in the Niagara Falls, NY area for over 35 years. In 1996, I opened my own store on Sawyer Dr. in the growing town of Wheatfield. This website serves to let you know a little bit about us, educate you about diamonds, and introduce to you an extensive collection of beautiful pieces from some of the best quality manufacturers of jewelry in the business. Rather than show you only what we have in stock, we will link you to their websites so that you can browse their entire inventory, to get ideas or choose a piece. Then, if you see something you like, let us know. If we need to get something for you to see, most items are just a phone call away. I am known for my partiality to “Ideal Cut” diamonds, but am happy to bring in any cut, shape or quality of diamond that will satisfy your desires, at an affordable price. We also carry a great selection of: George Edwards “Signature Collection” watches, children’s/baby jewelry, globes, giftware, clocks etc… and are well known for our expert jewelry, watch and clock repair. We also donate all of our watch battery proceeds to charity and are happy to support community fundraisers. I am now working on jewelry repairs at the bench and also have the capability of providing custom design work, wax carving and casting as well. We hope you will enjoy your experience on our website and of course we encourage you to contact us. We will always do our personal best to serve you.