The door to the world has finally been cracked open. After nearly forty years of operating a prominent regional wholesale business, Silver and Turquoise Native American Jewelers, LLC is proud to offer their fine, authentic Native American jewelry to the on-line retail customer. Owners Sam Shoultz and Frank Petrouskie look forward to expanding their current wholesale base of business as well as establishing new and loyal retail customers. When purchasing from the company, one can be assured of receiving nothing less than inspiring Native American handcrafted jewelry at competitive prices. It’s simply guaranteed!
Actually, the retail exposure of the business was born a few years prior to the establishment of the wholesale operation. Sam and his former business partner, Ken Matzner, now deceased, began selling authentic Indian jewelry at their renowned Poudre Canyon resort property circa 1975. Experiencing overwhelming buyer interest and demand, the business rapidly grew and expanded to Ken and Sam eventually establishing a reputable wholesale segment (formerly known as KESA Wholesale) servicing many retail locations, mostly located throughout the western U.S. region. Traveling directly to Indian reservation areas throughout New Mexico and Arizona, it was at this time in the Spring of 1978 when Ken and Sam officially established KESA Wholesale. Forging strong business ties with the Native American artist communities, they soon developed a marketing prowess by directly hand selecting and purchasing an impressive array of handcrafted and handmade jewelry items. Handmade Navajo rugs, pottery and table fetishes were also included in the mix! Those prosperous relationships, started almost four decades ago, have continued to blossom and grow even stronger.
In 2001 Ken and Sam sold their Poudre Canyon resort to devote more attention to the wholesale business. In March of 2016 Ken passed away after nobly fighting a long battle with prostate cancer.
Last summer Frank, a highly successful residential real estate broker associate from Tulsa, Oklahoma, decided to relocate to Fort Collins, Colorado in order to join forces with Sam to support and build his already well established wholesale business. Prior to his fifteen years in real estate, Frank enjoyed a stellar thirteen-year career employed as surgical sales executive for a top-notch international ophthalmic firm. He candidly notes that “moving from a secure and successful medical sales position to essentially starting all over again in real estate, an area I virtually had no working knowledge of, was my strange way of satisfying a life-long dream of creating and building something noteworthy that I could truly call my own. Sort of like having the thrill of starting my own garage band where my home listings became the hit songs! Transitioning from real estate to being a part of this well established Native American jewelry business with Sam is my ultimate attempt to be and work in heaven!! I relish the opportunity of working in a creative and artistic environment. This business has proved to be replete with beautiful creations and fine, fine people.” Frank’s well seasoned marketing and sales skills will undoubtedly be a great addition to the company.
Although KESA Wholesale was a well-recognized business name among its retail accounts, a decision was made to change to the current name of Silver and Turquoise Native American Jewelers, LLC. This was primarily initiated with consideration of its expansion to the newly established on-line retail segment of its business. The company’s long-standing focus on delivering outstanding customer service and exceptional merchandise will always be its mantra.
The creation and completion of this e-commerce website was not absent of resolving some essential business and design issues. One that was tossed back and forth involved the question as to whether a specific category for men’s jewelry should be cited. The question revolved around Sam and Frank’s discussion of who’s to say or suggest what jewelry items men should and shouldn’t wear? Sam vividly recalls the day he was assisting a woman customer interested in looking to purchase a ring for herself. After several unsuccessful attempts of trying to find one that would fit, she pointed to another location where additional rings were displayed. Sam responded by kindly telling her those were men’s rings she was pointing to. The woman quickly eyed Sam, paused and then firmly said “Sir, when it’s on my finger it’s a ladies ring.” Busted!!! Frank states “we finally decided for the website to loosely include a “Men’s Shop” strictly as a matter of convenience. It’s not a decision we feel entirely comfortable with, though. The last thing we want to do is dictate what someone should or shouldn’t wear, man or woman. We say if it suits you, wear it! Much of Indian jewelry is unisex.”
Another deep topic of discussion was how much product should be displayed on the website before its public launch. The company has such a large inventory it literally would have taken years to construct in order to give a full representation of all of its saleable items. Nearly six months into working on this website project, it became clear it was better to move ahead with the launch despite having only a fraction of the company’s full inventory represented. It’s for this reason customers are surely encouraged to routinely check the website’s “New” shop box featured on its homepage as it will be regularly updated with new items. Customers should also feel free to contact the company if they’re not able to find what they’re looking for. There’s a good chance specific requests can be fulfilled considering the company’s extensive inventory and access to a large volume of silversmith artists who are capable of producing just about any fine custom made jewelry piece imaginable.
Frank and Sam’s enthusiasm for expanding the growth of their business is clearly evident as Frank emphatically claims “the cows have returned home and the hay is in the barn. In a lot of ways our real story has just begun. The time has now come for us to sell our finely handcrafted Indian jewelry to all ends of the world. Honestly speaking, who residing on this planet wouldn’t look just a little bit more attractive wearing some of our quality selected silver and turquoise jewelry made right here in the Good Ol’ USA?
SILVER & TURQUOISE NATIVE AMERICAN JEWELERS, LLC
September 12, 2017