History of Austen Jewellers: A Trip from Emerson Lane Mall to Elizabeth Street
Wow! We’re rolling past Austen Jewellers' 30-year anniversary quickly. This means we’re also coming up on my (Elyse), 13th-year mark as a full-time manager, IT person, inventory controller, PR, and master glass cleaner. My role here at Austen Jewellers is as diverse as the many colours of gems we carry and it is ever-growing with the industry.
Did you know that the jewellery industry in Canada is predicted to grow by nearly 2% this year and that there over 110 independently owned stores in our Candian Buying Group! We all couldn't do it without you all shopping local! Thank you!
But before we focus on moving forward, let's go back to the beginning — way, way back.
How Austen Jewellers Started
My amazing dad, Wayne started his jewellery career in a Calgary mall at an independent store in the early ’80s. Back then, suits vests, ties and dress shoes were the common attire. How cool!
My extraordinary mom, Joanne, worked as an x-ray technician at the Peter Lougheed hospital, she worked night shifts and learned all the latest jewellery technology on the fly.
Despite the long hours and opposite shifts, the young couple came across quite a gem while out for a walk in the small town of High River, waaaayyyy back in 1987.
This gem was none other than the family-owned jewellery store, Cornills. This jewellery store was once BERKS (not to be confused with Birks) & forevermore was a jewellery store owned by the Johnson family (HOW COOL WE FOUND A PHOTO), had been in High River for many years prior & had such a great following of loyal customers.
My parents saw such potential in the little town of High River where both their passions could grow!
After a lot of dreaming and discussion, Mom & Dad made an offer and purchased the store from the Cornils in Emerson Lane Mall, High River, AB.
Wayne and Joanne Come Into Their Own
The new business was just what Wayne and Joanne were looking for!
With a quick move to Okotoks, a summer baby (me), they held the grand opening of what is still known today as Austen Jewellers in High River. All of these exciting milestones happened during the fall of '89, I don't doubt it was a whirlwind of sorts and a dream come true for my parents.
While the jewellery store started to take off, my parents dove headfirst into building relationships with the community of High River. They were involved in the church, hospital foundations, Rotary, AIM and a youth justice group. My parents built a lot of lifelong friendships and solid business connections, as did I… from what my customers tell me... often...there are many who have known me since I was a baby!
I can just assume my crib was in the back of the store & my first steps were around the counter!
When 1993 rolled around, it was time to move out of my childhood home, a home my family had now outgrown. It was two months away from the birth of my brother when we settled into our new High River home. Shortly after Mason was born, our Nanton location was born, making us a little family of FOUR with TWO AJ’s locations!
Memories of Emerson Lane Mall
Looking back, I will never forget the days spent in the historic building in High River, Emerson Lane Mall. This was the first real home for Austen Jewellers, after all these years including a couple of floods, how lucky we are that this beautiful building is still standing!
Our “home” on 3rd Avenue in High River offered so much character and was set in the most unique building you’ve ever seen. Its exquisite green walls & marble floors were iconic to both Nanton and High River.
To this day, whenever I see that lovely green shade, nostalgia sets in as I fondly remember the time I spent in that location way back then.
If you were lucky enough to have known me during my childhood, (or at least have visited the High River location in its early years) you would have often found me hiding underneath the showcases in the middle circle, or tucked under the drawers behind the fireplace where dad worked on the watches. Or you may have even spotted me along the back China wall! (Did you know there was a storage area back there where we would play?!?)
Mom and Dad's office (with large sliding white doors to hide paperwork, ha!) — was the place where us kids learned to tinker with old scrap watch parts. Doreen, Karen, Bella, Val, Yvonne, and Mary-Anne all taught Mason and I how to wrap the most beautiful presents, and of course, we had to master the art of tying the beautiful bows. (Have you seen 2019's The Bow Maker? )
We would have competitions to see who could make the biggest bow with the oldest bow-making machine EVER! We inherited a lot of old items from Cornils.
Then there was the Emerson Mall atrium, with the daylight shining in, people milling about, the buzz of excitement, the elevators, and of course the spiral staircase… we spent a lot of time playing in that atrium - mom could hear us laughing from a mile away.
Bat Sheba, another store in the mall had a perfume that exuded a scent that was so fresh... We were never able to pinpoint the exact source within Bat Sheba, but we sure loved it.
The atrium was also where Kats Kids resided, and where the store Hidden Charms had a bountiful candy bowl that we had to check the quality of - often.
All those businesses are no longer in this location, time has taken its toll - but the smells, warmth, and laughs will never be forgotten. At least not by me & I’m sure many other High Riverites.
As I write this, I realized in my childhood it wasn’t the diamonds or the jewellery that I had fallen in love with - it was our store, the people & the relationships formed!
Our location. Our Joy. Our laughs. Our family. Our Friends & Our loyal customers!
We sell love for a living, yes. But in real life, we also follow that ideal.
We hug often, laugh loud, and speak the truth.
We understand all too well that it’s not just about selling or jewellery - there is more to it than that, one of the reasons why we offer a range of gift ideas as well.
Love comes in a variety of forms.
A Rebellious Teenager
During my teenage years, I resented having to actually work in the store, play was a thing of the past. Now I was spending my evenings cleaning the showcases and vacuuming the floors.
It was no fun at all!
The lustre of the jewellery industry was lost on me. (What's fun about organizing china or finding matches for cutlery?!?)
These feelings did not last for too long...
Eventually, when college rolled around, Dad asked me, "What's next for you Elyse? I do not expect you to come to work for us, but you're always welcome."
Surprisingly, I came, it was not something I had intended on doing but when the time came it just felt right. I was welcomed with open arms, to my second childhood home. I was there to stay - to embrace the industry and become the industry expert that my Dad was, I found a love for the business - vacuuming and all.
Falling For Diamonds
So I came on full time! We hired on my right-hand lady Twi Willaims at the same time & the two of us made an effort to learn absolutely everything from Val, Dad, Mom & Bella!
The ins and outs of the terms on repairs, about all of the different coloured stones, we learned how to change watch batteries, and of course, we perfected our wrapping skills.
The two of us fell IN LOVE with diamonds... wait… let me be more specific - I fell in love with diamond bracelets and watches and... who are we kidding? I fell in love with jewellery and everything to do with it.
Early on, I was fortunate enough to visit the Diavik Diamond Mine. This was when my love for rough diamonds and the entire industry FINALLY took off. I met some of my best friends on that trip and built my own connections. Did you know that just about half of jewellery makers are self-employed?
The jewellery industry has become so unique with the number of second-generation children taking on their family legacy. We're creating our own paths, and honouring the path that brought us to this point. We work together & are leading the way into the future of jewellery!
The jewellery industry was never forced upon me, and to this day, I can not pinpoint exactly what it was that wooed me onto the path I have now followed for over 12 years… But I am so lucky to have been blessed with the opportunity I have.
My boss ROCKS. Wayne Austen is knowledgeable & takes pride in passing this knowledge onto our entire dedicated and amazing staff. He is kind, efficient, and proactive.
No matter the questions, my dad has answers.
No matter the problem, my dad will find a solution.
Today, our shop is in a different location:
Our shop moved from the Emerson Mall location to Okotoks in 2013, we are located on Elizabeth Street in Okotoks (And online!).
To learn more about our business, our hours of operations are, some of the items we currently have in stock, — and to see a photo of me alongside my beloved father — you can go here.
We look forward to you stopping by for a visit, come on in and discover the wide range of exquisite diamonds that have made their temporary homes in our store, they are waiting for you to fall in love with them and take them to their forever home. Myself, my dad and our well-educated staff are here to help you with any questions or educational interests you may have about gold, diamonds, gems, timepieces, and anything else jewellery-related, we are always at your services and happy to help.
