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In 1948, my grandparents, Joe and Helene Sherwood, had a dream... to make a living for their young family by opening their own business. My grandfather had been in the jewelry business for 17 years and felt he was ready to venture out on his own. Taking the first step toward this goal, they mortgaged their modest home and started a family jewelry business in a little store on Eastern Avenue in Bell Gardens, California. Grandma ran the office, managed the home, and watched after their two sons: my father and my uncle. Treating his customers like friends and family, Grandpa sold jewelry, giftware, and yes, even socket wrench sets. He also carried his own in-house credit, to allow his customers to be able to buy the jewelry they wanted with convenient terms. Because of his kindness and friendship, business began to grow by word of mouth. My father and uncle joined the business right after college and expanded the business from that first Daniel`s store. Today, thanks to our loyal customers, we`re celebrating over 60 years in business and 68 Southern California locations! My grandfather (now 96) along with my father and uncle continue to manage the business. And, because we still run the business as a family, each of our stores has a warm and friendly staff of caring individuals who are dedicated to treating our customers like friends and family, every day. Now entering our third generation, I am honored to carry on that tradition today.
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