Making Lives Sparkle at Nelson Jewelry
For generations of couples, Nelson Jewelry in Spencer has been part of some of life’s most meaningful moments. Owned and operated by fifth-generation jeweler Tom Nelson, the family business traces its roots back to 1885 in Forest City, Iowa. The Spencer location has been serving customers since 1928, and for Tom, the work goes far beyond selling jewelry.
“It’s about quality, value, and trust,” he says. “We’re fortunate to work with families generation after generation.”
That sense of continuity carries into every engagement ring conversation, where experience meets modern expectations.
From Inspiration to Reality
The engagement ring buying process looks very different today than it did years ago. Most couples arrive well-prepared, often bringing photos of styles they’ve saved online. Rather than guessing preferences, Tom and his team use those images as a starting point.
Those photos help narrow down options quickly, but the real discovery happens in-store. Brides are encouraged to try on a variety of styles, sometimes even ones they hadn’t initially considered. “What you think you like on a screen doesn’t always feel the same on your hand,” Manager Lauren Garrett explained.
One tool that sets Nelson Jewelry apart is their “Playground,” a hands-on experience that allows brides to try different ring styles, stone shapes, and sizes using interchangeable magnetic settings. It’s an easy way to explore how height, width, and stone placement feel before committing to a final design. Once the concept is refined, the design is sent to a trusted custom house to bring the ring to life.
Designed for Real Life
Every ring should fit not only personal style, but also everyday life. This is why Tom and his staff ask thoughtful questions about lifestyle and occupation. Someone who works in healthcare, wears gloves, or uses their hands frequently may be better suited to a bezel setting, where the gemstone is securely encased in metal. Bezel settings are known for both durability and a clean, modern look.
Details like how high the stone sits, how wide the band feels, and how stones are set all factor into creating a ring that’s as comfortable as it is beautiful.
Popular Styles and Materials
Trends may shift, but certain styles continue to shine. Bezel settings are currently among the most requested designs, along with hidden halos, where accent diamonds are placed beneath the center stone, creating sparkle from the side view. Solitaires remain a classic choice, especially for those planning a surprise proposal, thanks to their versatility and timeless appeal. Some couples are also drawn to filigree settings, which feature intricate, lace-like metalwork for a more detailed, vintage-inspired look.
In metals, yellow gold is leading the way, followed closely by platinum. White gold and rose gold continue to have their place, though they’re selected less frequently. Ring guards and jackets, bands worn on either side of the engagement ring, are also making a comeback.
Choosing the Right Stone
When it comes to diamond cuts, oval shapes currently top the list, with marquise diamonds close behind. Round cuts remain a perennial favorite, while emerald cuts appeal to those who prefer a more elongated, elegant look. Pear-shaped stones, once highly popular, have slowed in demand.
Many couples also ask about lab-grown versus natural diamonds. Lauren often explains the difference with a simple analogy: a lab diamond is like ice made in a freezer, while a natural diamond is like ice formed in a lake. Both are real diamonds, but natural stones are one-of-a-kind creations from the earth and tend to retain more long-term value.
Expertise You Can Feel
While online shopping offers convenience, Tom believes there’s no substitute for seeing and feeling a ring in person. “People want to know exactly what they’re getting,” he says. “They want to touch it, try it on, and talk through their options with someone who knows jewelry.”
Custom rings are no longer the costly expectation they once were. Today’s technology makes many custom designs cost similarly to a standard setting.
A Meaningful Moment, Made Memorable
For Tom and his team, the most rewarding part of the process is witnessing the joy that comes with choosing the right ring. From the excitement of a bride seeing her finished ring for the first time to welcoming couples back years later for anniversary gifts and family milestones, those relationships are what define Nelson Jewelry.
“At the end of the day, we help people celebrate one of the biggest moments of their lives,” Tom says. “That never gets old.”
With more than a century of experience, a dedication to craftsmanship, and a deep connection to the community, Nelson Jewelry continues to be a trusted guide for couples beginning their forever, one thoughtfully chosen ring at a time.
Call Nelson Jewelry at 712-262-1309 for more information. You can visit them at 409 Grand Ave in Spencer, Iowa.