May 29, 2008 Issue
Business Spotlight
Hardin Jewelry—Susan Hardin Celebrates 30 Years of Business in Banner Elk
Story by Sam Calhoun
Surrounded by a shimmering glass case filled with one-of-a-kind jewelry, Susan Hardin, owner of Hardin Jewelry, polishes a silver ring while her grandchildren run around the store playing tag. Hardin is chatting with friends, ogling a new gemstone and laughing, taking breaks every so often to teach the kids a new wire-wrap jewelry method.
It’s a regular day at Hardin Jewelry, and quite similar to the days in its quaint beginnings 30 years ago in Banner Elk.
Three decades ago, Hardin’s four children—Pam, Paula, Patricia and Ted—used her store as a playground. Now their children unleash their imagination in a store filled with thousands of carats of happiness.
And Hardin couldn’t be happier. She has a store she loves, years of repeat customers, support from the local community, an outlet for her jewelry-making, an impressive list of featured jewelers and one of her daughters, Pam McKay, owns an art gallery next door.
Originally from High Point, Hardin attended Wingate University and the University of North Carolina at Greensboro where she studied interior design. Blessed with an eye for style and fashion from her mother Evelyn Teague, Hardin moved to Banner Elk after college in 1978 and opened a consignment shop that featured jewelry and clothing. Located in the present-day Dunn’s Deli, Hardin’s shop was one of four businesses in downtown Banner Elk and women owned all of them. Hardin’s sense of style and friendly personality enabled her business to grow and soon her shop’s tables were weighted down with more jewelry than she could handle.
“It got to a point where [the jewelry] needed to be in a case and not on a table,” said Hardin, who, in 1989, moved her business to 920 Shawneehaw Avenue in Banner Elk. Hardin also married her husband Ed in 1989. The 920 Shawneehaw Avenue location was Ed’s former law office. He retired around that time and took up a career in local politics.
When Hardin moved, her business switched from consignment to jewelry only and, in addition to offering products from nationally known artists, Hardin started making her own creations and selling them to customers. Hardin honed her skills by taking wire-wrap jewelry classes in the 1980s.
“And it just kind of evolved from there,” said Hardin. “My selection has grown over the years and we’ve gone from featuring estate jewelry to very contemporary.”
Hardin Jewelry is best known for stocking “unique handmade one-of-a-kind jewelry items,” said Hardin, created by dozens of American Craft Council artists, herself and her most famous designer, Gabriel Ofiesh.
Heralded as a celebrity in Banner Elk, Ofiesh hosts shows at Hardin Jewelry twice per year and also makes surprise visits to Hardin Jewelry when he has a new batch of work to show off. One of those surprise visits is this Saturday, May 31.
With Hardin and two part-time employees, Hardin Jewelry specializes in customer service, offering custom orders on any type of product. Special orders take two to four weeks, but hundreds of pieces greet customers every day at Hardin Jewelry.
“We’re different than most jewelry stores. We have more artistic [items] than stamped-out basic jewelry. This place is filled with one-of-a-kinds—stuff you’re not going to see on anyone else when you go to dinner,” said Hardin. “Our prices start at $5. We’re more high end, though, but there’s something for everyone here.”
Hardin’s clientele is just about everyone. She boasts dozens of repeat customers—some who have shopped with her for more than two decades—college students, vacationers, locals and plenty of second homeowners.
“I know most of them by name; we’re like a big family. I don’t think of any of them as customers; they’re more like friends,” said Hardin.
Surrounded by family and friends in her adopted mountain home, Hardin has no plans to pack up shop anytime soon. Her shop is closed in the winter and she gets in plenty of travel and relaxation before the busy summer months. But she always returns home—to a home on top of Sugar Mountain and a business filled with grandchildren playing tag.
“Life’s just better here,” said Hardin.
Hardin Jewelry is located at 920 Shawneehaw Avenue in Banner Elk. The store is open from 10:00 a.m. to 5:00 p.m. Monday through Friday from mid-April to November and is closed in the winter. For more information, call 828-898-GOLD (4653).
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