Supplier Spotlight: Kelly Waters

Kelly Waters has been a family-owned business since 1963. Founded by John Waters and his wife, Frances Kelly, the company is now owned by their sons, Ed and Jack. From the day it was founded, the company has been built on a single guiding principle: Earn the trust of your customers by always telling the truth.

“Our father knew that trust had to be earned and then maintained,” says Ed Waters, owner and partner of Kelly Waters. “It’s hard work but it’s the only way we know how to run our business.”

What motivated Kelly Waters to join the American Gem Society (AGS)?

“First, we’ve always respected the high standards the organization has set for membership by both retailers and suppliers. We felt these standards matched the way our company does business.” Ed adds, “Second, we endorse the ethical demands AGS asks of all its members to meet. Third, it presents a great opportunity for us to reach many of the country’s finest retailer jewelers. And finally, we value the industry education we get from both ongoing communication and attending Conclave.”

Kelly Waters features an extensive collection of classic and fashion jewelry for women and men under several different brand names. Ed Waters provides a brief description of each:

Bella Cavo
The largest selection of flexible, fashionable, and stackable sterling silver bracelets and rings in the industry. Beautifully made in Italy and guaranteed for a lifetime.

Black Label
A big look at surprisingly affordable prices. Each piece is platinum bonded sterling silver and vermeil with simulated gemstones. Fashionable, affordable, and have a lifetime guarantee.

Birthstones
Although technically not a brand, Kelly Waters’ birthstones presentation is the talk of the industry. It includes earrings, necklaces, rings, and bracelets featuring simulated gemstones set in sterling silver.

Legère
As one of the most respected names in men’s jewelry, the product presentation for Legère has a new look. Kelly Waters kept the best timeless classics and added great new items for today’s younger and more fashion-focused men. Great potential in a fast-growing category.

Ed tells us about a few of their new collections:

Expressions of Faith
This is a spiritually inspired and stylishly designed collection of religious jewelry for women. It is especially appropriate in times like this when believing is more important than ever. Sterling silver and guaranteed for a lifetime.

Mix, Match & Celebrate
A line of jewelry that lets a woman create a necklace with her own personal message. You supply the chains, initials, birthstones, and story charms. She supplies the inspiration.

Add-a-Birthstone Jewelry
Now her birthstone jewelry can grow as her family does. We offer both necklaces and a unique bracelet that allow for the easy addition of one or more birthstones to commemorate additions to her family.