Local jeweller and city councillor Sheldon East has had a difficult year, spending time in the hospital with health issues. It was there at the hospital that his employees sent him the news that Sheldon East Jeweller had been voted a MidlandToday Reader Favourite award. “We were quite taken and honoured.”
Sheldon says that his staff carried him through this year, running the store while he dealt with medical issues. “I’m very grateful for them. I couldn’t run the store without my employees.”
Sheldon has been running his business, previously named Brunel Jewellers, since 2012. The store sells rings, bracelets, earrings, pendants, urns, and watches, but is particularly known for its custom, one-of-a-kind pieces, which are inspired by vintage jewellery— especially Art Deco and Art Nouveau.
Sheldon East Jewellers is also well-regarded for its repair services.
Because Sheldon is generally able to do the repairs in-house rather than sending them out, he’s almost always able to get jewelry back on customers’ fingers within a day or two.
“It gives customers a sense of trust, that they can get their precious goods back the same day or the next,” says Sheldon. And these customers, he says, are his “everything.” “That is the honest truth. They make my world great.”
Being a small business owner and city councillor, Sheldon strongly believes in the importance of physical, local stores.“The brick and mortar in our community is what sustains the economy,” he says. “It keeps local people employed. Big monster stores give nothing back to the community.”
Normally each year around the holidays, Sheldon picks a charity and works for them for a week, in his own effort to give back to the community. Unfortunately due to his health issues, he’s had to put that on pause. It was not an easy decision, as he speaks enthusiastically about supporting local organizations. But around the end of August, he is still planning to do his usual big fundraising event for Big Brothers Big Sisters of North Simcoe.
Sheldon says that while he is truly honoured to have been voted a Reader Favourite, he believes that any small business in the area is equally worthy of the award. “We have great shops in Midland, we have great customer service, and we have small business owners will go above and beyond to serve our community.”
As for the loyal customers who voted for his business, Sheldon has this to say: “On behalf of any small business and myself, thank you for taking the time to think of us, vote for us for such a prestigious award, and for shopping local. You keep our local economy thriving and roofs over heads. Thank you humbly."
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This article was sponsored by Sheldon East | Jeweller, a 2024 MidlandToday Reader Favourite.