Green Lake Jewelry Works to Move to New Seattle Studio
Founder Jim Tuttle shared how a dedication to craftsmanship and meaningful custom jewelry fueled the retailer’s double-digit growth.

Set to open Nov. 20, the jeweler will relocate from its current Seattle location to a bigger space at Northgate Station.
The new 12,850-square-foot space is nearly double the size of its previous 7,500-square-foot location, and is located about a block away in a lifestyle center at the site of a former Simon mall.
In an interview with National Jeweler, founder Jim Tuttle shared why the jeweler decided to relocate and what makes the new space special.
“We were running out of space,” said Tuttle. “We’ve been in an unusually high growth mode for about five years now.”
The business, which first opened on Seattle’s Green Lake Drive in 1996, has seen growth nearly every year, except 2019, said Tuttle, and has posted double-digit growth since 2020, fueled in large part by custom design, the retailer’s specialty.
While custom jewelry has been growing in popularity for about two decades, he said, Green Lake Jewelry Works has been focused on custom from day one.
Word-of-mouth marketing has been crucial for its business, as was being an early adopter of online sales and not being afraid to share its jewelry creations.
“Everyone is always like, ‘Don’t [post] your stuff. People copy.’ We’re not going to make that again anyway,” said Tuttle.
The retailer crafts custom jewelry on site with its team of bench jewelers.
It employs about 90 people between its Seattle store and its other location in Bellevue, Washington.
The new Seattle store will employ about 65 people, with room to grow to 80 team members.
The space will feature 14 custom jewelry design stations, four private design rooms, and a gemstone bar that boasts one of the largest selections of Montana sapphires in the country.
Customers can browse through more than 30 display cases of gemstones and unique jewelry.
SEE: Take a Sneak Peek Inside the New Seattle Location
“I’m a bench jeweler from way back,” he said. “For me, that’s the heart of what we do.”
Visitors may be more impressed with the hand-painted floors.
For the last 25 years, Green Lake Jewelry Works stores have featured artwork painted by its employees from designers to jewelers to CAD modelers.
“We have a lot of very artistic people, and they’re on their hands and knees painting koi and dragons and bonsai trees and bumblebees,” said Tuttle, all motifs that can be incorporated into jewelry.
“They’re a conversation starter on why your piece should have meaning and how to add meaning to a piece of jewelry.”
From favorite flowers to Celtic knots, its jewelers can imbue meaning into a piece using a symbol that’s special to the wearer.
From the expansive workshop to the decorative floors, Tuttle wants to make a good impression on his customers.
“I want them to walk in and say ‘Okay, these people understand style and craftsmanship. I can trust them with my jewelry,’” he said.
Trust is a big deal, said Tuttle, especially when it comes to custom engagement rings.
“[They’re] trusting that we’re going to make it beautiful. They’re not picking something out of the case. They’re picking us to make them something,” he said.
In the artsy city of Seattle, jewelry shoppers have a bevy of options, from big-name retailers to independent creatives.
What sets Green Lake Jewelry Works apart, according to Tuttle, is its dedication to craftsmanship and creating unique, meaningful pieces.
“That turns a customer into an evangelist, versus a customer who got a great deal and loves their ring, but they could’ve gotten it anywhere,” he said.
“[Customers] go out of their way to tell people ‘Wow, this is special.’ Great reviews are the new word-of-mouth.”
As one may expect in Seattle, the new store will also have a full espresso bar.
The grand opening event will be held Nov. 20 at 401 NE Northgate Way, #915A, from 6 to 9 p.m.
The Latest

Some retailers are taking a nuanced approach to marketing what can be a difficult holiday for many.

De Beers’ diamond production was up 17 percent in Q1, boosted by increased output at its mines in South Africa and Canada.

A signet ring belonging to the Western film star of Hollywood’s Golden Age will be up for auction at Elmwood’s next month.

Gain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.

Importers can submit claims now to receive money back for the IEEPA tariffs they’ve paid, with refunds expected to take up to 90 days.


The colored gemstone industry leader is heading into retirement after four years as the association’s CEO.

Susie Dewey joins the Natural Diamond Council as its new chief marketing officer.

Gain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.

The largest known fancy vivid blue-green diamond could fetch more than $12 million at its second auction appearance.

Emmanuel Raheb says jewelers need to start marketing early and make it easy for customers to pick a gift for mom.

In honor of the milestone, the Nebraska jeweler has debuted Leslie & Co., its new in-house jewelry brand.

The trade organization, which held its annual elections earlier this year, also added five new board members.

NRF’s annual survey found that 45 percent of consumers plan to purchase jewelry for a loved one this Mother’s Day.

The “Vault” charm, our Piece of the Week, expands on the memories that can be stored in a locket by connecting to your phone.

The open-to-the-public luxury jewelry and timepiece show, in its second year, is slated for July 23-26.

The jeweler’s Mother’s Day campaign highlights the women who work there—mothers, grandmothers, women who want to be mothers, and dog moms.

Sponsored by Jewelers Mutual

The proposed agreement follows the moissanite maker’s Chapter 11 bankruptcy protection filing last month.

The Patek Philippe for Tiffany & Co. timepiece Astor brought aboard the ill-fated ship sold for double its estimate at a Freeman’s auction.

The “Dalí’s Garden” collection was inspired by a surreal dream Neeley had after cooking a recipe from Salvador Dalí’s 1973 cookbook.

Natalie Feanny has been appointed to the role.

The pair falsely claimed their jewelry was made by Navajo artists, but it was imported from Vietnam.

Julien’s Auctions is selling the musician’s fine and fashion jewelry alongside her clothing, gold records, and other memorabilia.

Rachel King’s book dives into the history of the pendant believed to have belonged to Henry VIII and his first wife, Katherine of Aragon.

The company will have deals on precious metals testers as well as the latest in lab-grown diamond detection technology and security.

Gabrielle “Coco” Chanel is a character in the “Coco Game” collection of watches and the queen in its first haute horlogerie chessboard.

The annual list honors rising professionals on the retail and supply sides of the jewelry industry.
























