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Business & Tech

Jeweler Puts Twist on Customer Service

Army vet creates custom pieces and offers jewelry-making classes for Twisted Jeweler customers.

Michael Rayburn brings a personal touch to the Twisted Jeweler store he and his wife Traci own in downtown Fayetteville. Instead of quick transactions with customers, and then rushing them out the door to get to the next person, the Twisted Jeweler focuses more on service.

One might expect that from Michael Rayburn, who served his country in the Army for seven years. He was hurt in a training environment while preparing for deployment and was medically discharged from the Army in 2001. Traci Rayburn is an active duty signal officer in the Army.

The Twisted Jeweler has been open on the 300 block of Hay Street for over a year. It's been the perfect career for Rayburn, and more appealing for him than selling wholesale gemstones, which he did right after the military.

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"I've always thought that jewelry was interesting, especially the rocks behind it," he said.

As a child, Rayburn knew a woman he referred to as his second mother. Her father was known as a "rock hound."

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"He would always bring back something for me," Rayburn said. "That blended over into jewelry when I got a little older. What made me go over the edge was when I was trying to figure out what I wanted to do with my life after I was out of the Army."

He remembers to give back to the military through his business, offering military members 10 percent off. And there's more.

Mlitary groups come into the store to work on deployment bracelets. A bracelet's pink bead or pink crystal represents the strength of the woman. A baby blue bead represents the infantry. A yellow bead represents the yellow support our troops ribbon.

"There's a meaning behind those bracelets, and when the people who wear them see someone else who has one, there's an unspoken bond that happens," Rayburn said.

The owners are also big on raising money for cancer research and support. The business sells bracelets and gives some of the proceeds to the American Cancer Society.

The Twisted Jeweler is a full-service jewelry store. The only thing they don't do is replace batteries in watches. They buy scrap gold and loose diamonds, design custom engagement rings and hunt down objects for people, like a reasonably priced Rolex.

The store also offers four to five public jewelry classes each week. Fees cover the products for class. The cost of private sessions with Rayburn is higher.

It's during the classes and private sessions where the personal touch can be felt most.

One customer had quit her job to take care of her mother. Rayburn helped her make a piece of jewelry when her mom passed away.

"It was enough to take her mind off things for awhile," Rayburn said. "She was able to grieve by communicating through me to the point that when she left, she felt better. Things like that make it worth it."

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