TRU Craft Jewelry

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TRU Craft Jewelry TRU Craft Jewelry
Formerly Robert Schell Jewelers. Same trusted location. Now handmade fine jewelry and in-house repairs.

08/18/2026

✨ Isn’t she LOVELY? ✨

This sapphire and diamond ring was brought to us missing an elongated tapered baguette. Upon further inspection, Ethan realized while only one diamond was missing, nearly every stone was loose. Ethan not only set the replacement baguette, but meticulously tightened each stone.

We don’t anticipate seeing this beauty again unless it’s for cleaning or sizing, and that’s just the way we like it at TRU Craft Jewelry.

Have a piece of jewelry that needs a little TLC? Bring it in and let us show it the love it deserves!

Did you know…? 👀We buy gold!If you have old, broken, or unworn jewelry sitting in a drawer, bring it by and let us take ...
08/12/2026

Did you know…? 👀

We buy gold!

If you have old, broken, or unworn jewelry sitting in a drawer, bring it by and let us take a look. Our Jeweler will evaluate your pieces and let you know what they’re worth.

(Oh! And don’t forget to bring your silver too!)

Today and tomorrow - swing by, check out the new space (if you haven't already) and have your favorite pieces profession...
06/12/2026

Today and tomorrow - swing by, check out the new space (if you haven't already) and have your favorite pieces professionally cleaned and inspected - completely complimentary!

Colombian emeralds and natural diamond accents set in 18k gold make these earrings designed by truly one of a kind! ...
05/23/2026

Colombian emeralds and natural diamond accents set in 18k gold make these earrings designed by truly one of a kind!

Exciting news!Robert Schell Jewelers is now under new ownership as TRU Craft Jewelry. We’re honored to continue the trad...
05/21/2026

Exciting news!

Robert Schell Jewelers is now under new ownership as TRU Craft Jewelry. We’re honored to continue the traditions set forth before us by Mr. Schell and his family. Same trusted location now with handmade artisan fine jewelry and in-house repairs.

Swing by to check it out. We can't wait to meet you!

- Ethan & Bekky Donohoe, Owners

Tanzanite and Montana sapphires set in silver with 14k yellow gold accents. The more you look the more you see. ...
05/20/2026

Tanzanite and Montana sapphires set in silver with 14k yellow gold accents. The more you look the more you see.

Who could say anything but yes with a custom hand carved and engraved engagement ring like this? Featuring pigeon blood ...
05/19/2026

Who could say anything but yes with a custom hand carved and engraved engagement ring like this?

Featuring pigeon blood ruby accents and a gorgeous diamond set in 18k gold. Shipped to a lovely couple in China.

Simple diamond setting project.
05/19/2026

Simple diamond setting project.

05/18/2026

Natural Sapphire, cut with love. 💙

Address

1556 Gulf Shores Parkway, Suite 1
Gulf Shores, AL
36542

Opening Hours

Tuesday 10am - 5pm
Wednesday 10am - 5pm
Thursday 10am - 5pm
Friday 10am - 5pm

Telephone

+12512695504

Website

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