Heartland Jewelry was founded at Aurora, Nebraska by Dan and Jeri Willis in 1995.

Throughout the years we have maintained that our customers are more valuable than our merchandise and we strive to serve them with integrity. The cornerstone of our business is customized jewelry design and the repair of fine jewelry and watches. We are happy to share our expertise with those who desire diamonds, gemstones, gold, silver and new alternative metals. Heartland Jewelry offers custom engraving, Pulsar and Seiko watches, various gift items and jewelry appraisal services.

In 2007, Heartland Jewelry expanded its services to the Boone County area by opening a satellite jewelry shop in Albion, Nebraska offering the same services.

Heartland Jewelry is actively involved in the Chamber of Commerce in both Aurora and Albion and is supportive of many charitable organizations in both communities.

Our security dog, Wilson, a trained Shih Tzu sniffer, continues to be on duty nearly every day.

Heartland Jewelry was established in Aurora, Nebraska in 1995 selling fine jewelry, diamonds, gemstones and watches , as well as repairing and customizing jewelry. In 2007, we opened a satellite store in Albion, Nebraska. We hope you'll stop in and visit our historic building in Aurora and our little boutique in Albion.