Wick & Greene to Become Spicer Greene Jewelers

IndependentsMay 10, 2016

Wick & Greene to Become Spicer Greene Jewelers

The same family, however, will remain at the helm of the North Carolina jeweler that’s been in business since 1926.

The logo for Spicer Greene Jewelers incorporates the iconic clock that stands outside the jeweler’s store. The clock is a 1920s Seth Thomas street clock that the family restored and placed in front of the store when it moved to its current location on Patton Avenue in the late 1980s.

Asheville, N.C.--It’s time for a change for the 90-year-old North Carolina jeweler known for its iconic street clock.

In August, Asheville’s Wick & Greene Jewelers will begin doing business as Spicer Greene Jewelers. The rebranding will follow a massive renovation slated to begin in late June and funded in part by the store-closing sale currently taking place.

One of the store’s owners, Eva-Michelle Spicer, said Monday that as part of the reconstruction, they are making almost all of their building’s 8,000 square feet into selling space, with a focus on modernizing the process to appeal to millennials.

This will mean a CAD bar as well as having areas where customers can touch, feel and try on the jewelry without assistance, a move designed to make the store seem less intimidating and more inviting, she said.

“Think your grandparent’s jeweler meets Genius Bar,” Spicer said, referring to the feature within Apple stores.

“It’s just time,” she added. “You’ve got to change with the times.”

While Spicer Greene will be the name known by consumers beginning in August, all legal, LLC and contact information (except for employees’ email addresses and the company website, which will relaunch as at that time) will remain the same. The company’s legal entity still will be Wick and Greene Jewelers LLC and its tax ID will not change.

In addition, the store will have the same phone number and be located at the same address, 121 Patton Ave. in downtown Asheville.

Wick & Greene’s rebranding represents the fifth name change for the jeweler, which E.O. Wick opened as E.O. Wick Jewelers in 1926. 

Spicer said her grandfather, Paul Greene, started working for Wick in 1942. He then joined the Navy but returned to the store in 1948 after World War II ended, working under the G.I. Bill.

The store then underwent two more name changes before becoming Wick & Greene Jewelers in 1953.

Spicer’s father Michael joined the family business in 1975.

Now, it is Eva-Michelle and her husband, Elliott Spicer, at the helm. He is a third-generation jeweler from Canada; the pair met while earning their graduate gemologist diplomas at the Gemological Institute of America, she said.

Questions on the changes can be directed to Eva-Michelle Spicer at

Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

AuctionsApr 16, 2021
Try On This Diamond and Pearl Tiara Before It Heads to Auction

Sotheby’s created an Instagram filter for the crown, estimated to sell for up to $1.5 million.

SurveysApr 16, 2021
March Retail Sales Surge

Another round of stimulus checks helped to bolster last month’s retail sales.

CollectionsApr 16, 2021
Supplier Kim International Revives its Catalog

It showcases 2021 and 2022 styles, with most ready to ship from Dallas, Texas.

Brought to you by
4 Reasons You Need This Program for Mother’s Day

Learn how to increase customer loyalty and revenue by making JM™ Care Plan a cornerstone of your business plan.

TrendsApr 16, 2021
Piece of the Week: Anthony Lent’s ‘Lunar Galaxy’ Earrings

Colorful gems enliven a classic celestial motif.

Weekly QuizApr 16, 2021
This Week's Quiz
Test your knowledge of jewelry news from the week of April 12-16, 2021.
Take the Quiz
TechnologyApr 15, 2021
Blue Nile Hires Amazon, Timex Execs

The jewelry retailer named a new chief operating officer and senior vice president of supply chain.

CollectionsApr 15, 2021
Check Out Stone and Strand’s First Bridal Collection

All six styles are priced under $2,000.

Brought to you by
Evaluating Your Inventory For Success in 2021 

After months of pandemic-driven social distancing, restrictions and lock-downs, consumers will be excited to visit your store. Now is the time to ensure you have the right inventory on-hand to capitalize on that excitement!

GradingApr 15, 2021
GCAL Introduces Its New Cut Grade Standard, 8X

Diamonds must receive a grade of “excellent” across eight criteria to be deemed an 8X.