established in 1995

Heartland Jewelry was founded in 1995, by Dan & Jeri Willis- owners. 

Our staff now includes Chris & Michelle Small. The four of us have formed a good team, and we all believe in excellent customer service. Throughout the years we have maintained that our customers are more valuable than our merchandise, and we strive to serve each of you with integrity. 

The cornerstone of our business is Customer Service.

We offer customized jewelry design. Whether you download our Custom Studios App, or come into our Store at 1212 L Street in Aurora, NE., the only limits are your imagination…and maybe your budget. You will find, however, that we have some of the best prices in the area.

In addition to Custom Design, we have two in-house Jewelers to do repairs. Some of our repair services include: soldering, repair of chains and necklaces, resizing of rings, redesigning, diamond and gemstone replacement, pearl stringing/restringing, and much more.

Here at Heartland Jewelry we also do custom engraving and trophy and plaque creation. We sell Pulsar and Seiko watches, as well as various gift items.

We offer Jewelry Appraisal Services, ear piercing, and jewelry cleaning. We are happy to share our expertise with those who desire diamonds, gemstones, gold, silver and new alternative metals. 

Heartland Jewelry is actively involved in the Chamber of Commerce in Aurora and is supportive of many charitable organizations in the community 

We look forward to showing you the small town difference the next time that you're looking for jewelry, watches, or gifts. Heartland Jewelry - we'd love to be your jeweler


Dan and Jeri Willis, Owners