by Vickie Holt

During art class at Radford High School, young Philip Sturgill found that he loved making jewelry.  He loved it so much that he would often turn up at Luffman’s Jewelers to ask questions and get help with mistakes.
Curtis “CC” Luffman had started the jewelry store in 1961.  Known as “the jewelry store on the corner”, Luffman’s quickly became a reputable name in the watchmaking and jewelry repair business, offering great service and quality pieces of fine and estate jewelry.
Where most other seniors of Philip’s graduating class were pouring over college applications, visiting the career guidance counselors, and otherwise trying to figure out what they wanted to do with their lives, Sturgill had only one aspiration – to become a jeweler.  He had originally planned to go to college for jewelry making, but his frequent trips to Luffman’s resulted in a unique opportunity.  Store manager, Fances Lyles, saw his potential and hired him.

“She was wonderful,” says Philip, reflecting on how much help Frances had been at the beginning of his career.
Philip learned a lot from everyone involved in Luffman’s jewelry business.  Education came with every minute of the workday as he interacted with dealers, managers, and even customers.  It was one big classroom, and he learned a lot from them all.  The man who honed Philip’s skill, however, was Curtis Luffman, himself.  Over the years, Luffman taught Philip the skills he needed to become one of the New River Valley’s best and most sought-after jewelers.
In 1989, it was time to graduate from the School of Luffman.  Philip bought the jewelry store from his mentor and has never looked back.  Well…unless he’s reminiscing about the old days, that is.
Before the store was called P.R. Sturgill Fine Jewelry, and before the online shopping era, the old Luffman’s had a bridal section where they sold fine China, crystal, flatware, and other traditional wedding gift items.
Not only did Luffman’s offer these special items, but they also wrapped and delivered them!  “No gift left the store without being wrapped perfectly,” says Philip, remembering the store’s proud, professional wrapper, Ruth Price.  “She had a very specific way of wrapping.  Five pieces of tape only.  The seam was down the middle and the ribbon covered the seam.  Flawless.”
As time marched on, however, and society changed, the bridal service was no longer profitable.  Philip removed the bridal section from his jewelry store saying, “brides used to register for those kinds of things, but it has since gone out of style.”
Another change he made after buying the store was to add a parking lot.  He says it was previously a hangout for youth in the area but adding the paved parking has done a lot to discourage the loitering.  It has also provided better access for customers.
Despite a few changes, many things remain the same in that jewelry store on the corner.  They are still sought after for their in-house jewelry repair, as well as their fine and estate jewelry.  In fact, P.R. Sturgill’s has the largest selection of pre-owned estate and antique jewelry in the New River Valley!
The estate items are sometimes bought from individuals and dealers, but also from attorneys working to settle estates.  They buy every day, and the more unusual the item, the better they like it!  From one day to the next, frequent visitors can find the most unique and ever-changing collection in the area.  If you can find it online, they don’t want it.
Between reputation, quality, and distinctiveness, the business has remained so successful over the years that Philip was even able to open a second location in Wytheville.  But you can’t be in two places at once.
Philip says he is blessed to have Jeremy Jones as manager of the Wytheville store, as Jeremy is a man not unlike himself.  He’s a young man with a passion for the business and an incredible talent with jewelry making.  “Along with his people skills,” says Philip, “Jeremy doesn’t have a customer base in Wytheville, he has a fan base!”
Managing the Radford store is Cindy Mabry, and the only thing she loves more than jewelry is people.  “Cindy and Jeremy both truly care, and that’s what makes it worth getting up in the morning.”
When it comes to finding people to operate and expand the business, Philip says, “You have to find talent, cultivate talent, and appreciate talent.”  Philip Sturgill not only learned a lot about jewelry from his mentor, Curtis Luffman, he also learned how to pay it forward.  As such, Sturgill’s has been the classroom for several more jewelry makers over the years.
Notable among them is Tommy Frank.  Tommy worked for P.R. Sturgill Fine Jewelry for about six years and became a very talented bench jeweler.  Since then, Tommy has gone on to purchase and run his own jewelry store.
Then there was the aptly named, Nathan Talent.  Like Philip, Nathan always wanted to be a jeweler.  After working off and on at Sturgill’s for five years, Nathan obtained scholarships to attend the University of Southern California.  He graduated magna cum laude and is now working at Harry Winston on Rodeo Drive in Beverly Hills.
But Philip hasn’t let all the talent get away.  P.R. Sturgill Fine Jewelry has three talented designers on staff, like Eli Tuchler.  Just like Philip, Eli started making jewelry in high school.  Since Philip has obtained the finest laser-welding machines that money can buy, it also allows Eli to do excellent repair…and according to Philip, “he knows what he’s doing!”
At the sales counters in Sturgill’s are the amazing and wonderful Cleo Williams, Robin Martinelli, and Cherry Smith.  Philip deeply appreciates his team and his customers, saying, “I feel so blessed and so fortunate to have a place like this to come to every day.”
Philip says he has the best customers ever.  Not only have the locals formed relationships with repeat visits, but word of mouth has also brought in people from farther away.  Selling jewelry to people who’ve never met him or his team is a level of trust that has meant the world to Philip.
Standing from left to right: Eli Tuchler, Philip Sturgill, & Ruth Dodson; sitting, Cindy Mabry; and in lap, Zoe.
Today, just as in 1961, P.R. Sturgill Fine Jewelry performs all jewelry repairs in-house.  This includes ring-sizing, gemstone setting, custom engraving, and all other jewelry repairs.  The work performed is quality work by certified jewelers who have a passion for what they do.  All repairs are 100% guaranteed.
When asked about his philosophy for business, Philip says, “Be kind, and for the love of God, be honest.”
When asked about his plans for the future: “I want to work here till I drop dead, because this is the happiest place I could imagine.”
For more information about P.R. Sturgill Fine Jewelry, visit online at prsturgills.com.  The store is open 10:00am to 6:00pm, Monday through Saturday, at 1037 East Main Street in Radford and 115 East Main Street in Wytheville.

P.R. Sturgill Fine Jewelry • Philip Sturgill • www.PRSturgills.com
pr@PRSturgills.com  •  www.Facebook.com/PRSturgill
1037 East Main Street in Radford
115 East Main Street in Wytheville