TRU Craft Jewelry

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

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. 💙

We all need a little luck sometimes. 🧲1ct G+ VS1 natural diamonds set in 14k white and yellow gold. Made by hand of cour...
05/16/2026

We all need a little luck sometimes. 🧲

1ct G+ VS1 natural diamonds set in 14k white and yellow gold. Made by hand of course.

05/15/2026

So much going on here!

Custom cut sapphire, triangular meteorite and three, yes THREE, shades of gold make up this gorgeous handmade pendant!

Simple yet stunning. Tourmaline and 14k Rose Gold.
05/14/2026

Simple yet stunning.

Tourmaline and 14k Rose Gold.

Address

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

Opening Hours

Wednesday 10am - 5pm
Thursday 10am - 5pm
Friday 10am - 5pm
Saturday 10am - 2pm

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