Four Generations of Hard Rock. What started as one man’s passion has turned into a family’s tradition. Sigmund Sorg founded Sorg Jewelers in 1900 in Roanoke, Illinois. Second generation sons, Sidney, Earl, Nelson and Richard carried on the business for decades. Now third and fourth generation Sorg’s are in charge of the storied family business. John Sorg (Sidney’s son) is President and Darin Sorg(John’s son) is Vice - President. They carry on the traditionand legacy of trust, high ethical standards, knowledge, fair pricing and value through their two stores. It is a simple, yet crucial formula for the stores’ success. Everything else builds from those five important keys. The staff at Sorg’s feel that their service is one of the main reasons that keeps clients coming back, generation after generation – now for over 100 years. The Goshen store has been a main stay in Downtown Goshen since the early 30’s, housed in the same historic building ever since. 2006 marked a historic time for Sorg Jewelers! The Goshen store received several facelifts (inside and out) as well as a brand new, custom building for their relocating Elkhart store.In the fall of 2006 the Sorg family looked toward the future as they're located their downtown Elkhart store to a brand-new, custom-built jewelry store on the fast growing and popular County Road 17 in Elkhart. There are plans to develop an attached shopping plaza (with Sorg Jewelers serving as the anchor) with a top-notch appearance that you would expect from Sorg’s. They are pursuing category specific retail and restaurant businesses that will compliment their jewelry store. Whether it is a diamond, colored gemstone, watch or necklace, their trained and caring sales staff is there to guide clients along so that their purchases can be made with complete satisfaction and confidence. Rest assured that when a client  enters one of the Sorg’s stores, they will be met with arguably the best sales staff assembled in the business. In addition to Sorg Jewelers’ Private Collection of South African Diamonds (and all the offerings that you would expect from a fine jewelry store) Sorg’s have established themselves as a go-to store for gifts of all budgets. “We are constantly striving to solidify our position as the premier jewelry store in Elkhart County as well as its surrounding areas,” saidJohn Sorg. “With that mentioned, Sorg Jewelers has an award-winning Master Jeweler/Designer, a Goldsmith and a Master Watchmaker as part of our team. So nearly all jewelry and watch repair is all done “in house” as well as any custom jewelry for our clients”, added Sorg. In addition to their longevity in business, Sorg Jewelers separates themselves from the rest with their membership in the highly accredited American Gem Society (AGS), which has rigorous annual standards that must be met for membership. The AGS is an organization consisting of the most elite jewelry stores. Less than 4% of all the jewelry stores the United States and Canada are AGS members. Sorg Jewelers has been AGS members since 1960 and each title holder has to recertify and retest each year. Sorg’s responsibilities are to protect consumers from fraudulent pricing and deceitful business practices. Sorg Jewelers is proud to serve Goshen, Elkhart and its surrounding areas. If you aren’t already a client, they invite you to let their family jewelry store be your family jewelry store and experience their four generation’s worth of tradition and passion for the symbols of love that they offer. When it comes to gifts, think of Sorg Jewelers. They have an entire line-up of gift ideas for all budgets…including Waterford Crystal, beautiful figurines by Lladro', Willow Tree Angels, Colonial at Home Candles, Chamilia charms, BB Becker inspirational quote silver jewelry(exclusive), picture frames, baby gifts, retirement gifts and graduation gifts including a wide variety of pens and top brand name watches. If you are looking for a spectacular gift, make Sorg Jewelers your first stop. Their professionals will help you find a gift worthgiving and well-worth remembering!  And as always, they offer free giftwrapping with hand made bows.