Holland Jewelers is a midrange to upscale AGS store based in Moline, Ill. Founded in 1933, the store is about 160 miles west of Chicago, near the Illinois/Iowa border separated by the Mississippi River. The company serves the Quad Cities region of nearly 400,000 people, which includes Moline/East Moline and Rock Island in Illinois, and Davenport and Bettendorf in Iowa. This full-service jeweler, which produces more than $1 million in annual sales, offers custom design and repair and has an in-house watchmaker in its 4,500-square-foot freestanding store. Jeffrey Holland, president and the third generation to run the business, reveals some of the factors behind his store’s success. What are your best sellers? In terms of brands, Hearts On Fire, Rolex, and Tag Heuer. Overall, diamond jewelry—bridal and fashion—is our lar- gest category, accounting for 50–55 percent o