Design Your Own Jewelry

We can show you what your custom jewelry will look like before we set a single stone.

For years Laney's sketched out designs for customers who wanted new jewelry orCustom Designed Ring an updated version of a piece they already owned.  These "counter sketches": would illustrate what the final jewelry design would look like and upon approval, be given to the bench person to fabricate it.

One of the problems with counter sketches is that they require the customer to visualize the design.  In fact, many customers don't know whether or not they like a design until a wax figure has been made of it or possibly not until the jewelry has been made.

Laney's is the first jeweler in the area to offer jewelry customers a quicker and more comprehensive alternative to counter sketches.  Using jewelry design software, customers actually participate in the creation of their jewelry.Custom designed sapphire and diamond ring

This powerful software comes loaded with hundreds of images of actual jewelry not sketches - from diamonds and precious gems to mountings and other jewelry components.  We n use these images to assemble lifelike designs on our computer monitor.  This realistic presentation allows our customers to know instantly if they like a particular piece and it makes it easier for us to quickly provide design alternatives.

For example, if a customer was looking at a ring design that contained emeralds but wanted to know what the same ring would look like with diamonds, we could change the stones to diamonds in a matter of seconds.  In no time, the customer could determine which version he or she liked better.

The workstation's interactive capabilities also make it easier for us to do appraisals and highlight areas of jewelry which need to be repaired - right in front of our customers' eyes.

Once a design has received customer approval, a color print is made of it.   This provides a visual record for both the client and our jewelry craftsman.   The picture is an accurate blueprint from which to work.

This flexibility allows Laney's to design and show customers anything they want.

Laney's is one of a select few jewelry stores nationally that uses this cutting edge jewelry design program.

Doug says, "Custom designing jewelry is one of the most fascinating aspects of this business.  It gives us an opportunity to be creative.  No two design opportunities are the same."  

If you would like to make something new or would like to rework something you already own visit Laney's and allow them the opportunity to present you with a number of intriguing possibilities.


Our Hours:
Tues-Fri  11:00 AM - 6:00 PM
Sat 11:00 AM - 5:00 PM

5121 Center Street, Suite 103
Williamsburg, VA  23188
(757) 229-7333



American Gem Society

For generations of jewelers, those three simple words have embodied three complex ideas to which the society has always been dedicated:

  • Ethics

  • Knowledge

  • Consumer Protection