A new jewelry store in Heber is quietly reshaping the way people connect with custom, handcrafted pieces. Herlove Bespoke Jewelry, founded by Drew and Laura Smith—both military veterans turned entrepreneurs—brings together precision, artistry, and heart in every part of the customer experience.
Before launching the store, Drew spent years working as a goldsmith for various established jewelers in Provo, Murray, and Springville, refining his craft and specializing in custom bridal designs, rare gemstones, and advanced repairs. He was instrumental in implementing in-house printing and casting capabilities at two of those shops, a skill he’s now brought into his own business.
His journey into the jewelry world was an unexpected one. After serving in the military as an Explosive Ordnance Disposal (EOD) technician and deploying to Iraq during Operation New Dawn, Drew began exploring creative avenues in art and sculpture. This exploration led him to the Texas Institute of Jewelry Technology, where he earned an associate degree in Jewelry Technology and obtained certifications in stone setting, CAD design, repairs, and other related fields. These technical skills now fuel his ability to bring almost any vision to life, especially custom work, which is the cornerstone of the business.
Laura, his wife and co-founder, shares a military background as a fellow EOD technician. Today, she leads the business operations and backend of the store, applying the same diligence and resilience that once defined her military career. With a previous background in cosmetology and a deep understanding of customer service, she plays a vital role in ensuring the store runs smoothly and maintains its personal, client-first approach.
Their shared path—from bomb diffusion specialists to small business owners—infuses Herlove with a sense of purpose and authenticity. The couple’s decision to open their store in Heber was guided by both intuition and research. Drawn to the area’s rapid growth and familial roots—Drew’s ancestors were among Heber’s early settlers—they saw a unique opportunity to serve the community and contribute to its evolving identity.
The store itself is a reflection of that vision. Customers walking in are greeted by a welcoming space designed to inspire without overwhelming. A gemstone display lets clients see and try on various cuts and styles, while cases of one-of-a-kind, ready-to-wear pieces offer immediate options for those not pursuing custom work. Every aspect of the space is meant to feel approachable and pressure-free, with clients working directly with Drew, not a salesperson.
While the store offers a wide range of styles, its specialty lies in fully custom, bespoke jewelry. A 3-D printer allows Drew to design pieces tailored exactly to a client’s vision, whether it’s an engagement ring, a piece of fashion jewelry, or a reimagined heirloom. Drew has a particular fondness for intricate, bold designs rich in detail and filigree, but emphasizes that the aesthetic is always led by the customer’s taste.
Materials used in the shop are primarily precious metals, with diamonds and gemstones sourced through reputable vendors. However, many customers bring in their personal stones, including sentimental pieces passed down through generations. Reworking heirlooms is a regular part of Drew’s work, breathing new life into rings, pendants, and other pieces with both technical care and emotional sensitivity.
Beyond the jewelry itself, the couple is dedicated to building meaningful connections within the local community. With long-term goals of expanding their staff and eventually moving into a larger, custom-designed space, they are also exploring creative projects, such as a one-of-a-kind holiday advent calendar featuring 25 unique jewelry pieces. Plans are in place to collaborate with local artists to display artwork in the shop, and in the future, offer one-on-one jewelry-making classes where clients can experience the full process of crafting a piece from start to finish.
Herlove is more than a store—it’s a reflection of Drew and Laura’s journey, their devotion to craft, and their belief that jewelry should be as unique as the person who wears it. Each piece created here is built with intention, artistry, and care. Whether it’s a symbol of love, a cherished family legacy, or a bold fashion statement, Herlove strives to make sure the story behind it shines just as brightly as the finished product.
