Our Story
Celebrating 50 Years of Craftsmanship and Community
Often, the little things, like the moments we share with others, move us beyond measure. The team at York Jewellers takes pride in celebrating every milestone with the people who enrich our lives. Our focus has never been on making a quick sale. Our business believes the value of our jewellery isn't about the stone, the metal or the price tag, but about capturing those special moments in life and love. This is why so many of our customers are loyal for life.
A Legacy Born from Passion
The York Jewellers' story began in 1974, but Rob Ely's journey into jewellery began earlier. In 1976, fresh out of high school and originally thinking he'd become a carpenter, Rob discovered his true calling. On December 3rd, 1978, he began his apprenticeship—a four-year journey that would teach him the fundamentals of his craft. Rob reflects, "Looking back now, I knew nothing about business. I just knew I was passionate about making jewellery and looking after our clients."
What started as one young man's passion quickly grew into something extraordinary. Rob learned from his mistakes, grew with his craft, and most importantly, had the unwavering support of his wife Helen, who became the driving force behind the scenes. As Rob says, "If it wasn't for Helen, I don't think we would have got where we did."
A True Family Affair
The Ely family business has been precisely that—a family affair from the very beginning. All four sons—Chris, Tom, Matthew, and Douglas—grew up in and around the shop, learning customer service rules from an early age. "I remember playing in and around the shop, but as soon as a customer came in, we'd be all up. We'd have to change our behaviour immediately, because we knew the rules of being in a space like that," recalls one of the sons.
Today, all four Ely sons remarkably own and operate their businesses, proving that the apple doesn't fall far from the tree. But it's Douglas who has taken the creative reins of York Jewellers, bringing fresh ideas while respecting the fundamentals that made the business great.
The Perfect Transition
Douglas's journey into the family business wasn't predetermined. Starting in 2008 as a floor worker while finishing his HSC, he initially had other plans. "I didn't think that this was going to be my career. I'd sort of had some other plans," Douglas remembers. But after school, he realised he wanted to work with his hands and with people.
The conversation about joining the business wasn't easy. "I remember approaching mum and dad about it, and I reckon we had a two-hour conversation talking about the potential of me coming on and giving this a go. It wasn't easy. It's almost like I had to convince them to give me a chance." They even made him call his brothers to convince them, too.
But from that first weekend, Douglas "absolutely loved it and never looked back." His talent quickly emerged, winning international awards that catapulted him into the industry spotlight. The timing of the transition has been perfect—as one family member noted, "I would have been too young to tell Dad to step aside, and Dad was too young to step aside. The timing has been perfect."
Craftsmanship Beyond Compare
Rob's foundation in traditional craftsmanship, combined with Douglas's innovative vision, has created something special. We operate one of Australia's most extensive onsite workshops, where our skilled jewellers handcraft engagement rings, wedding bands, and bespoke pieces using advanced technology alongside time-honoured techniques. Our award-winning designers work closely with clients during complimentary in-person design appointments, where hand-drawn creativity inspires our jewellers to breathe life into unique masterpieces.
What makes Douglas's approach special is deeply personal. He shares, "I guess I grew up with my dad being a jeweller and watching him draw and design, and something that just sort of came naturally to me as well." That natural talent, with formal training and international recognition, ensures that every piece meets the highest standards.
More Than Just a Business—A Community
What's most remarkable about York Jewellers' 50-year journey is how it's become woven into the fabric of the Penrith community. As staff member Emma, who's been with the company for 17 years, explains: "It is a family business, but it feels more than a family business. It just feels like you're part of a community."
This sense of community extends far beyond our walls. We've fostered deep connections with customers—many spanning decades—and given back through charity work, including partnerships with organisations like the McGrath Foundation's Pink Up Penrith campaign. Federal Member for Lindsay Melissa McIntosh describes us as valued local business community members, while regional leaders recognise our significant charitable contributions.
Growing with Our Community
From our flagship location at the foothills of the Blue Mountains in Westfield Penrith—where we've built our reputation as the gateway to hinterland engagements, weddings, and romantic escapes—we've recently expanded to Warriewood Square on Sydney's Northern Beaches. This return to the Northern Beaches holds special significance, reconnecting us with a community we served in the 1990s.
Looking Forward
As Rob reflects on the journey: "It's 50 years now, and you think, gosh, where did that time go? It's just gone in the blink of an eye. But when you look back and see what has been achieved in that period... very proud, very proud."
Douglas now sits in his father's office, calling it "probably one of the proudest moments of my career, what my dad did for me and to give me that opportunity and tell me, I'm ready. I'll never forget that." The business Rob and Helen created has become something Douglas describes as "mind-boggling for me, and an opportunity that I'll cherish forever."
We want to nurture future generations of jewellers by leading them onto something more profound and magnificent than ever. York Jewellers believes the trust we earn from our customers has allowed us to become more than just a store, but a community where relationships span generations.
Our Values
Craftsmanship and Integrity Unite
What sets our establishment apart from other jewellers in Australia and across the globe? We believe in unifying our craftsmanship and integrity to empower our local community. We're seeking to connect with people in a lasting way by treating jewellery as an exchange of love designed to be treasured.
50 Years of Giving Back
York Jewellers has been giving back to our community for five decades. While we're passionate about providing exceptional service to every one of our clients, we also recognise the importance of celebrating the inspiring and selfless individuals in our community—"diamonds in the rough" if you will. We firmly believe all businesses share a corporate social and ethical responsibility to look beyond their bottom line.
From supporting local initiatives like our recent Mother's Day creativity competition to our ongoing charitable work with organisations like the McGrath Foundation, we remain committed to making a positive impact beyond our showroom doors. Gay Hawthorne from Pink Up Penrith notes, "They are a family that cares about the well-being of our community. They give back so much, and we value them being part of our Penrith area."
A Family Business Philosophy
At our core, we remain a family business that values family and community. As one long-term staff member explains, "The best part of working for York Jewellers is working for a family-run business that loves family and the community we're in." This philosophy extends to how we treat our team, with many staff members staying for decades, and how we serve our customers, who become like family to us.
A Promise for the Future
As we celebrate this remarkable 50-year milestone, we look forward to the future with the same passion that started it all. With Douglas leading the next generation and our entire family involved in the business, York Jewellers remains dedicated to capturing life's special moments through fine, handmade jewellery.
Rob's advice to Douglas captures our ongoing commitment: "Congratulations on taking on this journey. The more you put into it, the more you'll receive. So enjoy the ride."
Thank you for being part of our journey. Together, we make life's moments everlasting.