Matt Fehring displays a model
of a cushion-cut diamond at MF Diamonds on Friday
afternoon in downtown West Bend.
Photos by John
BEND - Some customers come to MF Diamonds and know
exactly what they’re looking for. Others have no idea.
That’s where owner Matt Fehring comes in.
22-year-old designs custom jewelry and, through a
computer program, can master nearly any design
are able to create basically what you are looking for
without having to search all over,” Fehring said.
Along with the ease of getting what they want, customers
pay prices that are in line with most stores. He doesn’t
have a lot of overhead costs because he is not buying
the gems and jewelry.
someone who is allergic to nickel, which is in most gold
and sterling silver, it’s ironic that Fehring decided on
the jewelry profession. He was an 18-year-old University
of Wisconsin-Platteville student when he got excited
about the profession.
watched a documentary about buying and selling emeralds
and was intrigued,” Fehring said. “I went online and
bought some emeralds and sold them to a jewelry store
and kept going with it until I got to where I’m at.”
Fehring sits at his desk with a
custom-made ring on his computer screen. The rings
Photos by John
works with all gems and styles. An example of how his
business works: a couple comes into the 239 N. Main St.
store looking for an engagement ring. He shows them a
case with prototypes as a starting point. Once the two
pick that, they sit down with Fehring and create their
piece looking at a computer screen.
couple picks the shank (the portion that goes on the
finger), the metal, the gems and overall look. They
rearrange these, all the while looking at a
computer-generated image, until — bingo — they see
exactly what they’re looking for.
People can bring in a gem for the ring or they can start
from scratch and purchase the gem through Fehring’s
Fehring also has a program that shows the gem the person
will purchase — it’s size, clarity and if there are
imperfections. An independent consultant rates the gem,
which is laser inscribed with a number to ensure the
customer gets the piece they pay for.
Rings on display in the front
window at MF Diamonds in downtown West Bend Friday
Photos by John
the customer is happy with the look, they get the cost.
The customer can rearrange the size and elements to fit
their budget (or dream big and put a random $500,000
diamond in their creation just to see what it would look
Final step — the couple is happy with what they have
created and Fehring puts in the order. In eight to 10
days their made-from-scratch ring is ready. He hasn’t
had a dissatisfied customer.
“They help design it themselves so they always love it,”
Jewelry Works Cedarburg owner Mike Eubank has been a
goldsmith for more than 45 years and has been at his
Cedarburg store for 26. He has worked with Fehring on
custom designs because of Fehring’s computer
“He’s young but he’s done a lot of research,” Eubank
said. “He’s very up on things and trends in jewelry are
changing. The younger ones are the ones you need to
appeal to — the older people already have jewelry.”
Fehring also uses a program that determines a person’s
style if they don’t have an idea of what they want. The
program begins with a series of non-jewelry photos. The
customer goes through the program clicking on the photos
they like. These include pictures of a half-dozen
intricate doors, chairs and other random objects. Once
they go through the “test” the computer brings up photos
of rings it determines they would like.
Fehring shares the store with Laurel’s Camera & Gifts,
which his father Patrick and mother Laurel own.
and son work together very well,” Patrick said, adding
along with jewelry, Matt is very knowledgeable about the
camera store and helps with customer service when he is
Design is the mainstay of Matt’s business. However, he
also sells consignment jewelry and offers cleaning and
attended UW schools for three years and studied online
at Gemological Institute of America.
had a soft opening Dec. 15 with a different store name,
Edward’s Fine Diamonds. On Sept. 1, it officially became
(Edward’s) was a more classic jewelry store and I’m more
modern and I wanted the name and website to reflect
that,” he said.
or call 262-343-5043 for information.
Store hours are 2-8 p.m. Mondays, 10 a.m.-5 p.m. Tuesday
through Thursday and 8 a.m.-2 p.m. Fridays. Clients can
meet him after hours by appointment. He also offers
mobile service and will meet clients within 100 miles.
Fehring supports The campaign for Ethical Jewelry, which
aims to eliminate unethical activity and human rights
violations in the jewelry trade supply chain.
Reach editor Jennifer McBride at