Dare to Dream, Dare to Build

by Paul Holewa Southern Jewelry News/Mid-America Jewelry News

Reading Time: 9 minutes

Success in the gem and jewelry industry requires more than selling beautiful jewelry. It takes vision, perseverance, and a willingness to take risks. In 2018, Craig Husar, owner of Craig Husar Fine Diamonds & Jewelry Design, took a chance on totally transforming the family watch and clock business his parents, Lyle and Alice Husar, started in the late 1960s.

A brand new store. A name change. A location change. About the only thing that remained the same was the family itself, as well as the time-honored history of customer service, product quality, and jewelry design integrity.

As the business axiom goes, big ambitions necessitate big action. That action started in 2018 when Craig broke ground on his new store in Brookfield, Wisconsin, two miles from the store’s previous location. Building a 7,500-square-foot luxury jewelry store from scratch was no small task for Craig.

“It was an enormously stressful time,” says Craig. “I was full of doubt whether I was making the right decision. It was at this moment in my personal and professional life that I realized who my true friends were.”

Overcoming doubt, Craig was resolute in his goal to build a new store from the ground up. Friends who stood beside him became part of a supportive network of trusted confidants. And, in no time, Craig knew he was on the right path to being a bold agent of change.

Being Gen 2.0 in what is evolving to be a third-generation jewelry store is not an enviable position. Like most in his shoes, Craig’s decision had to honor the traditions of the past, develop ways to expand market share and sales under his tutelage, and secure a legacy for the incoming generation of family jewelers. Not exactly small tasks.

But few embody this spirit like Craig, who has carried forward his family’s legacy and transformed it into something extraordinary. His journey, from growing up in a small watch repair shop to building one of Wisconsin’s premier luxury jewelry destinations, is a testament to what’s possible when ambition meets action.

Craig learned from his parents. Husar’s Tic-Tok Shop, a small watch and clock repair store, was founded by Lyle and Alice Husar in 1968. Similar to other family businesses, it began with a simple idea: providing excellent craftsmanship and service, one customer at a time.

Over the decades, the company began offering fine jewelry and custom designs, ultimately rebranding as Lyle Husar Designs. Craig immersed himself in jewelry design and watchmaking from a young age. Fascinated by gems and the gem sciences, Craig explored opportunities beyond the family business after earning his Graduate Gemologist (GG) certification from the Gemological Institute of America (GIA), later becoming an Instructor of Gemology.

Throughout his twenties, Craig embarked on underwater adventures with legendary treasure hunter Mel Fisher, unearthing shipwrecked treasures from the famous Nuestra Señora de Atocha. But deep down, he knew where he belonged. He returned to his roots, and in 2012 he officially purchased the family business from his parents, stepping fully into the role of owner and Chief Romance Officer.

Under Craig’s leadership, the company underwent a dramatic transformation. While the strip mall location had served them well for decades, he dreamed of something bigger – a true luxury destination that would redefine the fine jewelry experience. The vision took shape in 2019 when he opened the doors to the new store. More than just a store, it was a statement, a symbol of Craig’s commitment to excellence, innovation, and the future of the Husar name.

Of course, building something remarkable comes with challenges. Craig recalls the immense stress and doubt he faced during the expansion. “At one point in the process, the stress became so overwhelming that my confidence turned to doubt and depression,” says Craig.

The business transition became so stressful that Craig was hospitalized. During this time, he prayed for wisdom, strength, and the will to move forward. “Being an entrepreneur means embracing resilience, vision, and the courage to take risks, even when the path is uncertain. Surrounding yourself with a strong support network of mentors and peers can provide the motivation and guidance to persevere through even the toughest challenges. Looking back, I’m reminded of the power of perseverance, the belief in self, and trusting in God’s plan.”

While designing the company’s new showroom, Craig decided to revive the original Husar’s Tic-Tok Shop and gave it a fresh vision for the future. He created a premier watch destination within the new showroom, honoring his parents’ watch repair heritage.

Today, that legacy has thrived with the addition of internationally-renowned brands such as Breitling, TAG Heuer, Frederique Constant, Oris, Tissot, and Seiko. What began as a small repair shop has evolved into a powerhouse of horology. This has cemented Craig Husar Fine Diamonds as Wisconsin’s go-to destination for fine jewelry and luxury watches, where it all began.

Beyond the showroom walls, Craig’s passion extends to his community. Through his Craig Husar Foundation and annual Sapphire Soiree, he gives back to local charities, making a lasting impact on the markets his store serves. And, as president of the GIA Alumni Collective Wisconsin, he dedicates time to mentoring future jewelers, ensuring the spirit of craftsmanship and innovation lives on.

The Husar legacy is already well underway for Gen 3.0. Craig’s daughter, Becca, is a skilled custom jewelry designer, while his son, Aidan, is interested in timepieces. His youngest daughter, Nadia, lends a hand after school when she can.

Craig’s sister, Christine, plays a vital role in the business as the controller, ensuring the company’s financial health and operational efficiency. With their involvement, the future of Craig Husar Fine Diamonds holds great promise.

Craig is confident that his legacy in the family business is the generational link from the founding Husar’s to the store’s future. Equally important, however, is Craig’s message to his retail jeweler peers.

“The power to create something extraordinary lies within each of us,” says Craig. “Success belongs to those who dare to step forward, embrace challenges, and shape their destinies. Every great endeavor starts with a dream. Every legacy is built by those who dare to believe in it.”

Paul Holewa

Paul Holewa has worked as a gem and jewelry industry trade journalist for more than 20 years. He learned about the gem and jewelry industry firsthand in Bangkok and Chantaburi, Thailand, global hubs for colored stones, diamond cutting, and jewelry production. Paul called Bangkok home for 11 years. He has travelled to remote gemstone mining sites throughout Southeast Asia, as well as major distribution and manufacturing centers in that region. For most of his years as a trade journalist, Paul has specialized in writing small business management articles for retail jewelers. His specialty has been developing magazine news feature stories and online blog content to help jewelry store owners to manage their store more effectively and, more importantly, to sell more jewelry. Paul has written on a wide range of jewelry store management topics from sales training and staffing, to video marketing and social media campaigns.