By Alaina Denean

The Selma Times-Journal

Customer service can be the deciding factor when people consider returning to a business.

A tradition of excellence continues to keep customers coming back for more at Butler Truax Jewelers, which is celebrating its 50th anniversary this week.

“It’s really special to me because the community, and really central Alabama, has been so loyal to us for the 50 years,” said Doris Truax, owner and operator.

The golden anniversary is being celebrated with a different event each day at the jewelers.

On Monday, there was a question and answer day about gemstones, diamonds, silver, china and crystal. The person who submitted the best question won a diamond pendant.

On Tuesday, customers can learn about Spartine handbags and accessories. Wednesday will focus on home décor, while Thursday will feature advice on how to properly clean and take care of jewelry and other valuables.

Each event is set for 4 p.m. and a prize will be given away each day.

“Friday is a retirement party that goes all day long — we’re having a big party for Cheryl Watts. She’s retiring; she’s been with us for 26 years,” Truax said.

To end the weeklong anniversary party, Butler Truax is holding a Breast Cancer Awareness Day on Saturday. Various prizes will be given away, and the mission is to bring awareness to the disease.

The 50th anniversary is an exciting time for Truax, and she is looking forward to the next 50.

“My father bought the store in 1964, and it was a tiny little store around Alabama Avenue. It grew and grew and grew, and now we’re the largest jewelry store in the state, based on square footage,” Truax said. “For the next 50 years, I would like for Butler Truax Jewelers to be a destination store. I want people to drive from other states to shop with us. I want to provide the best shopping experience they can get anywhere.”

Through the last 50 years, the store has made many changes allowing for the business to continue to grow. The newest change is with Truax herself.

Truax is now the sole owner and operator of Butler Truax Jewelers, and she is excited for what the future holds.

“The business that we’re in is a business of what we sell. We sell not just jewelry. We sell communication, so you’re communicating to your loved one that I have bought you this special piece because I love you, I appreciate you,” Truax said. “I get to be a part of that, with the service that my store provides with this community. I get to be a part of all of those special occasions.”

Truax said it’s her customers that have allowed the store to be so successful over the years and in a smaller market.

“We’re actually way larger than average in a smaller than average town … the statistics would say that you can’t do what y’all do, but we do,” Truax said. “One of the main things is being honest, and my dad is so honest and has such a high threshold for integrity. It’s as high as you can get, and that’s what made this store what it was. People knew they were getting a good deal and knew they were getting good service.”