By GINGER LITTRELL

There aren’t many folks who remember the day in 1931 that Lloyd Collier set up shop to pursue his dream in a corner of McNeill’s Drugstore in downtown Whiteville.

“I remember the first day Lloyd came in,” recalls John McNeill. “My father had him set up his watchmaker’s workbench near the soda fountain so he could help out as a soda jerk when it got busy. He learned all the tricks they did in those days, like flipping the glasses up in the air. Lloyd had great charm and personality. He was great with people, which was good for the drugstore. In spite of his physical disabilities, he was incredibly strong. I saw him chin himself with one hand and he could ride a bicycle when he couldn’t walk. We were always the best of friends — it’s one of my fondest memories.”

Doing whatever it took to reach his goal to establish a fine jewelry store in Whiteville, Collier’s honesty, integrity and hard work paid off.

Outgrowing his space at McNeill’s, Collier rented a storefront from the Gray family and moved a block down the street in 1937. New lines and services were added and the business continued to grow.

“We’ve been in this location for more than 68 years now,” says storeowner Lloyd “Pebo” Collier Jr. “We’ve used this building all these years on a verbal agreement and handshake.”

With Lloyd’s health further deteriorating in the mid-1950s and the sudden death of his store manager T.M. Rogers, the family business was in a tough spot.

“I was at the end of my sophomore year at Wake Forest,” recalls Pebo. “I came home for what I thought would be just a few months — to get us through a difficult time. I liked working with people, but what surprised me was that I actually loved the business. And I’m still here — 50 years later.”

Pebo studied diamond grading and gemology with the Gemological Institute of America (GIA) and became a certified diamond appraiser in 1961. As a result of his training and business ethics he earned his “registered jeweler” title from the American Gem Society in 1965. He has continued his studies throughout his career and is well-known among his peers in the industry.

Sadly, Lloyd Collier spent the last 25 years of his life in his bed or a wheelchair, passing away in 1985 at the age of 71.

“I often wonder what Dad could’ve accomplished if he’d had just average health,” noted Pebo. “He was willing to work for success and taught me that there are no free rides.”

The Collier family was well known in their community of Western Prong and enjoyed the activities that families seem to have lost through the generations.

“We were one of those families who gathered around the piano to sing. I just thought that’s how everyone lived,” he said. “Mother had an operatic voice and she and I sang at many functions around the area — I wish I knew how many times we did that. Mother kept busy with the Cub Scouts and Boy Scouts, First Baptist Church and raising two boys. Dad was also very community minded — active in Rotary Club, the church, The Boys Home and was a member of the N.C. Jewelers Association. He was also a motivational speaker and had a radio show on WENC on Sunday afternoons called, ‘Thoughts From My Scrapbook.’ He had a large collection of books in his office and it was the first place in town where people could go and check out a book. Later on, it was he, Herman Leder and Bea Smith who helped start the local library.”

Pebo’s mother Stenza, 91, still lives in Whiteville and recalls the history of the family business vividly.

“Lloyd started his business at the start of the Great Depression, but he refused to allow it (or his disability) to affect him,” said Stenza. “When he moved from McNeill’s, he was the only employee, so when he came home for lunch, I kept the store.”

The secret to the success of the family business has been hard work, integrity and treating the customers right, she says.

Pebo married his high school sweetheart, the former Nancy Sanderlin of the Carver’s Creek community, in 1960.

“I pursued Nancy because her father was a great quail hunter and I thought I might get invited on a hunt,” chuckled Pebo.

“He did get to go hunting, but little did he know, he was going to get me too,” said Nancy. “A man chases a girl until she catches him!”

Pebo jokes that as a part of the marriage contract, Nancy agreed that she would go to work.

“In order to keep the marriage together, I decided not to work with Pebo,” she said with a smile. Nancy took a job with the N.C. Department of Social Services. Retiring in 1996 after 36 years of service, she was awarded the prestigious “Order of the Long Leaf Pine.”

Pebo enjoys telling stories on Nancy just to see her pretty smile.

“When I ask her what she wants for Christmas, she answers, ‘If it’s clothes, it’s small. If it’s diamonds, it’s large.’ Or when she says ‘the only diamond that’s too big is the one on another woman’s finger,’” he says. “Nancy is a very pleasant, outgoing person who finds a lot of satisfaction in serving the needs of others. For four years, while I was having some health problems, Nancy made herself available to work in the store. But she’s happily retired again,” said Pebo.

It’s a well-known fact that full-service jewelry stores like Collier’s are rare.

“Business has gotten so far away from personal relationships,” says Pebo. “We will forget what we paid for something, but we don’t forget the item and service. We’re at the point in the business that if our customers don’t see what they’re looking for, we can get it — or we can make it.”

Qualified staff has always been a priority at Collier’s and customers have come to depend on their expertise.

“We are extremely fortunate to have the quality of staff we have here,” said Pebo. “We have two gift and bridal shop consultants (Paula Brown and Carlene Goodwin), secretary/bookkeeper (Linda Brown), two certified GIA diamond graders (Pebo Collier and Loretta McCumbee), one GIA certified in counter sketching (Loretta McCumbee), one certified goldsmith (Todd Collins), two American Gem Society (AGS) certified sales associates (June Roberts and Debra Green) and one certified watchmaker (Sammy Gore).”

It is interesting to note that there were about 50,000 watchmakers after the end of World War II. Veterans took up the trade, many of whom only had use of their hands. Now, there are fewer than 10,000, Pebo said.

Pebo said there would be some changes as he enters his 50th year as owner and operator of Collier’s.

“Although I am still very active in the business and will continue to be available to my customers, I have named Todd Collins as store manager,” he said. “Todd started with Collier’s in 1981. I began by teaching him the basics, but it wasn’t long before the student was teaching the teacher.”

A 1977 graduate of Whiteville High School, Collins is a veteran of the U.S. Marine Corps where he worked in intelligence.

“The mindset of working with someone, rather than for someone, has enhanced my relationship with Pebo and the Collier’s family,” said Collins. “I have learned, first hand from Pebo, the values of trustworthiness, integrity and moral values and how to apply them to business and friendships. He has taught me many things, sent me to schools in the industry and allowed me to develop my skills that I can offer to this community. The Lord has opened doors and blessed me beyond measure. I’m proud of our team here at Collier’s. We believe personal contact and relationships with our customers is vital to sustaining a family business.”

“We couldn’t have had the success we’ve had without the people of Columbus County and surrounding areas,” concludes Pebo. “Our customers have been kind and supportive of Collier’s for 75 years and we do not take that for granted. We are very appreciative of that.”

Celebrating their anniversary with a storewide sale, Collier’s Jewelers is located at 717 S. Madison Street. Business hours are Monday through Saturday, 9:30 a.m. until 5:30 p.m. The telephone number is 642-3183.