Jewelry Store 'Takes Care of Business,' Elvis-Style

For most of his life, Tim New has had two separate passions – Elvis Presley and custom jewelry.

Now, he has combined them both at the store he owns,  Beaver Ruin Road in Norcross.

On Saturday, New’s collection was on display in a corner case during a customer appreciation party. He held up a figurine of Elvis that turned out to be an unopened decanter of bourbon.  

On the shelves were numerous souvenirs devoted to the King, ranging from collector’s edition newspapers to a knife decorated with images of Elvis. Two heart-shaped Valentine’s candy boxes also paid tribute to Elvis: One featured a photo of a young Elvis driving a car. The other was wrapped in a miniature Elvis costume. There was a 45 record of the song “Just Because” and an 8-track tape of the singer’s last studio album “Moody Blue,” with a Turtles store price tag still on it for $5.99. 

New, 48, has been collecting Elvis souvenirs since he was 11, although he admits he has become more avid within the past decade. Many items in his collection were given to him by store customers, he said.

“Many folks come to the store because of their love and admiration for Elvis and his career,” New said. “They know I’m such a big fan. There are so many people out there who are Elvis fans too. This is the pinnacle of the tribute to Elvis.”

For the party, New hired an Elvis tribute artist, Doug Thompson of Hoschton, who has been performing as Elvis since kindergarten and recently turned 40. The two men met at a Christmas tree lighting in Braselton and became friends.

Outside the store, customers, friends and family nibbled on food and waited for Thompson to take the “stage.”

Dilyse Herring, whose husband works at the store, was there to enjoy the food and music. “I have a lot of Elvis records. I grew up with a lot of his songs,” she said.

In a back room, Thompson and New chatted with a friend, Lee Secrest, who surprised New with a gift: an enlarged photograph of Elvis performing. Secrest has given New several similar photos, including a picture he took of Elvis leaving the Macon Coliseum about a month before he died in 1977, which hangs on the wall of the shop.

As long as he has been an Elvis fan, New has been in the jewelry business. He followed in the footsteps of his father, Harry L. New, who started the jewelry company in 1960. After his death in 2006, the younger New took over the business, moving it from La Vista Road to its current location on Beaver Ruin Road and shortening the name. The store specializes in custom jewelry, repair and estate pieces.

Indeed, Thompson, dressed as Elvis, flashed a large ring that New had made for him. Fashioned of sterling silver, yellow gold and diamonds, it features a TCB logo – Taking Care of Business, an emblem dear to the King.

“I feel like Elvis when I’m wearing it,” Thompson said.