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Your #1 Diamond Destination
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How Flora Sparkles

For four generations, the Floras have been Decatur’s premier jewelers. Since the days when Great-Grandma Flora used her precious wedding gown to create intriguing displays, we’ve shown customers a different way of looking at jewelry.

Marriages have begun and anniversaries have been celebrated with Flora Gems on this same street corner for more than 150 years. And we’re just as committed to the community as it is to us, working with organizations like American Heart Association, Mt. Zion Schools Foundation, Girl Scouts, Macon County Animal Shelter, Decatur Sympho and Junior Welfare Association to help make sure the community stays as strong as Flora Gems.

Time passes on; styles come and go, but diamonds are forever—and so is Flora Gems.

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Opens 2nd location in Champaign-Urbana


Celebrates 150 years

Chamber of commerce platinum award for 150 consecutive years in business

Outstanding Small Business of the Year Award from Chamber of Commerce for Decatur and Macon County


John Flora takes over the business


William T. Flora takes over the business

Name changed to Walter Flora & Sons Jewelers when Walter Flora Jr. and William Trader Flora join the business


Store opens as Frank Curtis Jewelry Co.

Celebrates 160 years


Illinois State Historical Society Centennial Award for 100 or more years in consecutive business


Lisa Flora joins the business


Ware and Becky Flora take over the business


Walter T. & Rosamond Flora purchase the store