“This has been 35 years in the making,” says Traci Wilson, who co-owns Trael Fine Jewelry with her daughter, Rachel Rector—Superior’s only jewelry store. The name ‘Trael’ combines their first names, a symbol of their shared vision to offer craftsmanship and care to everyone who walks through their doors.
Traci started working in her family’s jewelry business in high school. After completing her gemology degree, she spent decades working in the jewelry industry, honing her expertise in sales, management, repairs, and custom work. Her extensive knowledge and her daughter’s fresh perspective and insights gathered an excited crowd for their grand opening this October.
"The mayor was there, we did a ribbon cutting– it was fantastic! It was our chance to share with everyone that we’re new to Superior but not new to jewelry,” says Traci.
Full-Service Philosophy
“For most people, it starts with a repair, appraisal or some kind of service,” shares Traci, "They want to know, ‘Can I trust you with my repair?’ And when that trust is there, they feel good about buying from you. It’s a slow process –– it’s this foundation of trust that turns a simple repair into a lifelong relationship,” says Traci.
Most people are unfamiliar with the extent of what a “full-service” jeweler provides. Trael Fine Jewelry guides customers with care, patience, and personal attention through every service:
- Repairs
- Cleaning
- Appraisals
- Custom jewelry work
- Buying gold
- Consignment services
- Redesigning or remaking inherited jewelry
- Liquidating jewelry collections
Where Jewelry Feels Like Home
Conveniently located in the popular Superior Marketplace, by Costco, Barnes and Noble, and Target, Trael offers full-service jewelry expertise in a warm, inviting setting.
“Someone said that our store feels like a warm hug––and that’s exactly what we were going for––the feeling of home. We were very intentional with our design. When you walk in, there is an 18-foot-tall bookcase filled with books and fun little things. We have two leather couches and two chandeliers to make it more glamorous. We want it to feel like we're in your living room talking about your jewelry and whatever you need from us," beams Traci.
Giving Back & Community Roots
For Traci and Rachel, opening their doors in Superior felt like an opportunity to help restore beauty and trust in a community still healing. In December 2021, the Marshall Fire—the most destructive in Colorado’s history—destroyed more than 1,000 homes and businesses. Today, many in Superior and the surrounding area are still rebuilding what home means.
"We’ve had so many people tell us they lost everything in the fire, and they're starting over, and they don't know who to trust or go to. And this is why we wanted to open our store in Superior––we want to welcome and serve this community," shares Traci.
Rooted in family and community service, the team at Travel Fine Jewelry sees their work as more than business––it’s a legacy, a way to give back, and pass love forward.
“In honor of my dad, who’s in memory care, a portion of our sales goes to the Alzheimer’s Association,” shares Traci. “My daughter’s husband is a Denver firefighter, so we’re also finding ways to support first responders,” says Traci.
“I think it's important to know that you are giving back to your community and to organizations that make a difference. Jewelry can be very money-oriented, and while that’s part of any business, we feel strongly about giving back and making sure that our business helps others,” shares Traci.
More Than Jewelry: A Tradition of Joy
“My passion is the pieces and the people,” says Traci. “Every piece of jewelry has a story –– and that's why we love the jewelry industry––99% of the time you’re in here, it's a happy occasion. You’re either gifting something to somebody, or you're making it for somebody, or you're going to be the recipient. So it's just a joyful industry, like a florist, you never have a bad day," Traci says with a smile.
Walking into Trael Fine Jewelry, you become part of that joy.
"It might take someone coming into our store a few times before they actually work with us or buy anything, and I'm okay with that,” says Traci.
Her patient, service-oriented approach makes people feel comfortable browsing, asking questions, and getting comfortable with the store and staff.
“That’s part of the process,” says Traci, “Trust takes time to build––and I tell people that we are locally owned, we’re 2nd and 3rd generation jewelers, we’re here and we want you to feel welcome building a relationship with us in the way that feels right to you.”
Visit Trael Fine Jewelry to meet the mother-daughter team and bring in a story—or a piece of jewelry—to make it new again.
602 Center Drive, Suite D, Superior, CO 80027
(303) 494-4444
TraelFineJewelry.com