After running a businesses for more than 60 years, Willis F. Cook, owner of Cook’s Jewelry on Alabama Street in Tallapoosa, says he’s seen plenty of changes in both the city and his business over the years.

“When I was trying to decide where to locate my business,” said Mr. Cook, “I went to Carrollton to see how it looked, and there was barely a place to hitch two horses. Then I came to Tallapoosa, and it was busting at the seams. At the time, you couldn’t cross the street on Friday afternoon unless you waited on the red light.”

Mr. Cook went into the jewelry business at an early age, gaining employment at a jewelry store in Bremen after serving in the Air Force for four years during World War II as an engineer for B-17 bombers.

“When I got out of the service, I worked for Cook’s in Bremen for two years,” Mr. Cook said. “Then I decided to put up a jewelry store when I came to Tallapoosa. The only other jewelry store here at the time was Mr. Colvin’s.”

Despite the fact that Mr. Cook was only 23 years old when he open his own business, he says he wasn’t worried about whether he’d be successful. In fact, he was confident in his entrepreneur abilities.

“I already knew how to repair watches and jewelry when I started,” he laughed. “So I wasn’t too worried.”

Mr. Cook and his wife, Ann, remember the lean days right after the war when it was difficult to even get a car.

“Back then, you couldn’t even buy a car,” recalls Mr. Cook. “Right after the war, you had to get on a waiting list, [so] I rode the bus to work and home every day until we could get a car.”

However, not everything has changed since 1947 when he opened his business. Mr. and Mrs. Cook say quality customer service has always been their top priority.

Cook started his business on Highway 78 with only three showcases, repair services and sterling silver to offer his customers.

“We sold sterling because back then when people got married they wanted sterling dishes, china and silverware,” he said.

Over the years, he moved his shop from Hwy. 78 to Head Avenue and finally to its current location on Alabama Street.

“We bought our current store from Harry Smith and J.O. Barnes,” Mr. Cook said, “and turned the two stores into one big one in 1972. We expanded with each move.”

And with the added space came additional merchandise. In addition to repair services, the Cooks now also sell a full line of diamonds, precious stones, watches, clocks and gift items, and they also buy gold.

With the added merchandise also came additional employees.

“I started with just one, me,” Mr. Cook laughed. Now, the store touts at least three full time employees and a couple part-time employees.

Of course, Mr. and Mrs. Cook say what keeps their customers coming back is quality.

“We’ve always tried to give good service and quality merchandise,” said Mrs. Cook. “We’ve obtained a lot of customers by that [philosophy], and we stand behind that.”

In fact, the Cooks can boast that they have customers who travel from Bowdon, Anniston, Hiram, Alabama and Atlanta to visit their store.

“They like our service, and we treat our customers well,” Mrs. Cook said with a smile. “And we guarantee our merchandise.”

They say they have gained new customers with their standby of quality customer service but have also kept patrons coming back for their quality repair services.

“We repair jewelry, watches and clocks,” Mr. Cook said. “There’s no other store that offers what we do: full service.”

However, the Cooks couldn’t say enough about the importance of customer service, which they say is imperative now that the public’s shopping habits have changed and now gravitate toward large shopping malls rather than locally owned small businesses.

But the Cooks say they know what’s important: “Quality service,” Mr. Cook said, “and service with a smile.”