Look For The Red & Green Truck
Jewelry World & Loan Celebrates 20th Anniversary in a Big Way

Owners of Jewelry World, Kathleen Evans-Cole and Tom Cole.

By Jim Evans

Time flies when you’re having fun, and no one knows that better than Tom Cole and his wife Kathleen Evans-Cole, owners of Jewelry World & Loan.

The Coles have enjoyed serving the residents of Ramona for the past 20 years and will celebrate the 20th anniversary of their store in Ramona July 22-24 with a big bash. The event is open to the public and will feature free food — catered by DiGiovanni’s of Ramona — lots of free prizes, and huge discounts on everything from jewelry to tools, all with a distinctly Hawaiian luau theme.

And, yes, look for the familiar red and green 1937 Chevy 2-ton dump truck in the parking lot on Main Street broadcasting the event.

“While other businesses might have mascots such as animals, clowns and so forth, Tom is a nut about old cars and just loves that old truck,” Evans-Cole said. “So, you might say the truck is our mascot.”

And why not? After all, is there anyone in Ramona who doesn’t associate that old truck with Jewelry World? Move over, Ronald McDonald! And does the truck have a name?

The couple opened their store in 1985 as a pawn shop offering short-term collateral loans, but based on Cole’s many years of experience as a diamond expert and broker, they quickly expanded it to a full-service jewelry store offering an on-site expert jeweler; watch/clock repair; jewelry design; antique and estate jewelry in platinum, gold, and silver; and new inventory. The store is also an authorized dealer of new Seiko watches and clocks and a dealer in precious metals and stones.

“The pawn-shop image has always been a stigma we have had to combat over the years,” Evans-Cole said, “because so many people have a fixed perception of pawn shops (perhaps perpetuated by Hollywood stereotypes?). But when they visit our store, they are always surprised at how different we are from what they expected.”

Customers can find quality merchandise of all kinds at Jewelry World & Loan and customer service to match. The store is regularly frequented by local youngsters for its extensive selection of musical instruments. What they probably don’t know is that Cole plays a mean saxophone and Evans-Cole plays an Appalachian dulcimer (look that one up in the dictionary, boys and girls).

Cole’s love of jewelry goes back more than 35 years and was the source of one of his most interesting business transactions. About 15 years ago, he was in the market for a house but had limited funds. He called the number of a house in which he was interested to make an offer but apparently dialed the wrong number. Not realizing he had done so, Cole then asked the man who answered the phone if he was interested in selling his home.

The man’s house was far more than Cole could afford, but the man finally asked, “What have you got to offer?”

Cole said he had a 10-carat diamond to offer for a down payment, and a deal was struck. And the name of the street on which the house was located? Gem Lane. Ironic, or what?

The pair have played an active role in the Ramona community for years, donating their time and resources to many local charities and fundraisers. One of their favorite local events is the annual Miss Ramona pageant, in which they regularly participate as the jewelry sponsor.

“This year, we provided a ring in the shape of a crown to the winner and special earrings to members of the queen’s court,” Evans-Cole said. It’s a fitting tribute to a queen and her court from people who care.

Now, the couple is inviting everyone to join them in the 20th anniversary celebration of their company, located at 1338 Main St. near Orchards. Mark it on your calendar now: 10 a.m. to 6 p.m. on Friday, Saturday, and Sunday, July 22-24.

Meet Tom Cole and Kathleen Evans-Cole in person, and say hello to store manager Chris Waddell, jewelry sales manager Nohemi Leon, jeweler Dave Garnica, and sales associates Kenny Stewart and Josh Lee — all longtime residents of Ramona with strong roots in the community. “Neighbors” is what most folks would call them, and this is just a neighborhood get-together to celebrate the success of one of Ramona’s true family-owned businesses.

Call (760) 789-2048 now, and ask to speak with one of your neighbors. And maybe someone can suggest a good name for Cole’s truck!