Because for over 20 years this store has carved out a community of gem and stone lovers as well as jewelry makers and hobbyists. It’s also haven for fossil and geology enthusiasts. This modest store has remained faithful to its vision and concept after all these years. They host and run cool classes, and they make this niche interest accessible with honest pricing, informative displays and a fantastic staff who are true experts that are clearly passionate and knowlegeable, sharing their expertise with everyone–from the beginner hobbyist to the seasoned collector. They have built a sustainable small business that demonstrates that as long as you follow your passion, others will come. I love just going in and browsing–the store is like a museum unto itself!