What began as a 14-year old’s Saturday job polishing jewelry has blossomed into a thriving local business built on trust, craftsmanship, and genuine relationships spanning generations. Ashley Forsyth, the owner of Forsyth Jeweler, traces her passion back to her ballet teacher, Mrs. Cullen, who also owned the TJ Cullen Jewelry Store in Evanston. That Saturday part-time job turned into a 22-year journey at TJ Cullen, where she worked alongside Tom and his father, building expertise and cultivating lasting customer relationships.
When TJ Cullen closed, Ashley decided to open her own shop in Winnetka, where she had built deep roots for over two decades. Finding the right space was very important to her. The formerly bubble-gum pink clothing boutique is now what customers describe as “very calming and enjoyable”-- a place where people often sit for hours talking and drinking coffee. Forsyth Jeweler is a customer focused place. Ashley’s semi-photographic memory for faces and names helps her recognize 99% of customers who walk through her door. She’s built relationships spanning multiple generations, watching children she once sold eighth-grade graduation gifts to return years later for engagement rings and wedding bands.
What sets Ashley’s business apart is her comprehensive approach. Dubbed “The Queen of Customs” by clients, she specializes in transforming inherited pieces into wearable treasures. Her trusted goldsmith partners can repurpose original gold and stones into new designs, maintaining sentimental value while creating something clients will actually wear. “My motto is that jewelry is meant to be worn, and if it’s sitting in a box, it’s just useless” Ashley emphasizes. Forsyth Jeweler carries contemporary pieces along with antique and vintage jewelry. The oldest piece Ashley has sold was from 1777–a Georgian-era creation that exemplifies handcrafted artistry. “People used to make things with their hands, and there is a large artistic value in that,” she explains.” Beyond the craftsmanship, Ashley also is drawn to the history of the pieces. She always asks, “what kind of person did this belong to?”
One of her favorite services is jewelry authentication- a service that yields surprising discoveries. She recounts a woman who brought in what she thought was “all costume” jewelry from a deceased family member. After examination, Ashley revealed the collection was actually 18 and 22-karat gold pieces worth over $100k. She is currently pursuing formal certification, Ashley’s authentication skills are built on decades of experience. When she is uncertain, she’s honest and partners with experts who have sophisticated testing equipment.
In an era of online shopping and chain stores, Ashey’s business represents something increasingly rare: personalized service built on trust and expertise. Whether sourcing specific pieces, creating custom jewelry, or helping someone the value of inherited treasures, she approaches each clients’ needs. “Jewelers are kind of like doctors,” Ashley reflects, “you have to trust them.” She has earned that trust one relationship at a time.
Ashley would love to meet you at her shop, Forsyth Jewelers located in Winnetka at 725 Elm St right in downtown Winnetka. If you have questions you can contact the shop at (224) 505-5169 or email [email protected].
