Photography by Brandi Stage Portraiture | Makeup/hair: Patricia Arroyo, The Beautery
Although her family has been a part of couples’ love stories for decades, Dianne Murray never takes that privilege for granted.
As the granddaughter of Shelton Jewelers founder W.P. Shelton, Murray recognizes that she’s not just selling shiny gifts; she’s providing priceless treasures that will be cherished for a lifetime and beyond.
“When someone chooses a piece of jewelry with us, they’re trusting us with a moment that will be remembered forever,” she says, “an engagement, an anniversary, a promise or a simple ‘I love you.’”
After high school and college, Murray never imagined she’d stay in the family business. But today, she “couldn’t be prouder” to be leading Shelton’s into the future.
“I think (my grandfather) would be proud to see how far the store has come and how we’ve carried on the family values he started…”
“I think (my grandfather) would be proud to see how far the store has come and how we’ve carried on the family values he started,” Murray says. He’d probably smile knowing that we still focus on quality, craftsmanship and treating every customer like part of the family while also embracing new ideas to keep Shelton’s thriving for the next generation.”
A STORE IS BORN
After acquiring the skills to fix airplane panels during World War II, W.P. Shelton opened his watch repair shop on Howard Avenue in 1945. his daughter, Cathy Shelton Reed, recalls her father working long hours six days a week.
“Biloxi was a bustling town; the streets were busy, and buses were bringing people in,” Reed says. “I worked at the store during my high-school years and saw how patient and understanding my father was with each customer.”
In the 1970s, Shelton relocated the store to Spring Plaza in Ocean Springs, and Reed and her husband, Terry, moved Shelton’s to Government Street after buying the business in 1995. Under their leadership, custom work and special orders became routine.
“After Katrina, our business really expanded,” Reed says. “Our daughters, Dianne and Jessica, entered the business, and we worked side by side helping it to grow.”
CARRYING THE LEGACY FORWARD
Many of Murray’s earliest memories involve the store, where she and her sister would take turns pretending to be customers and talk to each other about the jewelry.
“We would answer the phones and call people when their repairs were ready,” Murray recalls. “I knew how to change watch batteries by the time I was 10. Then in high school, I went in after school to earn gas money.”
After high school and college, Murray chose to explore other career options and spent her 20s working in the accounting field. Eventually, she returned part time to keep Shelton’s books in order.
“The more I worked, the more I became involved in operations and the more I felt the deep honor of carrying on our family’s legacy,” Murray says. “I love hearing stories about my grandfather and my dad; it truly inspires the work I do every day.”
SETTING A HIGH STANDARD
According to his daughter, Terry deserves much of the credit for making Shelton’s what it is today. He instilled a high standard and a focus on superior quality, Murray adds, “which remains at the heart of everything we do.”
“I still believe we carry the most beautiful diamonds around,” she says. “No matter where I travel, I can’t help but compare, and Shelton’s always comes out on top.”
In a fast-moving world, Murray finds fine jewelry deeply symbolic — especially on Valentine’s Day. She’s noticed that customers today want unique, meaningful pieces, whether that’s a custom design, a colored gemstone or jewelry that marks a shared memory or milestone.
“People are doing their homework, looking for quality and value,” she adds. “That’s where our knowledge and experience really come to life. We take the time to educate customers on cut, clarity, color and craftsmanship — not just sell them something.”
Reed says she and her daughter look at many jewelry lines and decide together with items would be best to have in the store. Whether someone is customizing a piece or purchasing one that’s in stock, she adds, the object is always the same: satisfaction and big smiles.
“Our staff spends time with our customers and are always ready to have a new customers come in and feel at ease,” Reed says. “The word that all (patrons) are looking for is trust — in quality, price and caring.”
Whichever pieces customers choose, Murray delights in knowing that Shelton’s played even a small role in someone’s story.
“I love imagining that years from now, our name will be passed on along with the piece, carrying that memory forward,” she says.
UPHOLDING TRADITION, ADAPTING TO THE TIMES
Although Shelton’s has built a sterling reputation, Murray remains focused on what’s next. To her, legacy is about honoring the values and vision of those who came before her while carving out her own path ahead.
“As a woman stepping into leadership, it means carrying forward the standards of quality, integrity and care that my family built while also bringing fresh perspective and innovation to how we serve our customers,” she says. “Legacy isn’t just what you leave behind; it’s the everyday choices you make to uphold a tradition and make it relevant for the future.”
In the short term, Murray is excited to expand Shelton’s services by doing more computer-aided design (CAD) training — allowing the store to bring customers’ unique visions to life. In 10 to 20 years, she hopes that the business is still regarded as a trustworthy place where quality and luxury are never compromised and every piece feels special.
“I see Shelton’s continuing to be part of families’ love stories by always giving our customers what they want and adapting with the times — keeping up with new jewelry innovations and trends,” Murray says. “And, fingers crossed, hopefully one of my children will carry on our family’s legacy as well.”