In 1912, Nellie Brown began Brown’s Loans in Council Bluffs, Iowa. Nellie passed the business down to her sons, George and Melvin. Melvin ran the pawn and jewelry business, mentoring his son, Steve, until Steve left to pursue his interest in music by opening Brown’s Music. He also followed his love of thoroughbred racehorses, which eventually led his family to Shreveport, Louisiana, in the late ’80s.
Steve’s appreciation and passion for the art of jewelry stayed with him. In 2000, he created his own version of the family business, selling jewelry online before opening his first store in Shreveport in 2008. Today, Steve and his sons, Jordan and Nicholas, continue the family legacy in the Shreveport-Bossier community they love in a gorgeously renovated space at the corner of Pierremont Road and Fairfield Avenue.
An elegant black-and-white exterior gives way to the warmth of the showroom that draws you in. Gorgeously appointed niches house treasures ranging from crystal, silver, artwork and heirloom memorabilia to magnificent jewelry. Each display area is a work of art in itself, with antiques and mementos tucked among exquisite pieces in a wide range of prices. It is easy to see the architectural influence of Nicholas and Jordan throughout the setting.
“Vintage one-of-a-kind and estate jewelry is really our specialty,” Jordan Brown says. “We buy fine jewelry, diamonds and watches from private individuals, jewelry shows and vendors that come into our shop. We also buy or allow trade-ins on broken or dated jewelry. Depending on the piece, after a thorough inspection, we will decide whether to refurbish it, repurpose it or simply leave it as it is. If someone requests that it be refurbished after purchasing, we are happy to provide that service. For instance, we recently altered an antique Art Deco diamond bar from a brooch into a pendant necklace, which may be more relevant to fashion trends.”
Master jeweler Gene Lemmons serves as their in-house expert with 37 years of experience.
“In regard to our family,” adds Jordan, who manages the business with his brother Nicholas, “the next generation has built upon the wisdom and tradition of the last and continues to add more experience and knowledge based on our particular interests and pursuits.
“For instance, our father, who currently serves as president, gained a wealth of knowledge going out on his own to build a successful retail music store, followed by building a successful team with our mother in breeding and training thoroughbred racehorses and finally being a successful finance manager in car dealerships. My brother and I have brought our training and knowledge from our field in architecture and design to the business. We’ve enjoyed the trust that we all share together as well as watching the business and ourselves grow as a result of shared failures and successes.”
Settling into the area that the family has called home also means finding a way to give back.
“We love to support our local community,” Jordan says. “For many years, we’ve donated to the Dream Hunt Foundation and recently donated to the Tiffany Strong Scholarship Foundation. We’re big animal lovers and have donated to Robinson’s Rescue Annual Best in Sheaux event.”
“We hope our customers leave with a sense of knowledge on the craftsmanship, artistry and ethical sourcing of the jewelry, as well as trust, confidence and a new emotional relationship that celebrates a life moment rather than just a passing transaction.”
“For over a century, our family has honored, served and earned the trust of many people and families with their stories and milestones,” Jordan says. “We will continue to ensure that every piece of jewelry reflects our family’s expertise and integrity.
“We think Nellie and Melvin would be very proud of what the business has evolved into. They would be especially proud that we have built it as a family and continue to practice the knowledge and wisdom that they passed down to us while embracing new innovations and relationships.”
Once Upon a Diamond is located at 1003 Pierremont Road in Shreveport. Hours are Tuesday through Friday from 10 a.m. to 5:30 p.m. and Saturday from 10 a.m. to 4 p.m. Find them on eBay, Ruby Lane and onceuponadiamond.com, or call 318-868-4945.
This article was originally published in the June 2026 issue of Three18 Insider magazine.
