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East Tennessee Diamond Company, the business that started with a dream and a tray of diamonds on the third floor of the Suntrust Bank building, became a staple on Main Street and is now celebrating 45 years of business.

With the encouragement of his wife Jean, Virgile Lee Harville started East Tennessee Diamond Company in 1978 after serving as the head of the jewelry department for Sterchi’s.

Harville began by taking a loan out on his house and purchasing a tray of diamonds, he then began meeting people by appointment only and used his knowledge and expertise to grow his business to where it is today.

Today, Harville’s son, Chris Harville carries on his father’s legacy by keeping the family business going for three generations.

Together, Harville and his daughter Ericka Harville Goode have kept East Tennessee Diamond Company thriving, even throughout Covid. During a time when many businesses weren’t making it, East Tennessee Diamond Company was stronger than ever and are known as one of the best jewelers in East Tennessee.

Goode says they owe their success to the community and the fact that generations of families have continued being loyal to them. Goode says often times young couples will come in to purchase their engagement rings from them because that’s where their fathers and grandfathers purchased theirs.

“Forty-five years is an accomplishment to have gotten that far, it’s about the community. We’ve got generations of families that are shopping with us and we wouldn’t be here without that. To keep that going is important. They could go anywhere but they chose to come here,” Goode said.

Goode went on to say that her father works hard to give back to the community, making it a priority for his business.

“My dad has always said that as much as we take out of the community it’s our responsibility to give back. He believes in that whole heartedly. We’re a big supporter of the super auction with the Boys and Girls Club, he donates to Food on Foot, Daily Bread, school systems and local church’s food pantries. It’s really important to him that we support who supports us,” Goode said.

Goode describes her dad as a man who puts others before himself and says he’s taught her a lot along the way.

“The majority of jewelry stores don’t make it past second generation, it’s very important that the legacy continues to live on, my grandfather worked so hard and they sacrificed to make sure the businesses has gotten to where it’s at, and my dad has worked hard too,” Goode said. I’ve seen him put employees first before himself. I’ve learned from him on how to go forward,” Goode reflected.

Goode says they are proud to reach this milestone of 45 years, and that they have plans to continue to evolve and don’t intend to slow down anytime soon.

“Eventually we’re going to get into being a custom in-house and doing custom work. Eventually we want to get to where we do everything custom in-house, currently we out source. We’ve bought the equipment and we’d just love to ultimately get to the point that we need to hire another jeweler.”

Goode says they look forward to continued success and serving the community in the coming days and that they couldn’t be happier with their home on Main Street.

“Main Street has built us. We are so happy where we are,” Goode said.