A family-owned custom jewelry shop at Watters Creek Village is marking its first year in Allen, a milestone founder Nabeel Louis Nasr traces to nearly five decades of family craft.

Louis G. Jewelry, at 907 Watters Creek Blvd., opened in August 2025 with a model that puts customers at the center of the design process. Rather than picking a finished piece from a case, shoppers work with the store's team of designers, jewelers and craftsmen from initial concept and stone selection through rendering and final production, Nasr told Community Impact.

"What really sets us apart is how much of the jewelry-making process we are able to bring directly to our clients," Nasr said. "We specialize in custom jewelry and work closely with our customers from the initial idea and stone selection through design, rendering and production."

The shop also offers engraving, personalization, cleaning, repair and restoration.

Nasr serves as president of Louis G. Jewelry. His brother, George Louis Nasr, leads design. The two named the store after their father, Louis George Nasr, who started working in wholesale jewelry in 1971 and opened Nasr Jewelers in Dallas in 1978. That original business grew into what the family describes as the largest independent jewelry company in Dallas, and its design house has served more than 250,000 families over four-plus decades, according to the company's website.

The Allen flagship goes beyond traditional retail. In a Voyage Dallas profile published Aug. 12, Nasr described the store as "immersive," with custom scents, digital storytelling screens and personalization services built into the shopping experience. The store also carries Nomination Jewelry from Italy, a brand Nasr said is exclusively available through Louis G. in the U.S.

Watters Creek Village continues to attract jewelry retailers. Gorjana, a California-based accessories brand, filed a $300,000 buildout permit at the shopping center in August and is expected to open a storefront there as well.

Louis G. Jewelry is open Monday through Saturday from 11 a.m. to 7 p.m. and Sunday from noon to 5 p.m. Residents can reach the store at (214) 785-7621.

Upcoming in Allen:

  • The Allen Police Department hosts a cornhole tournament benefiting Special Olympics on Monday, Aug. 17.
  • League of Legends Worlds is set to draw tens of thousands to the Allen corridor later this year.