COEUR DALENEThe name Coeur dAlene can be difficult for first-timers to pronounce, and its meaning, heart of the awl, is obscure and kind of chilling.


Some say it makes for pretty nice jewelry, though.


Inspired by the translation, Coeur dAlene jewelers Cheryl and Ken Burchell, of Cheryl Burchell Goldsmiths, have created a copyrighted pendant design they call Heart Like an Awl.


The design features a heart, pierced from the top by an awl (a pointed tool), wrought in either gold or silver.


Theyve been selling the pendants since they opened their retail store, at 110 N. Fourth, a year and a half ago, they say.


The minute we thought of opening the store, we thought we had to produce some memento jewelry, Ken Burchell says. Coeur dAlene is fortunate to have a fascinating history.


Accompanying each pendant is a card explaining how Coeur dAlene got its name: Iroquois Indian guides told French fur traders that the Schee-Schu-Umsh Indians of whats now North Idaho had hearts (in French, coeur) as sharp as the point of an awl (in French, alene), referring to their sharp trading practices.


The Heart Like an Awl pendants sell from $29 for the smallest size made in silver to $225 for the largest of the line made of gold. Cheryl even produced a special diamond-studded version for one customer.


Weve had a ball with it, she says. People phone in from all over the country, and we sell tons to locals.


Confirms Ken, Weve sold a boatload of those puppies.


Two Web-based businesses


Although popular, the Heart Like an Awl is only part of the Burchells overall business.


The couples small shop carries fine jewelry designed by both of them and produced by Cheryl in a workshop near their store. Cheryl Burchell Goldsmiths doesnt carry watches, clocks, silver cups, or other typical jewelry-store merchandiseit sells just the Burchells own line of jewelry, plus three other lines. In addition, Cheryl Burchell Goldsmiths provides a range of jewelry services, such as valuation appraisals, restoration, and repair, as well as custom designs.


The Burchells also have two Web-based businesses, which they say are profitable. One sells heraldic, or family-history, jewelry designed and produced by the Burchells and including such things as signet rings and pendants that feature a family coat-of-arms. The other Web site sells Buddhist religious supplies, since both Burchells are long-time practicing Buddhists.


Now that their retail jewelry business is launched, they hope to expand the wholesale side of their operation by providing design and production services to other jewelry stores in the region.


Although Cheryl currently is the businesss lone goldsmithsomeone who fashions objects out of goldthey anticipate hiring others as their wholesale operation grows.


The Burchells also want to start marketing jewelry services, such as appraisals and repairs, over the Internet, Ken says.


There are not that many people selling jewelry services (over the Internet), Ken says, and most people dont have access to a fine goldsmith.


In addition, Cheryl hopes to begin selling some of her jewelry in the Seattle area, and to enter her designs in nationwide competitions. This will be a great year for designing for me, she predicts.


Learning goldsmithing


Cheryl has been designing jewelry for 25 years, and learned the goldsmith trade during a five-year apprenticeship in San Luis Obispo, Calif.


Goldsmithing is an ancient trade that still is taught in the traditional way, the Burchells explain: In this business, you learn from other masters who are around you, Cheryl says.


She worked with another designer in a jewelry store in Santa Barbara, Calif., and met Ken, who was a gemstone, or loose goods, dealer there. She and her partner taught Ken the goldsmith trade, although he isnt doing any goldsmithing in the couples retail business currently. In 1980, the Burchells opened their own jewelry store there, called CAL Arts Jewelry.


Ken, who originally was from Spokane, wanted to return to the Northwest to raise the couples two children, so the Burchells moved to Coeur dAlene in 1987. He went to work for Hemmingmoores Originals, in Spokane, while Cheryl ran a small wholesale goldsmith business out of their home and worked part time in other jewelry stores. They opened their goldsmith workshop three years ago.


The Burchells say a good deal of their business comes from designing custom pieces for people. Cheryl, for example, recently finished crafting a new setting for a large diamond that a woman inherited from her mother, which is a common scenario, she says. Ken recently designed a pendant to utilize pearls that a woman had left over after having Cheryl Burchell Goldsmiths shorten her pearl necklace.


Much of the shops custom work comes from women who have something in particular in mind, Cheryl says.


Those are my gals, she says. They see you have a flair theyre looking for.


Designing and creating jewelry can be draining, Cheryl says, because, youre constantly under this stress that you could goof it up.


When things go well, that makes the trade rewarding, Ken says: You put so much of yourself into the process that each one you deliver becomes your favorite to date.


He says, Thats when the business is absolutely the best and Cheryl adds, When they love it.