From the proposal you'll always remember to the wedding bands that mark the beginning of a new life together, couples are looking for customized rings that reflect their own style and personality. And Strathroy's James O Poag Jewellers are experts at giving brides and grooms what they want. Since 1959, they've built up a great reputation for providing the best possible jewellery shopping experience to the many that come through their doors.

As a team, Gemologist Jenny Dortmans, Owners Jim and Jeff Poag, and their experienced goldsmiths, craftsmen and appraisers, Poag's focuses on their clients as much as they do on their incredible products. Through Poag's in-person or online stores you can create wish lists of your favourite styles and create a mock-up of exactly what your ring will look like – from cut to carat size. Poag's offers an incredible selection of items with over 3000 rings, 1000 gold chains, 800 watches, 500 clocks and much more – and if they don't have exactly what you want, they will custom-make it on-site (and at the lowest prices in Southwestern Ontario, according to Jenny). But that's not all; couples can also receive discounts on tons of other wedding items from invitations to wedding party gifts.

Whether you're visiting the Frank Street store or visiting Poag's online for your 'Online Shopping Appointment' (complete with web cam and diamond close-ups), it's easy to see why a bride would love this jewellery shop. We met with Jenny - who, by the way, is enthusiastic, friendly and definitely knows her gems! - and the Poag's team to learn more about why this company has managed to not only maintain their popularity but set new benchmarks in the art of catering to clients. Here's what we found out...

The history...

James O Poag, who was originally from Ridgetown, started out in the jewellery business by apprenticing in watch making and clock and jewellery repairs, which he did for five years. In 1959 he moved to Strathroy and opened James O Poag Jewellers, which originally began as a smaller store with both china and jewellery. Now, fifty years later, the business is still family run as James' sons, Jim and Jeff, currently own and manage it with the original philosophy in mind to create "Unforgettable moments... that's the power of Poag's".

Personally speaking...

Over the course of fifty years Poag's has managed to accumulate quite a bit of experienced staff. "We have two gemologists on staff as well as four goldsmiths and an appraiser," Jenny told us. "So anything can definitely be created for our couples - from unique wedding bands to personalized attendant gifts."

Jenny and Jim, both on-site Gemologists, studied through the Gemological Institute of America and hold the title of Graduate Gemologist. Jim is also an appraiser and has accreditation through the International Society of Appraisers, is a certified member of the National Association of Jewellery Appraisers and the Canadian Appraisal Professionals. Jeff, the head Goldsmith, was also trained at the Gemological Institute of America in the Jewellery Manufacturing Arts program.

On average, Jenny says that Poag's has probably supplied engagement rings, wedding bands and more to about 200-300 couples each year they have been in business. "We definitely enjoy helping brides and grooms during one of the most important and exciting times in their lives - from picking out the engagement ring and wedding bands, to finding the perfect invitation and gifts for those closest to them."

This passion for what they do is clear in the roster of awards they've achieved over the years. The store received the 2008 Chamber of Commerce Bell Technology Award for their interactive online shopping experience, which has also received a lot of media attention. They were also awarded the Strathroy & District Chamber of Commerce Customer Service Award in 2003. Jim has been given the International Society of Appraisers Outstanding Member Award as well as a Service Award.

Personalized style...

Because Poag's Jewellers sees every type of bride with different needs and ideas for their wedding their goal is to provide the best experience possible for each wedding couple who walks through their doors. Jenny told us that they do that "with friendly, experienced staff, amazing selection and great flexibility for anything [the couple] can dream of. We strive to meet any customer's needs - whether it be them coming into the store or communicating with them from home through the internet and our online technology." Poag's is more than happy to do this since they know that brides and grooms aren't always in the same place and are very busy people.

Such was the case for Brad Cunningham who purchased an engagement ring from Poag's and plans to buy wedding bands there as well for his June 2010 wedding. Brad bought the ring in person but had to correspond long distance with Jenny as he lives in Vancouver, which he says Poag's did during each stage of the ring making process. "I was able to work with Poag's as effortlessly as if they were around the corner," says Brad. Plus, when he visited the store, Brad was on a short timeframe and says that Jenny was able to educate him and show him many different diamonds and bands in that short time. What was most important, he says, "was that [Jenny] was able to custom-make the engagement ring to what I had in mind... They are able to fit any style that a person would want." He adds that Jenny was outstanding and professional and her personal touch made his experience wonderful.

Jenny says that Poag's is known for this reliable service, friendly staff and their huge selection of engagement rings and wedding bands. But in case you somehow don't find exactly what you're looking for in their inventory of 3000 rings, they can custom-make rings to suit your style. Jenny told us that 80% of the work they do at Poag's is custom. "One thing our couples love about us is the opportunity to find or specially design the perfect rings for their wedding."

"We really appreciated Poag's incredible selection of unique styles," say Amanda Keating and Jason Reynaert. They bought an engagement ring and wedding bands for their September 2009 wedding from Poag's. "There was no doubt in my mind that there was a ring in there for everyone!" says Amanda. She adds that "Poag's is definitely a warm, friendly atmosphere. You walk in and right away you're greeted with a warm smile." She also told us that Poag's is all about educating their customers and helping them to make the right decision. In fact, if Amanda had to sum up Poag's style in a couple of words, she would describe them as: "Experienced, down to earth and approachable... The staff is very good at figuring out your style and showing products that are going to reflect that."

What's in store...

One of the biggest selling points for Poag's Jewellers is their incredible selection of jewellery, especially engagement rings and wedding bands – all of which are very affordable for any wedding budget. In fact, Jenny told us that wedding sets start as low as $200 and can go up to $50,000. The average couple spends $2500 for a half carat ring at Poag's, and $600 each for wedding bands. Jenny says that they "guarantee the lowest prices in Southwestern Ontario."

"Poag's prices were incredible!" says Brad, who was literally shocked when they told him the price of the custom-made Palladium setting he ordered. Jenny reassured him that the price was correct and said that Poag's goal is to have the lowest prices. "And they did!" exclaims Brad.

Amanda told us that she was surprised by how many of the rings she loved and put on her wish list were within (and even below!) her fiancés budget.

Poag's offers a Bridal Package where, if you purchase your engagement ring or wedding bands from them, they give you a 20% discount on attendants' and family gifts, invitations, napkins, stationery, place cards and more from their printer. You can even save on wedding gifts for each other. "We also have a service for our brides for a complimentary ring cleaning and polishing so the rings are fantastic for the wedding day!" says Jenny.

In LOVE with Poag's I-Do Online Shopping Experience

When a company says they have a website and online store, you probably think of online orders based on photos of products. Poag's, on the other hand, takes online shopping to a different level entirely! "The website has also gone fully e-commerce... Our brides and grooms can shop right from home!" says Jenny. She told staff at The Ring that the Poag's shop is open for business, any time you want to shop.

On the website you can drag and drop stones in different settings into ring styles you like so you can get an idea of exactly what it is you want. But the coolest thing about Poags.com (and the part that's won them an award and attracted lots of media attention for the shop), is the I Do Online Shopping Experience' (OSE). Clients can book an online appointment with a Gemologist to talk about (and look at!) everything from cut and clarity to gold colour. You don't need special software – just a high speed internet connection and a phone. The rest is done from Poag's end of things.

"Previously you could only have person to person appointments at a local jewellery store if you had the time and if a gemologist was available. Poag's uses the latest video and microscopic technology to surpass the limitations encountered by all other online diamond shopping experiences," explains their website. Poag's OSE can show you all of the important things that you should consider when shopping for a diamond. They will even show you a live image of the actual diamond you're considering, compare clarity grade to appearance and show you the selected diamond in a number of different settings, among other things. Plus, you'll be able to ask questions and voice concerns live and in real-time with a professional and experienced Gemologist.

Wish upon a Poag's...

To make shopping even easier for you (as if they haven't made it easy enough already) Poag's offers an awesome wish list program – both in store and online – that keeps track of any and all of your wants and needs for your wedding and beyond. This is perfect for grooms who need a bit of help when choosing the engagement ring – brides can add their favourite styles to a wish list and grooms can go to the store to pick out the ring from that list. Couples can also keep track of gifts they want for the wedding, making shopping for each other a breeze when the time comes.

"The wish list is an awesome program that I didn't find anywhere else," says Amanda. "It was a huge stress reliever for Jason to be able to go in and instead of being stressed about which one to pick the wish list narrowed it down for him." And not only did Jason pick a ring that Amanda loved, but when others see it she says they all want to know where she got such a unique ring. Amanda is always quick to refer them to Poag's.

More than the name suggests...

Don't let the "Jewellers" in their name fool you as Poag's did start out by offering china too, which they continue to do along with clocks, lamps and more, all of which, on top of their unique jewellery options, would make great bridesmaid and groomsmen gifts.

Some of the options they offer for bridesmaids are a trinket box, music box, freshwater pearl jewellery, a Tiffany-style lamp and much more. Or for groomsmen, why not thank them with a gemstone globe, money clip, Swiss Army golf tool or cufflinks, among many others.

Walking you through it...

Jenny told us that a lot of their business comes from referrals from other couples and family members, which isn't surprising considering how long they have been a part of the local community. So, when it comes time for your engagement and wedding needs, you'll already know about Poag's; then all you have to do is stop by the store or shop online to narrow down what it is you want. Jenny says that many brides email ahead of time to make sure an expert will be available to talk with them, but just as many walk in the store and either is fine with Poag's.

Any sales person at Poag's can show you jewellery and answer general questions, but for specifics you would speak to Jenny, Jim or Jeff. The first time you stop by Poag's you'll be shown their endless selection and hopefully narrow your choice down to what you like best – even if that means customizing the style. If that's the case, Jenny says that they need a couple of months to make custom rings. Then, once you find what you love, you make a deposit of 20% and work out a payment plan that suits you, explains Jenny. Rings can be shipped via FedEx (insured) or arranged to be picked up.

With fifty years under their belt already and many more ahead of them, we asked Jenny how Poag's has managed to build up such a well-known and loved reputation, to which she replied: "We treat our brides and grooms with respect – give them the best possible service we can as well as the best prices. We try to do everything we can to meet their needs and make their wedding perfect!" Brad seems to agree with this as he told us that his experience with Poag's was incredible and he insists that all of his friends go there for their rings. "The personal nature of the creation of the ring - from inspiration to final product... I am doubtful I would have received elsewhere."

Details, details, details

• To ensure that your custom-made rings are ready in time, be sure to book an appointment or stop in at Poag's at least a couple of months before you need the rings to be ready.
• Once you've found the rings you love, a 20% deposit is due, with a customized payment plan to follow.
• Prices for wedding sets can start as low as $200 with the average engagement ring costing $2500 and wedding bands $600.
• You can book an online appointment with a Gemologist to see all of the characteristics of the exact diamond you're thinking about purchasing. You can even shop online from the comfort of your home!