b'Lauren Eulau and Paul SchneiderYoull have to come down to L.A. We went to her office andShe says working with Twist is, a humbling experience in to her home and met her kids, and we loved the jewelry. so many ways because they are just pillars in our industry. Waterman says, I just liked how honest theyI have so much respect for everything they have done seemed. Theirs was a small business like mine. Imand grown. not looking for the regular kind of people to sell my jewelry. They seemed fearless. Investing in the FutureSo fearless that they were willing to payTwist opened a second Portland location at the $20,000 purchase order minimum, farthe Pioneer Place shopping center in 1990 when more than the orders Twist placed at thatit was the pinnacle of the citys retail scene. time for fashion jewelry. Waterman brokeAcknowledging their identity was now her own rules when she let them pay infirm as a jewelry store, they finally parted installments.with the name Clay Trade, opting for Shes still our No. 1 designerTwist instead. (For more on how 25 years later, says Schneider.they chose the name Twist, Shes still influential. Weresee the story on page 36.) close to her family. Shes justThey stayed at Pioneer as creative now as she wasPlace for about 20 years and then.Polly Walescontinued to operate their unique Today, Twist stocks more than 120 de- artistry madeNorthwest Portland store as signers. Colleagues recognize the businessher a naturalwell, moving it across the street fit for designer as a special advocate for artists.advocates Twist.to their current spot in 1994.I think Twist is the biggest champion ofPictured is anIn 2000, they branched 18-karat gold and craftsmanship and designer jewelry in Ameri- sapphire ring fromout farther, opening a store ca, says Polly Wales, who has worked with thethe designer.in Seattle. retailer for about a decade. Flynn Petropoulos explains, I think they truly believe in the designers theyThey have this incredible support and believe in the work they produce, not just in what the designers can do for them. I think that makes them true champions. Twists non-traditional point Twist is well known in the industry forof view is apparent not buying on consignment. (They allowthroughout their Richard Altuna-some designers to supplement their buysdesigned stores. with consignment pieces on a case-by-case basis, though they prefer not to.) Many attribute Schneider and Eulaus design-er-friendly attitude to the fact that theyWE GRADE THE WORLDSbegan their careers as artists. I think thats what sets them apart, says Wales. It gives them the ability to sell designers work with a passion andMOST PRECIOUS DIAMONDS,understanding that is hard to find other-wise. Because of that they also have a huge amount of integrity in what they do.Weve lived that life, SchneiderINCLUDING YOURS.explains of the companys affinity for designers. Weve been there. Our whole upbringing was as people on that side of the bench. We love that. We honor that.Flynn Petropoulos, of Necessary Ex-cess, has been acquainted with Twist sinceFeel confident youre choosing the best withshe joined the jewelry industry. She begana diamond graded by the experts at GIA.working with them professionally about four years ago. Now, Twist stocks about six of the brands she represents.learn moreContinued on page 33 GIA.edu/diamondexperts30 RETAILER HALL OF FAME 20222022 GIA. GIA, the GIA logo and Gemological Institute of America are registered trademarks of Gemological Institute of America, Inc.LAB210059_GIA_US_ENG_Couple1_1Page_NJ_HOF_Right.indd 1 5/18/22 9:20 AM'