Towne and Country Jewelers is not just another store where you can get run-of-the-mill baubles, bangles and jewels. The owner, James Sinerate, creates custom jewelry for his clients and it all starts with a hand drawn sketch. He interviews his clients to find out what they want the piece to look like, and whether or not they will be using their own stones or if he will provide them. Sinerate meticulously draws every detail in color and presents the illustration to the client for approval. He takes great pride in his work, and when the custom piece if jewelry is done he delivers it in a unique way.

Background: Sinerate grew up in Waltham and has worked in the jewelry business since he was 16. He is a registered jeweler and a past president of the Massachusetts Jewelers Association.

Business description: "We design and make a lot of the jewelry as well as make repairs to existing jewelry. We sell diamonds, gold, silver, and repair high-end watches. Our concept is very different from other jewelry stores in the malls. We can be very flexible with our customers, and that's what sets us apart from the rest."

Business history: "I started the business in November of 1977, at this location. I lived in Northborough, saw this plaza being built, and decided to open a store here. I did so with the help from my godfather and father-in law. Thirteen years ago I joined the Independent Jewelers Organization to keep current with my peers and vendors, and to learn of new products and the latest methods and techniques of this industry."

What motivated you to buy/start a business? "My wife has always been a big supporter and was the one who said to give it a try. If it weren't for her willingness to sacrifice in the beginning, I probably would have just worked somewhere in a '9-5' job and never started the business." Why did you choose this Business? "I began in this trade as a kid and sort of liked it. I liked the philosophy of my old boss, John Granger, who ran the Robert B. Johnson Jewelry Co. in Waltham where we were known for servicing the carriage trade." Question most often asked by your customers? "When can I have it?" The answer: "Give me a date! We try to accommodate our customers and usually succeed" Most common misconception customers have: "People think the items we [jewelers in general] offer are inflated in price. The public gets this from seeing some stores out there offering merchandise for 60 to 70 percent off. Common sense tells us that nobody could survive if they got 70 percent off their paycheck. I don't mark my prices up to mark them down - I never did, and never will." I learned the most about running a business by/from: "My former boss, John Granger, and my godfather, Sal Spirio." Best advice I ever got: "My wife told me to believe in myself and take a chance at going into business." The key to success is: "Always be honest with with your customers and treat them with respect, regardless of their age."