American Express

Our Story

Some love stories begin with a diamond. Ours began with a dream — and a determination to share Alaska's most extraordinary treasures with the world.

THE BIRTH OF A LEGACY

Doug Robuck opened the doors to his first jewelry store in Alaska with a singular mission: to bring Alaska's families the finest jewelry and the expertise to match. What began as one man's dream quickly became the community's most trusted fine jewelry destination — a place where milestones were marked and memories were made.

RAISED IN THE CRAFT

Heather Robuck grew up behind the counter, learning the art of jewelry from her father. In 2004 she officially joined the business, working side by side with Doug and absorbing decades of knowledge, craftsmanship, and customer care. The store was in her blood — and she was determined to honor everything it stood for.

WHERE TWO WORLDS MET

Heather enrolled at the Gemological Institute of America — the world's foremost authority on gems and jewelry — to earn her GIA credentials and deepen her expertise. It was there she met Roy, a fellow GIA student who shared her passion for the craft. Two gemologists. One shared vision. A love story set in motion.

A NEW CHAPTER BEGINS

Heather and Roy married in 2013 and together took the helm of 5th Avenue Jewelers. Honoring the legacy Doug had spent decades building, they brought renewed energy, GIA-trained expertise, and a bold commitment to custom design — putting their own mark on a beloved institution while keeping its heart exactly where it had always been.

ALASKA'S JEWELER, STILL GOING STRONG

More than 55 years since its founding, 5th Avenue Jewelers remains Alaska's most beloved family-owned jewelry store — and its most decorated, earning the Best of Alaska award multiple years running. From natural gold quartz and Alaskan gold nugget jewelry to certified diamonds and custom engagement rings, Heather and Roy continue to serve the community with the same heart and craftsmanship that started it all.

Where It All Began

Doug Robuck opened the doors to his first jewelry store in Alaska with a singular mission: to offer Alaska's families the finest jewelry, the most knowledgeable service, and a place they could trust for every milestone that mattered. Over the decades, that vision took root — and flourished.

His daughter Heather grew up surrounded by the craft, learning the language of gemstones, gold, and craftsmanship from the man who built it all. By 2004, she had taken her place beside her father, working under his guidance and absorbing everything a lifetime of jeweling had taught him.

Two families, One shared legacy

For Heather and Roy, a passion for fine jewelry runs deep on both sides of the family.

Roy's father, Khalil Habib, dedicated 45 years of his life to the jewelry industry. In 1979, he studied at the original Gemological Institute of America (GIA) campus in Santa Monica. He began his career in his family's jewelry store before becoming a respected diamond and fine jewelry consultant.

Growing up surrounded by his father's knowledge and appreciation for diamonds and jewelry craftsmanship, Roy developed a deep respect for the artistry and traditions of the jewelry business.

When Heather and Roy's paths crossed at GIA, they brought together more than a shared passion for gemology. They united two families with generations of experience, a commitment to quality, and a genuine love for fine jewelry.

Today, that shared heritage continues to shape 5th Avenue Jewelers, where family tradition, expertise, and personal relationships remain at the heart of everything we do.

A GIA Love Story

In 2012, Heather did what only the most dedicated jewelers do — she enrolled at the Gemological Institute of America, the world's most respected authority on gems and jewelry. It was there, among facets and loupe lenses and the language of light, that she met Roy.

Two GIA alumni. One shared passion. In 2013, Heather and Roy married — and together, they took the helm of 5th Avenue Jewelers.

Inheriting a beloved institution is both a privilege and a responsibility; Heather and Roy understood both deeply. They honored everything Doug had built — the community trust, the quality, the decades of loyal relationships — while bringing their own expertise, energy, and vision to every corner of the store.

Today, 5th Avenue Jewelers is the rare thing: a second-generation family jeweler that has grown more exceptional with time. Two GIA-trained gemologists. Fifty-plus years of Alaskan roots. And an unwavering commitment to the craft that started it all.

Rooted in Alaska. Giving Back Always.

We are Alaska, and Alaska is us. This community has given our family so much — and giving back is not something we do occasionally. It is something we believe in deeply, consistently, and with our whole hearts.

From local sponsorships to community donations, 5th Avenue Jewelers is proud to invest in the state and the people who have supported us for generations. When you shop with us, you're supporting a local, family-owned business that pours that support right back into the community we both call home.

Where Every Love Story Deserves the Perfect Ring

Engagements. Weddings. Anniversaries. Births, graduations, milestones of every kind. For more than five decades, Alaskan families have trusted 5th Avenue Jewelers to mark their most important moments.

Our bridal collection features certified diamonds of exceptional quality, alongside designer engagement rings from the most respected names in the industry. And for those who want something truly one of a kind, our custom design studio — powered by CAD/CAM technology — brings your vision to life from the very first sketch to the final polish.

If you can dream it, we can make it.

Alaska's Gold, Our Obsession

There is no jewelry quite like Alaskan gold quartz and gold nugget jewelry — and nowhere quite like 5th Avenue Jewelers to find it.

Natural gold-in-quartz is one of earth's rarest phenomena: pure gold veins formed within white quartz over millions of years, found in only a handful of places on the planet. Alaskan placer gold nuggets, pulled from the rivers and streams of this remarkable state, carry the weight of history in every gram.

Heather and Roy have made these extraordinary materials central to what 5th Avenue Jewelers stands for. Each piece in our gold quartz and gold nugget collection is one of a kind — no two alike, each one a genuine piece of Alaska you can wear for a lifetime.

Our Achievements

Come See Us

We'd love to meet you — whether you're searching for the perfect engagement ring, dreaming of a custom design, or simply want to see Alaskan gold quartz in person for the very first time.