Landmark business closing its doors

PORTALES — For 62 years, Woody’s Jewelry has been providing gifts to commemorate whatever needs celebrating around Roosevelt County.

But customers learned this month that the downtown staple will close Dec. 27.

Owner Danny Woodward took over the business in 1979 from his father H.L. Woodward, who started it upon his return to Portales from World War II in 1955.

“My father was a World War II vet, was wounded in the Battle of the Bulge, didn’t have many career options at the time, and this was one of them,” he said.

Woodward said he’s closing the business for the same reason he took over from his father: “Burnout.”

“We’re starting to get a little negative, and this place wasn’t built on negativity, and I don’t want it to go out on being negative,” he said.

“Here’s a prime example: Chris (Woodward, his wife) and I have been married 33 years, and have never gone to lunch together. The way we were raised in this place, an owner is always here. People don’t realize that.”

He doesn’t want anyone to think Woody’s was forced to close.

“We had a great year last year, and we’re up actually 12 percent over last year. Everybody wants to blame Amazon or the internet or Wal-Mart. That has nothing to do with it,” he said.

Having a constant presence in the store has meant the owners have played a role in countless pivotal decisions in the lives of area residents.

“It’s a fun business. It’s a feel-good product. You get to be a part of people getting married and celebrating birthdays, anniversaries. It’s a tremendous amount of fun,” said Chris Woodward.

Those customers helped Woody’s to endure over the years, according to Danny Woodward.

“The community and the customers made Woody’s Jewelry, not the other way around. We’d like to also think that we gave a good product and good service in order for them to come back,” he said.

Woody’s has watched the community through its successes and its struggles, always with an attitude of service, Danny Woodward said.

“We’ve been here long enough to watch the community go through peaks and valleys. They’ll continue to go through peaks and valleys. You’re gonna have up times, you’re gonna have down times,” he said.