Whether by fate or happenstance, William Baxley’s journey into the jewelry industry began in 2010 when he had the opportunity to study jewelry repair under the tutelage of a renowned local jeweler. From that foundational experience, he developed a passion for the artistry and precision of fine jewelry, and in 2018, he launched Avonlea Jewelers in Lumberton, Texas, with a vision to provide exceptional craftsmanship and service.

William’s commitment to excellence is evident in his extensive education and certifications. He became a Certified Jewelry Professional through the Gemological Institute of America (GIA) and achieved the prestigious title of Master Stone Setter after completing advanced coursework at Stuller Incorporated from 2020 to 2022. In 2020, William earned the designation of American Gem Society (AGS) Registered Jeweler, a testament to his dedication to integrity and skill in the jewelry industry.

William’s creative vision extends beyond the jeweler’s bench. In 2024, he authored his debut novel, The Jeweler’s Secret, a young adult dark fantasy that draws inspiration from his deep understanding of craftsmanship and the transformative power of creation. Set in the mist-shrouded village of Grey Hollow, the story weaves themes of legacy, resilience, and mentorship with atmospheric world-building and morally complex characters.

Through Avonlea Jewelers, William enriches the Lumberton community, partnering with non-profit organizations and the Hardin County Rotary to provide scholarships and host inclusive events. His store stands as a testament to his artistic vision, work ethic, and passion for serving others.

Today, William continues to balance his dual roles as a jeweler and storyteller, crafting both fine jewelry and narratives that resonate with audiences seeking beauty, depth, and meaning.