Being a jeweller is one of the oldest fine crafts. The profession has evolved greatly, and recently many jewellers have noticed a change. Today’s big, renowned names can make it hard for a small shops to make the difference. This isn’t the case for Steltman Jeweller, a jewellery store at Het Noordeinde in The Hague. It has been in business for nearly one hundred years.  “We want to involve people in the process of making jewellery. We never have to say ‘no’ to anyone,” says Erik Nieuwenhuys, head of the jewellery store. It is like selling emotions, Nieuwenhuys says. “People have to be sensitive to it. Every employee, the goldsmiths and gemologists, has to know everything there is to know about gems and all sorts of materials. When a client asks us something, we don’t look it up in a book.”