Williams Custom Jewellery (Williams Distinctive Gems) first opened its doors in 1981 in Burlington, Ontario, Canada. Founded on the belief that jewellery has the power to create memories, increase confidence and enhance lifestyles, all of our inventory is personally selected by Graduate Gemologist Keith Williams. Keith studied in residence at the prestigious Gemological Institute of America (GIA) and is a member of the GIA Alumni Association. He began his gemological career as an apprentice at Canada's largest  diamond wholesaler in early 1982-1984 (Baumgolds), before going on to become Office Manager of Canada's largest diamond importer during the mid  1980's (Fabrikant). Keith continues to further his extensive knowledge of luxury design and industry trends through courses offered by the GIA and travels the world for inspiration.


Williams Custom Jewellery offers more than the pieces you see on our website! We also specialize in custom design. Book a one-on-one appointment with Keith to design your one-of-a-kind pieces!

Check out our other services:

  • Jewellery appraisals performed by professional GIA certified appraisers
  • Work closely with some of Canada’s largest property insurance companies to replace lost, stolen, or damaged jewellery
  • Polishing and re-plating your well-loved pieces
  • Repairs, re-sizing, routine check-ups and other general maintenance services to prevent the loss of any gemstones