Gems by Joyce doesn't refer to a store full of diamond rings, but you could say every stitch of hand embroidery done by Joyce Paulson is a jewel.

Paulson, who opened her custom stitch shop, Gems by Joyce, on Center Street, has taken a longtime crafts hobby and parlayed it into a business.

"I'd always wanted a shop because our house was becoming a craft house," she said.

She sells hats, shirts, vests and many other custom creations, all hand and machine embroidered, as well as taking orders from customers. Her creations, she said, are not found in any big box store.

"It's a fun store. I want this store to feel happy when they walk in," she said. "I try to carry stuff others don't have."

She's been doing craft shows since the early 1990s, creating wearable art that is personalized and customized. Not many people are doing embroidery anymore, she said, and when it's done right, it lasts forever. It can take three hours to embellish a special piece of clothing with rhinestones and studs and artwork.

"It's fun. It brings a lot of pleasure when you make something and you know somebody's going to enjoy it. There's a lot of satisfaction."

Her promise to customers is ingrained in how she lives her life, which is always do your best and always be honest.

She takes special orders and also has clothing ready to sell off the rack in the store, including pillows, aprons, shirts and baby items. Paulson also plans to teach classes in embroidery and will stock supplies for the crafty types.

Gems by Joyce also carries inexpensive jewelry by Cookie Lee, a line of fashion accessories that is "really starting to catch on in this area," Paulson said. The store stocks the popular Northern Lights scented candles.

Paulson is a lifelong Fallon resident, and her family has been in business in the valley since 1938 as owners and operators of Huck Salt.

She likes the downtown location and the store is easy to find. She tells customers it's right across from La Fiesta and they can't miss it.

"This is a place where you're really welcome. Whether you buy anything or not, stop in and say hi."

The store, located at 55-65 W. Center St., is open from 10 a.m. to 6 p.m. Tuesday through Saturday.