Thirteen Decades in Diamonds

In 1892, Benton Clyde Clark, better known as B.C. Clark, opens his first jewelry business in the back of a five-and-dime store in Purcell, Indian Territory. The shingle advertising his shop proudly proclaims, “B.C. Clark, The Big Watch Jeweler.”

Oklahoma is granted statehood in 1907. Meanwhile, B.C. Clark is building his business. Driven by a passion for excellence and a commitment to giving every customer an exceptional experience, he sets out to become the most well-known jeweler in Oklahoma.

During the economic panic of 1913, B.C. Clark worries that his jewelry and watch business won’t be enough to sustain his growing family. He begins to offer other merchandise to keep his store’s traffic consistent, selling phonographs, pianos, the first General Electric refrigerators in the county, and Atwater Kent radios. B.C. also operates a car agency selling the sporty Apperson Jack Rabbit and other cars of the era. In everything BC Clark does, quality is his priority.

The 1920s is a turbulent decade. Oklahoma witnesses a boom era as the state taps into its abundant oil resources. As wealth from “black gold” pours in, a crop of “oil barons” emerges, staking an influential claim on Oklahoma. B.C. Clark opens his first shop in Oklahoma City in 1929. After the stock market crash of 1929, many Oklahoma businesses are forced to close their doors. But throughout the Depression, BC Clark remains solvent. Outside-the-box thinking assures a thriving business in the middle of the worst depression the country has suffered. In 1931, B.C. Clark Jr. joins the company at only 17, introducing the second generation of Clarks to customers.

In the early 1930s the railroads changed size requirements for watches providing opportunity. There was pride among the railroad inspectors to own the “newest” and “finest” watches from BC Clark. There was even a program that allowed railroad personnel to have payment withdrawn from their pay to purchase their watches. These partnerships and others like it, brought the company through a decade challenging for the entire country.

In 1942, B.C. Clark Jr. returns from the Navy and makes a plan to expand the business. In 1947, the company establishes a company policy that 3% of sales are donated to a customer’s church of choice. This tradition remains in effect today.

The 1950s is a decade in which BC Clark cements its status as an Oklahoma institution. The first Oklahoma City suburban location opened in the Mayfair shopping center in 1956. That same year the BC Clark Anniversary Sale Jingle debuted, which will go on to become an Oklahoma Christmas tradition. Dedicated to bringing customers the finest brands of uncompromising quality, BC Clark becomes an Official Rolex Jeweler in 1958.

B.C. Clark Sr. remains actively involved in the business until his passing in 1963 at 94 years old. Jim Clark joins the family business in 1966. That same year, the company introduces BC Clark limited edition Christmas Plates, which become instant collector’s items and another storied tradition held dear to many Oklahomans.

The 1970s spell a period of growth, including the move to new Downtown headquarters at 101 Park Avenue at Park and Broadway in 1974. In 1978, the Northpark Mall location is added.

The 1980s are dominated by the “Oil Bust.” Yet, BC Clark remains on solid footing. In 1988, the Mayfair store moves to Penn Square Mall. It’s also the decade BC Clark brings David Yurman jewelry to its customers, a globally-renown brand that remains a bestseller.

The 1990s bring a period of revitalization to Oklahoma City. BC Clark celebrates its 100th anniversary in 1992, and in 1995 Coleman Clark, today’s company president, joins the business. In 1998, the Pray for Rain engagement ring promotion is born, which has brought hundreds of free rings to customers since. And BC Clark joins the digital age when BCClark.com is launched. Mitchell Clark joins the business, and together, Jim, Coleman, and Mitchell usher the company into the 21st century. The Anniversary Jingle—still going strong—hits the national stage when Megan Mullaly sings it on The Tonight Show with Jay Leno in 2001.

In 2007, a new Downtown showroom opens across from The Skirvin Hilton hotel. In 2008, the economy took a hit signaling the beginning of the Great Recession. Thanks to the future-proofing mindset modeled by B.C. Clark Sr. all these years earlier, the third and fourth generation steered the company through the recession remaining stable and continuing to serve the community.

In 2014, the Northpark location gets an impressive new showroom. A family business for more than a century, BC Clark moves away from promoting Black Friday and introduces Family Friday in 2016, keeping stores closed so employees can be with their families. In 2019, BC Clark unveils The Heart of Oklahoma – an 18.92 carat, Internally Flawless, Fancy Intense Yellow diamond. Later that year, country superstar Carrie Underwood dons The Heart of Oklahoma diamond ring at the CMA’s while performing on stage. The COVID-19 global pandemic sends shock waves around the world in 2020. BC Clark responds with a message of Faith, Hope, and Love. In 2020, the Penn Square store moves to Classen Curve, BC Clark’s largest location to date. In 2022, BC Clark celebrates its 130th anniversary and reveals the 13 Decades in Diamonds bracelets as part of The Legacy Collection.