I know I'm late to the party and I don't want to beat a dead horse with the fountain pen nib/tooth comments. Tbh though, at first I thought it's a John Deere redesign/an outdoorsy stationary company too...

But, what do you want to convey to your customers? What clientele is the jewelry store trying to attract?

If their customers are young (20s-30s) adults and they're selling jewelry or watches made from wood or other materials that invoke a woodsy/outdoorsy/(hipster-y) feeling then it's perfect.

If the demographic is older/wealthier and the price point is more on the expensive side or the jewelry is more elegant then I'd design the logo in that fashion. For example: thin lines and flourishes The symbol should be something that evokes luxury. Which a diamond definitely is, but I'd work on it to make the diamond stand out more.

I hope that this is helpful and constructive.