“It’s simple. My goal is to create one of the most rewarding experiences imaginable. I give my time and attention to each client individually to truly understand their wants in order to excel at delivering the highest possible quality jewelry and service. Because my purpose is to give physical form to the emotions and feelings you have for one another.”
— Cub Root, owner & founder
Cub Root, C.G.,G.G.
founder, designer, gemologist
Cub is a second generation jeweler and founder of Form To Feeling LLC. He studied gemology in residence at the Gemological Institute of America in Carlsbad, California where he also earned his Graduate Pearls and Accredited Jewelry Professional diplomas. He is the firm's AGS titleholder as an AGS Certified Gemologist, and a member of the Accredited Gemologists Association. He is also the AGS Guild President of the Austin area. Cub has spent his entire life in the jewelry store gaining hands-on experience and knowledge of the industry. He is passionate about educating clients and being transparent with the entire process, and not making any sacrifices to quality.
Amy Root, MSN, FNP-C
branding, social, designer
Amy is a Nurse Practitioner by trade with degrees from Texas A&M, Texas Tech, and Vanderbilt University. Two years after Form To Feeling came to life, Cub realized he needed a second set of hands, eyes and brain for the behind the scenes business logistics. After attending numerous trade shows with Cub and finding a love for the story behind gemstones, their incredible color, and the relationships in the industry, Amy jumped right in to work alongside Cub to help the business grow. She now manages all things social including social media accounts, marketing, branding, private event planning, and partnerships. This has allowed Cub to focus his time and attention on client relationships, custom design projects, private designer showings, and continuing education. Amy is currently enrolled at GIA working on her Graduate Gemology degree. Additionally, she is in the process of designing a line for Form To Feeling to carry finished pieces.