Jelvus Grinch was a merchant selling his goods in Waterdeep when his native city of Neverwinter suffered a calamity, 30 years ago. He returned immediately, putting both his gold and his muscles to work helping to save the city. He was recognized as a leader, and referred to by many as the “First Citizen of Neverwinter.”
When Dagult Neverember arrived to rebuild the city, he recognized Jelvus as an important person to bring over to his side. Neverember recognized Jelvus’s leadership and accomplishments by making him New Neverwinter’s sheriff.
He seems a friendly, attentive man.
Where trade or the safety of the city's concerned he's ruthless.