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Longnecker Jewelry Celebrates 30 Years
In honor of the milestone, the Nebraska jeweler has debuted Leslie & Co., its new in-house jewelry brand.
Longnecker Jewelry in McCook, Nebraska, is celebrating its 30th anniversary by introducing a new in-house jewelry brand.
McCook, Neb.—Longnecker Jewelry in McCook, Nebraska, is celebrating 30 years in business.
Founder Bill Longnecker opened the jewelry store in August 1996 with “a single jeweler and no customers,” he said.
When the doors opened, he had six direct jewelry competitors. To stand out, he focused on craftsmanship, personal service, and artistic integrity.
The competition has faded, and Longnecker Jewelry is now a go-to jeweler in the region, which includes Southwest Nebraska and Northwest Kansas.
The jeweler has built up its business over the last three decades, garnering a customer base of more than 15,000.
A willingness to embrace state-of-the-art technology, like advanced design systems and precision fabrication tools, has been a boon to its business, allowing it to remain competitive while still preserving traditional bench skills, said the jeweler.
Consistent reinvestment and attention to quality have also driven the business forward.
The jeweler is also active in the McCook community, supporting local causes.
To celebrate its milestone anniversary, the jeweler is introducing Leslie & Co., its in-house jewelry brand.
Founder Bill Longnecker opened the jewelry store in August 1996 with “a single jeweler and no customers,” he said.
When the doors opened, he had six direct jewelry competitors. To stand out, he focused on craftsmanship, personal service, and artistic integrity.
The competition has faded, and Longnecker Jewelry is now a go-to jeweler in the region, which includes Southwest Nebraska and Northwest Kansas.
The jeweler has built up its business over the last three decades, garnering a customer base of more than 15,000.
A willingness to embrace state-of-the-art technology, like advanced design systems and precision fabrication tools, has been a boon to its business, allowing it to remain competitive while still preserving traditional bench skills, said the jeweler.
Consistent reinvestment and attention to quality have also driven the business forward.
The jeweler is also active in the McCook community, supporting local causes.
To celebrate its milestone anniversary, the jeweler is introducing Leslie & Co., its in-house jewelry brand.
The "Siren" ring from Leslie & Co., the retailer’s new in-house jewelry brand
The logo for Leslie & Co.
Though he goes by Bill, Longnecker’s first name is Leslie, a little-known fact, and the “& Co.” is a nod to his two jewelers that handle the casting, finishing, and setting.
It’s a team effort, said Longnecker, who wanted to recognize their contributions.
He was inspired to launch the collection after acquiring a TopCast TVC-3d casting machine five years ago.
“At first, I didn’t realize that casting with this equipment required a minimum of 2.5 ounces of metal, which meant we had to produce several pieces at once,” he explained in an email to National Jeweler.
“Embracing this challenge, we started to include some of our own original creations in our stock. The response from our clientele was overwhelming—our designs quickly became the bestselling line in the store over the past two years. It became clear that our collection deserved its own identity, which led us to establish Leslie & Co. as a distinct brand.”
The pieces are designed and crafted in the jeweler’s hometown, showcasing style, innovation, and “Midwestern authenticity.”
“Every Leslie & Co. piece tells a story of local craftsmanship, artistic vision, and the belief that meaningful jewelry should be as personal as the people who wear it,” said the jeweler.
The line includes engagement rings as well as fashion jewelry set with diamonds and gemstones.
The inspiration for the designs varies widely, from nature’s beauty, like flowers and Nebraska’s Red Willow Creek, to Halley’s Comet and other celestial designs.
Famous figures, including the late Princess Diana and dance partners Fred Astaire and Ginger Rogers, as well as the fictional Arwen from The Lord of the Rings series, also inspired some of the jewelry designs.
“As Longnecker Jewelry celebrates 30 years, the focus remains firmly on the future—continuing to innovate, serve, and inspire while staying rooted in the values that built the business from the ground up,” said the jeweler.
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