IndependentsMar 11, 2026
From the Jazz Age to the Information Age: London Jewelers Turns 100IndependentsApr 27, 2026
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.
IndependentsAug 26, 2025
Hinkamp Jewelers Celebrates 70 Years
IndependentsMay 22, 2025
Adeler Jewelers Celebrates 50 YearsMore on Independents
The Latest
SourcingOct 27, 2026
De Beers Celebrates the Holidays With New ‘Desert Diamonds’ CampaignThe “Icons” holiday campaign spotlights four classic diamond jewelry styles reimagined in “Desert Diamond” tones.
Events & AwardsOct 27, 2026
JFC Announces 2027 ‘Facets’ HonoreesThe annual fundraising event is slated for June 6, 2027, at The Venetian Resort in Las Vegas.
CollectionsOct 26, 2026
Bliss Lau’s ‘Vantage’ Point Is the Hawaiian HorizonIn her “Vantage” collection, Lau explores heritage, identity, and inner strength through designs featuring blue-green Guatemalan jade.
Brought to you by
A Diamond Is Forever Launches 2026 Holiday Campaign Championing Natural DiamondsA Diamond Is Forever's holiday campaign reimagines natural diamond icons for a new generation celebrating individuality.
MajorsOct 26, 2026
Tiffany & Co. Takes Consumers Behind the ScenesThe jeweler gave the public backstage tours of its flagship store and its design and innovation workshop as part of LVMH’s open house.
Weekly QuizOct 22, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsOct 26, 2026
Support JFC’s ‘Monster Mash Challenge,’ If You DareVote for which jewelry professional should dress up as a monster to support Jewelers for Children’s annual Halloween fundraiser.
MajorsOct 23, 2026
PGI USA Set to Close at Year’s EndThe closure is part of a global restructuring that also includes PGI winding down its operations in Japan, South Korea, and Hong Kong.
Brought to you by
Open an Account, Get $50 Off Your First Order. No Code Needed.Built on Relationships. Refined by Craft.
SourcingOct 23, 2026
Rachel Chalchinsky’s ‘Survivor Tribute’ RingThe ring, our Piece of the Week, was designed by eight-year breast cancer survivor Rachel Chalchinsky of Color Source Gems.
TechnologyOct 23, 2026
JA Unveils New Website, LogoThe website offers enhanced member benefit access, industry directories, educational resources, a job board, and access to the MJSA Journal.
FinancialsOct 23, 2026
Kering’s Jewelry Sales Up Double Digits in Q3Boucheron and Pomellato had a strong third quarter, with Kering looking at jewelry as an increasingly important part of its portfolio.
CrimeOct 22, 2026
Jeweler Shot and Killed in His Suburban Cincinnati Store Tara Sinchuri was the owner of Everest Jewels in Fairfield, Ohio, and a father of three. He was found dead in his store on Tuesday.
MajorsOct 22, 2026
Neiman Marcus Has Gifts for the Jewelry Lover Who Has EverythingBespoke experiences from Buccellati and Verdura are on the retailer’s 2026 “Fantasy Gifts” list.
Events & AwardsOct 22, 2026
JIS Fall 2026 Reports Record-Breaking Attendance The number of participants at the fall show was up 12 percent.
CollectionsOct 22, 2026
Billie Eilish, Finneas Co-Design Collection for John HardyThe Academy and Grammy award-winning siblings have collaborated with John Hardy on a new jewelry line inspired by their personal style.
PodcastsOct 21, 2026
Episode 10: This Episode Is Haunted Diana Singer shared the stories of two “cursed” diamonds on this month’s podcast, which was inexplicably riddled with technical issues.
IndependentsOct 21, 2026
Gardner-Collier Jewelry to Close After 9 Decades in BusinessThe family-owned jeweler has three locations across Missouri and Iowa.
SourcingOct 21, 2026
Venetia Mines Final Carats Ahead of 2-Year ShutdownThe De Beers-owned diamond mine in South Africa is being put on ice as part of a round of previously announced cost-cutting measures.
CollectionsOct 21, 2026
Helzberg, Nordstrom Carrying New Jewelry Collection From Off-WhiteThe collection centers designs with clean geometric lines, chunky sculptural pieces, and recognizable details from the luxury fashion brand.
SourcingOct 21, 2026
Gemfields’ Mixed-Quality Ruby Auction Earns $52MThe miner said it saw particularly strong prices for larger, fine-quality rubies at the sale.
CrimeOct 20, 2026
Security Guard Charged With Murder in Shooting at Texas MallThe guard opened fire on a man who was smashing a jewelry display case at La Gran Plaza in Fort Worth last week, police said.
IndependentsOct 20, 2026
David Gardner’s Jewelers Unveils Newly Expanded, Revamped ShowroomThe Texas jeweler added 2,000 square feet to its reimagined showroom, complete with a new design studio and an event space.
SourcingOct 20, 2026
The $50M Victoria’s Secret ‘Fantasy Bra’ By The NumbersJacob & Co.'s diamond masterpiece is the most expensive Fantasy Bra ever worn on the Victoria’s Secret Fashion Show runway.
CollectionsOct 20, 2026
Mignon Faget’s Collection Chooses Handmade Over AIThe “Atelier” collection was inspired by the tools, rituals, and objects in an artist’s studio as a quiet rebuttal to an automated world.
MajorsOct 19, 2026
The Knot to Acquire Rival Wedding Planning Platform ZolaThe pending acquisition is an “exciting opportunity” for wedding vendors to grow their business, said The Knot Worldwide’s CEO.
SourcingOct 19, 2026
Jewelry Design Competition Show Airs in Thailand"The Secret Gems" features eight Thai jewelry brands paired with a team of young craftspeople who create jewelry together to win challenges.
CollectionsOct 19, 2026
John Hardy Enters the Medallion Chat With Talisman Collection The brand’s “Modern Talisman” capsule collection introduces pendants inspired by the mythology, natural world, and spiritual ethos of Bali.
