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
Policies & IssuesOct 06, 2026
6 Charged in Connection to String of New Jersey Smash-and-GrabsThe alleged thieves used crow bars and sledgehammers to smash into jewelry stores across the state.
ColumnistsOct 06, 2026
Sherry Smith: Is the Consumer Really Trading Up?Ahead of the holidays, Smith urges jewelers to take a hard look at who’s buying jewelry, what they’re purchasing, and who’s stopped buying.
SourcingOct 06, 2026
DDG Taps Influencers for ‘My Diamond Does Good’ CampaignIn the new consumer-facing campaign, four fashion and lifestyle creators share the stories behind their natural diamond pieces.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
MajorsOct 06, 2026
Frederick Goldman Names COO, CMOFGI President John Orrico is also leaving the company after more than 13 years.
Weekly QuizOct 01, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsOct 06, 2026
JIS Fall Returns to MiamiThe 2026 edition will feature presentations on alternative materials and design trends, as well as pop-up activations on the show floor.
SourcingOct 05, 2026
De Beers to Take Full Ownership of Gahcho KuéIt is the last fully operational diamond mine in Canada following the recent closures of Ekati and Diavik.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
AuctionsOct 05, 2026
The Star Cats of the Sandy Lerner AuctionThese jewels stood out at Bonhams’ sale of the cat-loving tech entrepreneur’s collection of objects depicting the feline form.
CollectionsOct 05, 2026
Sorellina Writes Another Love Letter for ‘Postscript’ CollectionThe fine jewelry brand has expanded the collection that debuted at Couture with four new designs based on its most popular styles.
SourcingOct 05, 2026
Bruce Bridges Joins CIBJO BoardThe AGTA president was elected for a two-year term on the board of directors.
SourcingOct 02, 2026
De Beers, National Geographic Society Renew Okavango Eternal Partnership The partnership, a pledge to protect Africa’s Okavango River Basin, has been extended for an additional five years.
MajorsOct 02, 2026
Pandora Opens New $150M Manufacturing Facility in VietnamThe new facility, its first outside of Thailand, will boost its manufacturing capacity by 50 percent.
TrendsOct 02, 2026
Hearts On Fire Celebrates 30th Anniversary With Heart PendantThe special-edition “Dream” pendant, our Piece of the Week, was created to mark Hearts On Fire’s 30-year milestone with 30 diamonds.
CrimeOct 01, 2026
Police Looking for 4 Suspects in $600K Smash-and-Grab RobberyDubai Jewelers in Springfield, Virginia, was once again the target of an armed robbery.
SurveysOct 01, 2026
Rolex Ranks Among Most Recommended Brands in US, Survey Says YouGov’s 2026 U.S. Most Recommended Brands report’s out, and a fast-fashion giant is sitting at No. 1 while Rolex is just shy of the top 5.
SourcingOct 01, 2026
Columbia Gem House Opens ‘Cutting Toward Change’ FundraiserProceeds from its jewelry raffle will benefit an organization working in India to combat silicosis, a lung disease affecting stone cutters.
TrendsOct 01, 2026
Carolina Hurricanes’ Championship Ring Reveals Hidden Hockey Puck PendantThe rings, crafted by Jason of Beverly Hills, celebrate the hockey team’s Stanley Cup win with design elements that honor its traditions.
TrendsOct 01, 2026
Amanda’s Style File: October’s Color Range This roundup of birthstone jewelry for October features vibrant tourmalines and opals with personality.
SourcingSep 30, 2026
Botswana’s President, De Beers CEO Say Diamond Demand Is RecoveringPresident Duma Boko spoke at back-to-back events in the city last week, touting Botswana’s stability and the diamond “bounceback.”
CollectionsSep 30, 2026
Oscar Heyman’s Holiday Book Is ‘A Living Archive’ The catalog showcases 112 new, one-of-a-kind pieces amid highlights from the jeweler’s historic archive.
SourcingSep 30, 2026
Gemfields Posts $98.5M Loss, Writes Down Value of Ruby MineIts Montepuez Ruby Mining operation in Mozambique, which is not yielding enough high-quality rubies, has taken a $125 million hit.
SurveysSep 30, 2026
Consumer Confidence Falls to 12-Year Low in SeptemberThose surveyed were worried about the present and the future, with write-in responses mentioning high oil and gas prices.
Events & AwardsSep 30, 2026
Jewelers of America, JA New York to Host Networking EventThe event will take place on the evening of Oct. 26 in New York City.
AuctionsSep 29, 2026
Dionne Warwick’s Jewelry Goes Up for AuctionOnline bidding is open now for Julien’s sale of items owned by the “Walk On By” singer, whose final album comes out this fall.
Events & AwardsSep 29, 2026
Matt Stuller to Receive 2027 Gem Award for Lifetime AchievementThe founder and executive chairman of Stuller Inc. is being honored for his impact on the jewelry industry at the 25th annual Gem Awards.
ColumnistsSep 29, 2026
Your Holiday Marketing Has a Bridal Blind SpotDecember is the most popular month to propose, and jewelers need to keep that in mind when planning their holiday marketing.
