CollectionsApr 03, 2026
Taylor Swift’s ‘Elizabeth Taylor’ Video Puts Jewelry Front and CenterIconic pieces, like the Mike Todd Diamond Tiara, appear in the superstar’s new music video for her song inspired by the actress.
SurveysNov 17, 2017
50 Jewelers/50 States: Wyoming
Located in the resort area of Jackson Hole, J.C. Jewelers experiences different consumer trends than the rest of the country.
J.C. Jewelers was founded in 1988 in Jackson, Wyoming by Jan and Jeter Case. The store occupies an 880-square-foot log cabin that dates to the 1930s. “We have four fabulous local women employees,” said Jan Case, “and that doesn’t include the jewelers in our studio where we make the jewelry.”
Jackson, Wyo.--In 50 Jewelers/50 States, National Jeweler interviews one retailer in each of the 50 U.S. states to find out how they are meeting the challenges of the changing retail environment.
J.C. Jewelers caters to both the local Jackson, Wyoming population and the many people from all over the world who have second homes in the Jackson Hole resort area.
The company was founded and is owned by wife-and-husband duo Jan and Jeter Case.
Jan worked in the custom jewelry business for a decade before her husband decided to join her. They went to the GIA, where Jeter studied jewelry manufacturing and Jan studied gemology.
“When he told me he wanted to become a jeweler,” Jan recounted, “I thought--we’ll go to school, we’ll live in Santa Monica for a year, that will be fun, and he’ll be in it for six months and he’ll say, ‘this isn’t for me.’ But immediately he had that design aspect that is just unbelievable. It was like he found his role in life.”
What started as a shop in the corner of a friend’s clothing store turned into today’s historic log cabin location, built in the 1930s, plus a design studio where Jeter and his team of jewelers create custom designs.
Jan spoke with National Jeweler about the uptick in their business over the last six months and what their customers are asking for.
National Jeweler: What’s the biggest challenge your store is facing today?
Jan Case: Right now we are having a growth spurt and we are having a really hard time just keeping up with it. We’re so busy.
Over the years, every year we’ve grown but this seems to be a bigger jump. Within the last six months we’ve been really inundated.
NJ: What’s the top-selling category and brand at your stores?
JC: The top-selling category for us is the custom bridal that my husband and his team of jewelers make. Our own work would be our top-selling brand.
We carry a couple of other artists at our store. Amali is wonderful. Alishan sells really well for us also.
NJ: Tell me about your regional customer.
JC: We’re fortunate that we have many types of customers. Jackson Hole is a resort. We attract not only Jackson locals and intermountain regional people but people from all over the world who have second homes here.
NJ: What’s the most popular style of engagement ring with your clientele?
JC: The
most popular rings for us are the custom, one-of-a-kind rings that my husband designs with the customers and that we make here.
I would say halo rings are still really popular.
We just made our son a custom wedding engagement ring and it’s rose gold with a custom-cut sapphire. We’ve been doing a lot of sapphire center stones. It’s really pretty. It’s in rose gold and platinum.
Round diamonds are the top-selling diamond shape. We’ve been doing a lot of rose gold with platinum accents and a lot of high-karat yellow gold, 18-karat and even up to 22-karat.
NJ: Which social media accounts are important to your stores?
JC: Both Facebook and Instagram. Facebook was the most important to us, but I feel like it’s changing to Instagram.
It really feels like two different age groups right now. Facebook feels like people my age--I’m in my 50s--and Instagram feels like younger clients.
NJ: Do you have e-commerce?
JC: We do not. We’ve found that most people want a personal experience with our custom work.
NJ: What’s the best piece of advice you’d offer to a fellow independent jeweler?
JC: I would say the most important thing that I think we have done is to keep learning and changing, and that is challenging.
NJ: What’s a fun fact about you we can share with our readers?
JC: I introduced my husband to the custom jewelry business. I had been in it for about 10 years when he joined me. He always tells people that he had to become a jeweler to support my taste in jewelry.
I would say halo rings are still really popular.
We just made our son a custom wedding engagement ring and it’s rose gold with a custom-cut sapphire. We’ve been doing a lot of sapphire center stones. It’s really pretty. It’s in rose gold and platinum.
Round diamonds are the top-selling diamond shape. We’ve been doing a lot of rose gold with platinum accents and a lot of high-karat yellow gold, 18-karat and even up to 22-karat.
NJ: Which social media accounts are important to your stores?
JC: Both Facebook and Instagram. Facebook was the most important to us, but I feel like it’s changing to Instagram.
It really feels like two different age groups right now. Facebook feels like people my age--I’m in my 50s--and Instagram feels like younger clients.
NJ: Do you have e-commerce?
JC: We do not. We’ve found that most people want a personal experience with our custom work.
NJ: What’s the best piece of advice you’d offer to a fellow independent jeweler?
JC: I would say the most important thing that I think we have done is to keep learning and changing, and that is challenging.
NJ: What’s a fun fact about you we can share with our readers?
JC: I introduced my husband to the custom jewelry business. I had been in it for about 10 years when he joined me. He always tells people that he had to become a jeweler to support my taste in jewelry.
More on Surveys
The Latest
MajorsApr 03, 2026
Saks Global Says It Will Emerge From Bankruptcy This SummerThe luxury retailer, which went Chapter 11 in January, announced Thursday that it has secured $500 million in exit financing.
Events & AwardsApr 03, 2026
JCK Luxury, NouvelleBox Partner on New Designer BallroomThe NouvelleBox ballroom will feature independent jewelry designers, including Lene Vibe, Wyld Box Jewelry, and Kiaia Limited.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
CollectionsApr 03, 2026
Buddha Mama Brings Its ‘Moon’ Locket To DallasThe one-of-a-kind locket, our Piece of the Week, opens to reveal three hidden images to keep close to your heart.
Weekly QuizApr 02, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsApr 02, 2026
Pandora Opens New Canadian Distribution Center Amid Tariff ConcernsThe new facility was also designed to better serve its growing customer base in Canada.
TrendsApr 02, 2026
Michelle Yeoh Fronts New Mikimoto Campaign The campaign is a tribute to the year 1893, when Kokichi Mikimoto created the world’s first cultured pearl.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
GradingApr 02, 2026
GIA Debuts New Campus in TaiwanIt is the only GIA school to offer the GIA Graduate Gemologist program in Chinese.
MajorsApr 02, 2026
DCA Launches ‘Second Spark’ Workforce InitiativeThe initiative connects veterans and parents returning to the workforce with careers in jewelry retail.
MajorsApr 02, 2026
Hoover & Strong Names New National Sales RepresentativeThe wholesale manufacturer and precious metals refiner has appointed Michael Angelo as its new national sales representative.
MajorsApr 01, 2026
Foundrae Sues Pandora for Allegedly Copying Its Medallion DesignsFoundrae also accused the jewelry giant of copying its mood board style of marketing.
AuctionsApr 01, 2026
John Jacob Astor IV’s Titanic Pocket Watch Heads to AuctionA Patek Philippe for Tiffany & Co. timepiece owned by the American businessman who died on the Titanic will be offered at Freeman's Chicago.
IndependentsApr 01, 2026
Zachary’s Jewelers’ Constance Polamalu to Release Children’s BookThe retailer’s Zach Bear gift comes to life in “Zach Bear and the Window Necklace,” which centers on curiosity, bravery, and helping.
Events & AwardsApr 01, 2026
AGA Opens 2026 Gemological Scholarship, Research Grant ApplicationsApplications are open for the AGA Gemological Scholarship Program through May 15, and until June 2027 for the Gemological Research Grant.
ColumnistsMar 31, 2026
Q1 Clues That Reveal Where Your Jewelry Store’s Sales Are Heading These customer behavior patterns say a lot about how successful your jewelry store is going to be this year, Emmanuel Raheb writes.
CollectionsMar 31, 2026
Mejuri Adds Silver to ‘Puzzle’ CollectionMejuri’s popular collection of 18-karat yellow gold vermeil rings debuted in sterling silver alongside new “Puzzle” slider charms.
CollectionsMar 31, 2026
Buddha Mama, Ashley Longshore to Host Pop-Up in DallasThe Miami-based jewelry brand and the NYC-based artist will be in Dallas from April 9-11.
SourcingMar 31, 2026
NDC Designates April 8 as 'World Diamond Day'The initiative invites those in the industry to share stories on social media highlighting the meaning and impact of natural diamonds.
SourcingMar 31, 2026
GIA VP Jillian Wolk to Take Over at Tracr Wolk’s first day on the job as CEO of Tracr, De Beers Group’s blockchain platform, will be May 1.
EditorsMar 30, 2026
Tom Moses Looks Back on His Decades at GIA Moses, who will leave the lab in May after nearly 50 years, discusses his start in the business, gemstones that stand out, and what’s next.
TrendsMar 30, 2026
Oscar Heyman Debuts First Spring CatalogThe new catalog, which showcases 35 one-of-a-kind pieces of jewelry, is a compliment to the company’s popular holiday catalog.
SourcingMar 30, 2026
Rio Tinto Hauls Last Load from DiavikProduction has ceased at the Canadian diamond mine, which has yielded more than 150 million carats of rough diamonds in its 23-year run.
MajorsMar 30, 2026
Tanishq Opens First New England LocationThe store opening marks the 10th United States location for the India-based jewelry retailer.
MajorsMar 27, 2026
Saks Global Has Changed Its Mind About Closing These 3 StoresTwo Saks Fifth Avenue locations, one in Florida and one in California, and one Neiman Marcus store are off the chopping block.
IndependentsMar 27, 2026
Jimmy West, Longtime LJG Executive Director, Dies at 72West, who started in the art department at the Leading Jewelers Guild in 1979, is remembered for his patience, kindness, and dedication.
CollectionsMar 27, 2026
Itä’s ‘Yarí Whirl’ Ring Tells Every Side of the StoryIn the “Tesoro” version of the ring, our Piece of the Week, each side of the gold hexagonal nugget has a unique colored gemstone design.
