CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry HeistThe heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.
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
AuctionsJun 18, 2025
Historic ‘Marie-Thérèse Pink’ Diamond Fetches $14M at Christie’sThe 10-carat fancy purple-pink diamond with potential links to Marie Antoinette headlined the white-glove jewelry auction this week.
EditorsJun 18, 2025
Q&A: Caryl Capeci Dives Into Cruise Jewelry ShoppingThe Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
AuctionsJun 18, 2025
16th-Century ‘Gresham Grasshopper’ Ring Sells for $56KThe historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.
Weekly QuizJun 12, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJun 18, 2025
Kirk Kara Celebrates 135 Years With New JewelsTo mark the milestone, the brand is introducing new non-bridal fine jewelry designs for the first time in two decades.
SourcingJun 18, 2025
Gemfields Sells 36-Carat Rough RubyThe gemstone is the third most valuable ruby to come out of the Montepuez mine, Gemfields said.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
TechnologyJun 18, 2025
Alex Brown Named President of Smithee GroupFounder and longtime CEO Ben Smithee will stay with the agency, transitioning into the role of founding partner and strategic advisor.
EditorsJun 17, 2025
The Best New Jewelry from Couture 2025, Part 1Associate Editor Natalie Francisco shares 20 of her favorite pieces from the jewelry collections that debuted at Couture.
ColumnistsJun 17, 2025
Peter Smith: Is Your Comp Plan a Hiring Hindrance?If you want to attract good salespeople and generate a stream of “sleeping money” for your jewelry store, then you are going to have to pay.
AuctionsJun 17, 2025
Colored Gemstones, Signed Jewels Shine in Sotheby’s High Jewelry SaleThe top lot was a colorless Graff diamond, followed by a Burmese ruby necklace by Marcus & Co.
MajorsJun 17, 2025
Amanda Gizzi Gets a Promotion at JAGizzi, who has been in the industry since 2001, is now Jewelers of America’s senior vice president of corporate affairs.
MajorsJun 17, 2025
Kering Names Automotive Exec as Its New CEOLuca de Meo, a 30-year veteran of the auto industry, will succeed longtime CEO François-Henri Pinault.
EditorsJun 16, 2025
Q&A: Bogolo Joy Kenewendo on Mining, Tariffs, and the Energy of Las VegasFollowing visits to Vegas and New York, Botswana’s minerals minister sat down with Michelle Graff to discuss the state of the diamond market.
IndependentsJun 16, 2025
Greenwich St. Jewelers Launches Commitment Campaign Celebrating LGBTQ+ CouplesThe “Your Love Has the Perfect Ring” campaign showcases the strength of love and need for inclusivity and representation, the jeweler said.
MajorsJun 16, 2025
Ivette Nersesyan-Stephanopoulos Joins Tiffany & Co.The former De Beers executive is the jewelry house’s new director of high jewelry for the Americas.
MajorsJun 16, 2025
Catbird Names WNBA Star Nyara Sabally as Its New Brand AmbassadorThe New York Liberty forward is the first athlete to represent the Brooklyn-based jewelry brand.
CollectionsJun 13, 2025
Piece of the Week: Robinson Pelham’s Pear EarringsTake a bite out of the 14-karat yellow gold “Fruits of Love Pear” earrings featuring peridots, diamond stems, and tsavorite leaves.
Events & AwardsJun 13, 2025
AGA to Host ‘Diamonds From Mine to Market’ Education ConferenceThe one-day virtual event will feature speakers from De Beers, GIA, and Gemworld International.
EditorsJun 12, 2025
15 Questions With Jewelry Photographer Ella SophieThe California-based creative talks jewelry photography in the modern era and tackles FAQs about working with a pro for the first time.
AuctionsJun 12, 2025
Vintage Patek Philippe From the ‘50s Sells for $4M at Sotheby’s Al Capone’s pocket watch also found a buyer, though it went for less than half of what it did at auction four years ago.
Events & AwardsJun 12, 2025
Gabriel Love Foundation Introduces Scholarship Honoring Elias GabrielThe foundation has also expanded its “Stronger Together” initiative with Jewelers for Children.
AuctionsJun 12, 2025
Former De Beers Exec Celine Assimon Joins BonhamsAssimon is the auction house’s new chief commercial officer.
EditorsJun 11, 2025
Q&A: Al Cook on Differentiating Natural Diamonds, Traceability, and TariffsThe De Beers Group CEO discusses the company’s new “beacon” program, the likelihood diamonds will be exempt from tariffs, and “Origin.”
MajorsJun 11, 2025
Pandora Bets on Las Vegas for First North American FlagshipThe Danish jewelry giant hosted its grand opening last weekend, complete with a Pandora pink roulette wheel.
GradingJun 11, 2025
Tiffany Stevens Exits IGI, Lab Appoints New Board LeaderIndustry veteran Anoop Mehta is the new chairman and independent director of the IGI board.
