Lab-GrownMay 08, 2026
NDC Publicly Criticizes Pandora Over ‘Misleading’ Natural Diamond ClaimsNDC said in an open letter that Pandora’s statements about the carbon footprint of lab grown versus natural diamonds are inaccurate.
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
Editors' Picks
Sponsored by
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
SourcingMay 08, 2026
Ronnie VanderLinden Takes Over as WDC President The diamantaire and industry leader succeeds Feriel Zerouki and said he will focus on being a “champion” for natural diamonds.
TrendsMay 08, 2026
Rihanna Chooses ‘Desert Diamonds’ for 2026 Met GalaShe wore our Piece of the Week, Glenn Spiro’s “Old Moghul Golconda” earrings, featuring fancy brown-yellow diamonds totaling 51.90 carats.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
Events & AwardsMay 08, 2026
JA Announces 2026 CASE Award WinnersTwo pieces were named “Best in Show,” one from the retail category and one from the supplier category.
Weekly QuizMay 07, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
FinancialsMay 07, 2026
Brilliant Earth Appeals to Higher-Income Shoppers in Q1The jewelry retailer noted resilience among its higher-end customers while demand softened for its lower-priced offerings.
AuctionsMay 07, 2026
‘Spectacular’ Kashmir Sapphire Headlines Heritage Spring Jewelry SaleLed by the 6.59-carat sapphire, the sale garnered $9.7 million, a record total for a Heritage jewelry auction.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
MajorsMay 07, 2026
Gannon & Scott Names New Regional Account ExecutiveIn his new role, sales specialist Billy Welshoff will focus on the eastern United States.
WatchesMay 07, 2026
Chrono24 Names New CEOJosé Gaztelu has been promoted to the role, which has been vacant since last year.
Events & AwardsMay 07, 2026
JA Accepting Applications for 2026 Scholarship ProgramIt has also opened the application period for the Seymour & Evelyn Holtzman Bench Scholarship through June 30.
SourcingMay 06, 2026
Canada’s Oldest Diamond Mine Faces Uncertain FutureThe owner of the Ekati mine, which opened in 1998, has filed for insolvency protection amid the significant decline in diamond prices.
FinancialsMay 06, 2026
Pandora to Add Carbon Footprint Info to Lab-Grown DiamondsThe company announced the change alongside its Q1 results, which showed that the jewelry brand’s year is off to a shaky start.
MajorsMay 06, 2026
Saks Global Begins Layoffs, Reorganization Plans Closer to ApprovalThe retailer will cut 16 percent of its corporate workforce as part of its plan to exit bankruptcy.
AuctionsMay 06, 2026
Steve McQueen’s Heuer Monaco Watch Heads to Sotheby'sOf the many examples used in the filming of “Le Mans,” this one is believed to have spent the most time on Steve McQueen’s wrist.
EditorsMay 05, 2026
This Ohio Designer’s Jewelry Made It to the Met GalaMegan Piccione dressed Lauren Wasser in layers of diamond jewelry, making her stand out in a crowd that included celebrities like Beyoncé.
SourcingMay 05, 2026
Doug Hucker Returns to His RootsFollowing decades of association leadership, the “semi-retired” colored gemstone expert is turning his focus to gemstone education.
Events & AwardsMay 05, 2026
AMNH to Showcase Famous Jewelry, Trophies in Sports HistoryThe museum’s new exhibition will feature one of Jesse Owen’s Olympic medals, Yogi Berra’s crown, Super Bowl rings, and more.
Events & AwardsMay 05, 2026
JIS Launches Brand Exposure ProgramThe new program provides access to media exposure and editorial opportunities for exhibitors and retailers.
CollectionsMay 04, 2026
Melanie Georgacopoulos Turns Pearls Into Light for ‘Eclipse’ CollectionThe “Eclipse” jewelry collection captures the fleeting moment where light and shadow align though onyx, diamonds, and freshwater pearls.
ColumnistsMay 04, 2026
The Key Mindset for Better Trade Show BuyingBuying discipline at trade shows starts with clarity about your inventory levels, Smith writes.
CrimeMay 04, 2026
Pawn Shop Manager Shot, Killed in FloridaLazaro Rodriguez Vega was murdered inside Cash Out Gold and Silver in Fort Pierce. A 20-year-old man has been charged in the case.
IndependentsMay 04, 2026
Zadok Jewelers, Austin Parks Foundation Support Wildflower PreservationA portion of every engagement ring sold in its Austin showroom will support the care and preservation of Austin’s wildflowers and green spaces.
TechnologyMay 01, 2026
Gemist, Saban Onyx Partner on Retailer-Focused Customization OfferingTheir partnership combines Gemist’s customization technology with Saban Onyx’s U.S.-based manufacturing capabilities.
CollectionsMay 01, 2026
A ‘Hidden Garden’ Emerges in Tiffany & Co.’s 2026 Blue BookOur Piece of the Week, the “Butterfly” necklace, showcases a 7.02-carat oval diamond set between diamond, platinum, and 18-karat gold wings.
ColumnistsApr 30, 2026
Peter Smith: A Sleazy Salesman and the Case for Regret Avoidance Smith uses a comment he overheard in the grocery store to remind retailers that their job is to inspire buying behavior, not just sell.
MajorsApr 30, 2026
Claire’s New Summer Campaign Is a Sensory Wonderland for Gen Alpha“A Girl SMR at Claire’s” celebrates girlhood through the five senses with stacked jewelry, slime toys, scented accessories, and ASMR.
