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Real Jewelry for Real People
The custom designs are distinctive but so is the log cabin setting at J.C. Jewelers in Jackson Hole, Wyoming.
By Joyce Kauf
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| J.C. Jewelers |
It doesn’t get any better than this,” says Jeter Case, describing the towering Grand Teton Mountains in Jackson Hole, Wyoming, that are the backdrop for J.C. Jewelers, the store that he co-owns with his wife January. But more than just the spectacular setting, Jeter is also referring to his métier and the unique venue that showcases his custom-designed gemstone and precious metal jewelry — a log cabin.
Owning a store — let alone one in a log cabin — was not something that the couple initially planned. January, an American Gem Society (AGS) – certified appraiser, was born in the area and worked for a local jewelry designer. But Jeter, who moved to Jackson Hole from Tennessee, had intended to be an architect. “January was my introduction to jewelry,” he says. “Gradually, I became interested in the craft and eventually earned a degree from the Gemological Institute of America (GIA).” Jeter attributes the decision to open the couple’s first store to a combination of “our youth and willingness to take chances.”
Jackson Hole offers a customer base of both residents and tourists. While its population is just under 10,000, it attracts tourists from all over the globe for its world-class skiing and its close proximity to both Grand Teton National Park and Yellowstone National Park. Many people own second homes in this affluent ski resort.
January and Jeter’s first retail experience began in 1988, when they rented a space in a larger clothing store near the town center. “We opened with about $5,000 worth of silver jewelry and one case of custom designs,” notes Jeter. When the log cabin around the corner became available in 1993, the couple decided to venture out on their own.
Dating from the 1930s, the log cabin was built by Archie Teater, a painter whom Jeter describes as a “legend in the area,” known for his town scenes. With its hand-hewn logs and hand-cut roof shingles, the cabin is considered a landmark. But while ruggedly picturesque, it presented challenges from the beginning. “It was literally falling to the ground when we leased it,” says January. “One corner was lower than the other. We even had to replace the foundation,” she recalls.
Another issue was how to effectively use this 880-square-foot space to their advantage. “We knew we had to create a distinctive interior that maximized our limited space and still reflected our classic, contemporary designs,” says January. “We recreated a modern and sophisticated space in a western log cabin, but more inviting,” she points out. Instead of metal, they opted for custom-designed mahogany and maple cases that add a warm, welcoming feel. Natural light filters through two skylights and soft light from Italian fixtures casts a cosmopolitan glow on the cases.
January likes to frequently “mix up” the displays so that the customer always sees something fresh. Currently, the jewelry is arranged by gemstone color. With bridal, she merchandises by color of the metal, with white gold and platinum in one case and yellow gold in another.
Jewelry is always showcased in the cabin’s two display windows. January likes to indulge her creativity by searching antique shops and art fairs to find distinctive props, such as her favorite, hand-blown glass, to accent the jewelry.
“I like to design classical jewelry in the spirit of Art Deco, but at the same time it has to be wearable and can stand up to the rigors of today’s lifestyle,” explains Jeter, who works from a separate studio across town. With a nod to his customer base, he points out, “Everyone is more active — especially here.”
Custom bridal is their top seller, with the average size of the center stone at 1 carat. “Rose-cut diamonds are very popular now,” notes January, adding that they “always do well with diamonds and sapphires.” January admits she loves colored gemstones. “We work with a lot of gem-quality peridot, amethysts and all kinds of garnets.”
The Tetons also served as an inspiration for Jeter, who created a line of jewelry that captures the outline of the mountains in rings, bracelets and pendants in gold and silver. They have turned into big sellers. “Tourists love them,” says January, but adds that people from the area favor them as “memory gifts” for college graduates moving to another place.
Over the years, January has seen a change in the customers’ preference for the color of the metal. “When we started, most of the jewelry was set in yellow gold and then it transitioned to platinum and now it’s back to yellow gold,” she says, noting that this pattern also held true for bridal and other jewelry.
Jeter’s custom designs often involve taking old family stones and creating new heirlooms. But January remarks that young people especially are “so interested” in the entire custom design process. “They love the experience,” she says, “and it has given them a greater appreciation for handmade over manufactured jewelry — even at the higher price point that it commands.”
The guidelines that January and Jeter established when they first started out are the same ones they practice today — “no synthetics, no plated goods and everything handmade.” For them, it’s all about integrity. “We have created high-end custom work consistently for 27 years. We’re just real people and it’s our customers that make us stand out,” says Jeter.Article from the Rapaport Magazine - September 2015. To subscribe click here.
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