By Kelsey Palmer
kpalmer@jacksonvilleprogress.com
In America’s current economic crisis, many businesses — both big and small — are becoming more and more difficult to keep afloat.
However, even as their plight continues, one jewelry shop in Rusk seems to be hanging on strong and with great longevity.
In September 1954, Earl Henry and Joann (Henry) Jackson opened Henry’s Jewelry, now known as J&J; Jewelry and Gifts, a small jewelry repair shop on the north side of Rusk’s downtown square. Now, more than half a century later, Jackson, owner and manager of J&J;’s, is making preparations for the jewelry and gift shop’s 55th anniversary sale, to be held from 9 a.m. to 5 p.m. Friday at the shop, 136 S. Main St. in Rusk.
“We’ve decided to celebrate the store’s 55th anniversary in November to kick off our Christmas sale and get people thinking about what presents they’re going to buy for their loved ones,” Jackson said.
Though Jackson loves working at J&J;’s, she said keeping up with the store’s array of duties — like bridal registry, class rings, jewelry repair, engraving and wedding sets — is not easy.
“It takes a lot of hard work and dedication to run a business,” Jackson said. “Some people think they can swing open the doors and business will just come to them, but it’s not like that. You have to prove yourself.”
Even though her shop is still in good shape, Jackson said she has still faced many difficulties over the years as a business owner — many of them resulting from the country’s current economic state.
“One of our biggest challenges has been due to increased unemployment in the area where people are having to tighten their budget,” Jackson said. “People have to have food and gas, but jewelry they can do without.”
Rather than increasing prices in the hope of more profit, Jackson said she is different from other stores because she prefers to keep costs reasonable instead of outrageous.
“You have to keep things affordable for people,” Jackson said. “We try to keep a variety of price ranges for every item so we’re sure to satisfy anyone’s pocketbook.”
Though Jackson’s jewelry shop has stayed afloat due to an array of business strategies, she said her success is most related to her customer base and those who have supported her over the years, including her two employees, Shirley “Pete” Herring and Herring’s daughter, Ashley Petty.
“If it wasn’t for my family, friends and customers, my store wouldn’t be here today,” Jackson said. “They have given me the privilege of staying in business as long as I have.”
J&J; Jewelry and Gifts’ 55th anniversary will have door prizes and gift certificates available to win along with many other sales and discounts to ring in the Christmas season. For more information, please call J&J;’s at 903-683-4645.
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