It's early morning.

Over an hour 'til opening time. It's a small store so the hustle of nine employees preparing for the day makes it seem rushed.

While we remove the jewelry from the safes and begin to "set up" the front of the store, the back room where we manufacture and repair jewelry is also busy setting up shop for the day.

As we are busy setting up for the day we are notified that the Reader Choice Award for #1 Jeweler in Las Cruces has been awarded to Jones & Co. Jewelers. This makes the 11th time that we have been voted #1 Jeweler by readers of the Las Cruces Sun News and The Las Cruces Bulletin. What could possibly make a small independent jewelry store the recipient of such an award eleven times? After all don't we hear in the news that retail independents are on the decline, forced out by major chain stores, the internet, and big box stores? And yet Jones & Co. Jewelers has not only survived but has actually grown and thrived in the shadows of the giants.

It's about time to open for business and put the American flag out in front of the store; a part of our regular routine. But before we do, I pause and remind all of our employees that there is nothing in our store that a customer can't buy somewhere else. All we have to offer is service!

At Jones & Co. Jewelers,
service, honesty, and integrity are our hallmarks.

Remember our website says jonesjewelry but our e-mail says jonesjewelers.

Thanks Las Cruces for voting us #1 again. Our promise to you is that we will give you the best value and best service you'll find anywhere.

Hal and Sally