In May, Howes Diamond Jewelers celebrated their 60th anniversary. Reaching this milestone is a testament to the family’s dedication to their customers and business resilience. Bill Howes founded the business in 1964, starting as a watchmaker in La Crosse, Wisconsin.
Eventually, this business became a true family business with Bill’s wife, Jan Howes and son, Dan Howes working in the stores. The family’s ability to innovate, respond to customer needs, and adapt their business model has been crucial to their longevity.
Bill Howes, a native of Waukon, Iowa, founded the business after serving in the Navy and studying horology at Bradley University in Peoria, Illinois. His journey in watchmaking began with a three-year apprenticeship under jeweler, Roger Kaufman in La Crosse, Wisconsin.
He then completed his watchmaking certificate from the State of Wisconsin in 1963. In 1964, Bill opened his own business, renting a small space above Wiggert Bros. on 4th Street, in La Crosse.
Starting small, Bill secured local jewelry store accounts, developing a routine of picking up and delivering watch repairs every Monday. His reputation for quality work spread, bringing in additional business and allowing him to invest in jewelry inventory.
After six years in the small space, he moved to a larger location, an old restaurant in the back of a pharmacy, before eventually settling in the current Main Street location in 2008.
Over the years, Bill and his wife Jan, who served as a business partner and bookkeeper, made strategic real estate investments and expanded their expertise. Bill earned a diamond grading certificate from the Gemological Institute of America in 1970. They opened a second store in La Crosse and ultimately set their sights on Red Wing, Minnesota.
In 1981, Bill purchased Oberg’s Jewelry in Red Wing, moving inventory from the second La Crosse store, which they decided to close. The Red Wing location moved to a corner space on Bush Street in 1993, which has remained its permanent home. The flagship store in La Crosse and the Red Wing store flourished, with the La Crosse location growing to four times the size of the Red Wing store.
In the 1990s, their son Dan joined the family business. After graduating from the University of Wisconsin-La Crosse and working in a lab in Madison, Wisconsin, Dan expressed interest in the family business.
“He called us and asked what we thought of him coming to work for us,” says Jan. “Bill told him to get a part-time job at a jewelry store in Madison to be sure that he liked the business. After a short time, the owner of the store asked Dan to work full time.
Dan gained experience working at a jewelry store in Madison before joining Howes Diamond Jewelers full-time. His involvement spurred the move of the La Crosse store to its current Main Street location in 2008.
Dan continued to learn the business from both his parents, leaning on their expertise while also bringing his ideas and energy to the business. He ultimately took over the day-to-day operations and bought the store from them 2016.
“My parents taught me that the key to successful business operations is unwavering attention to the business fundamentals and a genuine commitment to customer service,” says Dan. “They believed in building strong relationships with our customers and always staying adaptable to meet their needs. Their dedication and approach have been fundamental to our longevity and success.”
The Howes family celebrated their 50th anniversary in 2014 and continued their success towards the 60th anniversary in 2024. Unfortunately, Bill passed away in September 2022, but his legacy lives on through Howes ongoing commitment to quality, to their customers, and the community. The 60th-anniversary celebrations in May featured VIP events, special sales, and family activities, honoring Bill.
While honoring the past, Dan is also focused on what’s to come. “As we look toward the future, our focus remains on embracing new technologies and staying current with jewelry trends,” says Dan. “We are committed to maintaining the high standards of customer service and quality that have defined our business for 60 years, while also evolving to meet the needs of the next generation.”
