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    Les Olson Jewelers: a hands-on operation
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    From hard knocks to soft landing in new store
    Saban Onyx helps independent retail jewelers get fancy
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    Diamond industry veteran rebuts dire forecast in The Asteroid Approaches column
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    CBG Miami “Experience” event gets positive reviews
    Furry Friends on the Job: Say hello to Sierra of Argo & Lehne Jewelers
  • Podcast
    Dangers of Jewelry theft and how to prevent them 350
    Episode 43 -Kenny Mullins, Dangers of Jewelry Theft and How to Prevent Them
    Inside the Generational Legacy of David Douglas Diamonds
    Episode 42 -Doug Meadows, Inside the Generational Legacy of David Douglas Diamonds
    An-Inspiring-Tale-Behind-50-Years-of-Jewelry-Design-and-More
    Episode 41 -John Atencio, An Inspiring Tale Behind 50 Years of Jewelry Design and More
    Episode 39 -Brittany Jones,95 Years of Excellence and Legacy of JF Jones Jewelers
    Episode 40 -Brittany Jones,95 Years of Excellence and Legacy of JF Jones Jewelers
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    Episode 39 -Frederick Mannella, The Rise of Luxury Handbag Trend in Jewelry Stores
    Episode 38 – Kevin Patton, Gem-preneur Family Legacy of Pattons Fine Jewelry
    Episode 38 – Kevin Patton, Gem-preneur Family Legacy of Pattons Fine Jewelry
    Technology Meets Our Values
    Episode 37 – Kyle Bullock, Technology Meets Our Values
    A Pandemic-Born Success of Two Jewelry Visionaries
    Episode 36 – Brooke and Chase Brinson, A Pandemic-Born Success of Two Jewelry Visionaries
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    Episode 35 – Aleah Arundale, Jewelers Helping Jewelers: Connection, Support, and Success
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    4Cs of Diamonds? Here are the 4Cs of Jewelry Marketing to help you sell them
    Applied Marketing 101: The Next Big Thing
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Home Featured Articles Featured

Johnston Jewelers – A Good Catch

Wanda Freeman by Wanda Freeman
May 1, 2023
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Reading Time: 5 minutes

Fine jewelry meets flip-flops amid a casual coastal vibe at Johnston Jewelers in Florida’s Tampa Bay area. Behind a head-turning turquoise façade, a team of nine operates a busy shop that serves generational return customers and fishing tournaments alike.

Johnston Jewelers - a fine jewelry store with a casual feel.
Johnston Jewelers – a fine jewelry store with a casual feel.

Although Johnston Jewelers recently celebrated its 50th year in Florida, the store has older roots. William “Bill” Johnston founded the business in New York in 1948. A WWII veteran, Johnston came home from the war and operated a watch-repair business from his home until he developed a reputation and enough clientele to open a small storefront.

He moved to Florida in 1972. Today his son Doug is the lead bench jeweler, and grandson Grant works the floor.

Co-captains Laura Morgan and Ryan McMahon, described by McMahon as adopted members of the Johnston family, help steer the third-generation business.

Morgan, who has been with the store for nine years, says her family and in-laws have been close to the Johnstons for years.

“My father-in-law took Doug fishing all the time when he was 9 years old,” she says.

Johnston Jewelers does a big business with anglers and boaters.
Johnston Jewelers does a big business with anglers and boaters.

McMahon, who joined the store two years ago, met the Johnstons when he was in the restaurant business.

Despite all his business and retail experience, McMahon admits he faced a learning curve in jewelry, which he says is less “cut and dried” than other retail businesses.

“Everything didn’t click right away,” he says. “I stay on top of the industry, though, and everybody is part of a team. We all share a vision for the business and everyone takes personal ownership.”

Morgan was also new to jewelry when she joined the crew.

“I enjoy learning in the business, and there’s so much joy in finding the perfect piece from someone and seeing how excited they are to get it or to give it to someone. That’s my favorite part,” she says.

Diamond Couple Ring for Everlasting Love

The pair don’t concern themselves with job titles or clearly delineated roles – everyone works the sales floor and everyone shares buying responsibilities, taking their lead from top ownership.

One thing that sets the store apart is its relationship with avid boaters and anglers, McMahon says. Johnston’s frequently does cross-promotions with fishing tournaments and similarly themed events around the Gulf Coast. In fact, the store offers custom jewelry pieces such as fish pendants.

And it’s not unusual to see customers arrive fresh off the boat or beach.

“People bring their children and grandchildren in. No one feels intimidated,” Morgan says.

“We’re a fine jewelry store, but casual. We want people to be comfortable,” McMahon says. “People can be in flip-flops and a T-shirt, and I guarantee they could spend six figures on a diamond every day of the week.”

Johnston Jewelers store

McMahon says Johnston Jewelers is looking into adding a second location, but for now their spot on the borderline between Seminole and Largo serves them well. People who have moved far away still do business with the store, bayside customers gladly make the 90-minute round trip, and their turquoise exterior has wooed long-time local passers-by to jump in and test the waters too.

Morgan says they’ll be welcome like family.

“If I were to say what our philosophy is, it’s fine jewelry at the most competitive prices, and hands-down the best service you’ll find anywhere,” McMahon says. “Fair value and our relationship with customers – that’s what it’s all about.”

Wanda Freeman

Wanda Freeman

Wanda Freeman is an award-winning writer, editor and journalist whose background includes several years at The Times-Picayune and other newspapers, marketing editor at University of Arkansas – Fort Smith, freelance work for a variety of trade and general-interest magazines, and creative works published in literary journals. She holds a master’s degree in creative writing from Eastern Michigan University and works as a freelance writer and editor based in Greensboro, N.C.

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