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Brookings, SD--Samantha Tupper, the new-generation owner of Wink's Fine Jewelry in Brookings, has rebranded the family business, marking the beginning of a promising era. Initially skeptical, she entered an NIL (name, image, and likeness) agreement with SDSU football tight end Tucker Kraft, leading to a significant win for both parties.

[Image via Sioux Falls Business]

According to an interview with Sioux Falls Business, this forward-thinking business move, endorsed by Tupper's grandfather, who previously owned the business, has proven to be a smart marketing strategy. Kraft, who later joined the Green Bay Packers, has a four-year agreement to endorse Wink’s through regular posts and annual store visits.

Founded in 1963 and acquired by Tupper's grandfather in 1981, Wink's has undergone multiple expansions, turning a small room into a high-end jewelry business known for quality and customer service. Samantha Tupper’s journey into the family business was unconventional, with her passion for jewelry evident from her early days.

The interview noted that the ownership transition from grandfather to granddaughter was thoughtfully planned. It began with transparency and included attending workshops on succession planning. The process faced unforeseen challenges, including health issues and the pandemic, but culminated in Tupper buying the business with support from First Bank & Trust.

Since taking over, Tupper has made changes that reflect her generational perspective, including modifying the store's hours to ensure her staff is more efficient and happy. While expressing excitement about industry trends and her connections with customers, Tupper envisions keeping Wink's a single-store business in Brookings.

The interview highlighted that Tupper's relationship with the Prairie Family Business Association, introduced by local businesses Falcon Plastics and Medary Acres Greenhouse, is one of learning and connection. Despite the evolving landscape of the jewelry industry, she plans to stay rooted in the community, cherishing the stories behind every piece and fostering a sense of family. However, she remains open to the possibility of the next generation taking over someday.

Learn more in the entire Sioux Falls Business interview.