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Hardy, VA--Longstanding jewelry business, Haywood's Jewelers, at Westlake Towne Center has transitioned into a new identity - Jo & Co. Jewelers, effective July 1, 2023. The renaming reflects the fresh ownership of Jo Gruver and her pledge to continue growing the nearly seven-decade-old business.

[Image via Smith Mountain Eagle]

According to a report published in Smith Mountain Eagle, the store, established in 1953 as Kingoff’s Jewelers in Rocky Mount, prospered under a young manager, Rudy Haywood. After a decade, Haywood renamed the store Haywood's Jewelers, employing Harold Ingram, leading to an unprecedented business surge.

On Haywood's retirement in 1998, Ingram assumed ownership, recognizing Gruver's enthusiasm for the business. This led to a 50/50 partnership and establishing of a secondary store under Gruver's supervision at Smith Mountain Lake's Westlake Towne Center.

The choice of Jo & Co. Jewelers as the new name signifies not only Gruver's imprint but also her team's contributions. While the rebranding underlines the segregation from Haywood's Jewelers, Gruver emphasized the cherished bond with the original store and their shared history.

Coinciding with the name change, the new website (joandcojewelers.com) launched on June 29. Nevertheless, Gruver assures clientele that despite the store's independent stance and a new name, the familiar local jeweler maintaining excellent service, a prized jewelry collection, and established relationships remain unchanged.

“We’re remaining in the same building, and when you visit, you’ll still see the same smiling faces, receive the same outstanding service, and shop the same incredible collection of jewelry,” said Gruver in the report.

Read the original post on Smith Mountain Eagle.