What does it take to grow a 130-year-old family business from struggling to stand out into one of the top independent jewelers in the country? For Dave Necker of Neckers Jewelers, the answer has been equal parts grit, consistency, culture, and an unwavering focus on people.
Neckers Jewelers has been a fixture in its Iowa community since 1893. In that time, it’s had only three owners—most recently Dave, who took over during the depths of the farm crisis when his father’s jewelry store and Hallmark shop were two of the only businesses still open downtown. “I asked my dad how he was doing, and he said, ‘Terrible.’ That’s when I knew I had to come home,” Dave recalls.
Lessons From a Liquidation Sale
The turning point came during a desperate liquidation sale. A national firm came in, ballooned the ad budget from $5,000 to $50,000, and promised a year’s worth of sales in eight weeks. Against all odds, they delivered. Dave came away with a life-long lesson: advertising works when you commit to it consistently and at scale.
At a time when most independent jewelers were spending 3–4% on advertising, Dave pushed to 10%. “Don’t measure me on a single event,” he told his skeptical father. “Measure me at the end of the year.” That long-term approach paid off—transforming the business from $225,000 in sales to nearly $16 million today.
Building a Business on Culture and Service
But growth wasn’t just about advertising spend. It was about building a culture where employees want to stay and creating experiences customers can’t get anywhere else. Dave believes work should be fun, and Neckers Jewelers lives that out with low turnover, team members who’ve been there decades, and a philosophy of treating every guest like family.
That shows up in little things, like greeting people with a cocktail or coffee, and big things, like his father once personally driving customers to competitors when Neckers didn’t have what they needed. “It’s not about the transaction,” Dave says. “It’s about the experience.”
Family, Succession, and Legacy
Now, as the third-generation owner, Dave is working through succession planning with his brother and daughter, who has taken over marketing. His advice for other family business owners? Don’t force the next generation. “You don’t want to shackle your kid into a business that isn’t their passion. They have to bring the idea to you.”
For Dave, the business isn’t just about jewelry. It’s about connection. “I rebuild my energy by being around people,” he says. “That’s why I still love coming to work every day.”
💡 Takeaway: Neckers Jewelers’ story proves that even in a changing industry, consistency, culture, and customer service can transform a small-town store into a thriving, loved business.
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