Longnecker Jewelry launches Leslie & Co. after 30 years of growth

Longnecker Jewelry is turning its bench work into a branded collection that lets shoppers judge the craft, not just the sparkle. After 30 years in McCook, the Nebraska retailer has launched Leslie & Co., a line built entirely in-house and positioned around the kind of transparency buyers increasingly want when they spend on everyday jewelry.

Bill Longnecker opened the store in August 1996 with “a single jeweler and no customers,” and six direct competitors already in the market. He built the business around craftsmanship, personal service and artistic integrity, and the shop says that approach helped it grow a customer base of more than 15,000 across Southwest Nebraska and Northwest Kansas. For shoppers, that matters because a jeweler that casts, sets and finishes its own work can usually speak more clearly about how a ring or pendant was made, how it can be repaired and what it will take to keep it in circulation for years.

Leslie & Co. grew out of Longnecker’s own original designs. Five years ago, he bought a TopCast TVC-3d casting machine, then learned the process required at least 2.5 ounces of metal. That pushed the shop to produce several in-stock designs of its own, and Longnecker says customer response was overwhelming. Over the past two years, those pieces became the store’s bestselling line, setting the stage for a separate brand.

The new name carries family and shop-floor meaning. Bill Longnecker’s first name is Leslie, and the “& Co.” refers to the store’s two jewelers who handle casting, finishing and setting. Longnecker Jewelry says every Leslie & Co. piece is created, cast, set and finished in its McCook studio, a detail that gives the line a level of traceability many mass-market collections cannot match. The company describes the collection as blending style, innovation and “Midwestern authenticity.”

That in-house model also fits the way the store already operates. The McCook Chamber of Commerce says Longnecker Jewelry will repair jewelry and special-order pieces if it does not have them on hand, and the shop’s own site highlights custom work, repairs and personal recognition as part of the customer experience. A December 2025 local profile said the business held a perfect 5.0-star Google rating with more than 400 reviews.

At 314 Norris Ave. in McCook, the pitch is straightforward: made here, fixed here, and designed to stay in rotation. For buyers weighing value against flash, that kind of vertical craftsmanship can be the difference between a pretty purchase and a piece worth keeping.