Memphis Location Marks New Direction for Sissy’s Log Cabin

Sissy’s Log Cabin, Memphis, TN

OWNERS: Sissy Jones, Bill Jones and Sharri Jones; LOCATIONS: 6; FOUNDED: 1970; Opened featured location: 2023; AREA: 9,000 square feet; ARCHITECT AND DESIGN: Balaity Property Enhancement; TOP BRANDS: Rolex, Tudor, Cartier, Roberto Coin, Rahaminov; FULL-TIME EMPLOYEES: 119

Sissy Jones and Bill Jones

WHEN A KEY ARCHITECTURAL element defines your brand’s history, it’s not easy to go in a different direction. But that’s what Bill Jones, CEO of Sissy’s Log Cabin, did with the company’s new Memphis location, reimagining the traditional log exterior that had become synonymous with the Sissy’s name.

The logs that once dominated the facade are now subtle accent pieces on the corners of display cases, marking a sleek evolution while honoring the brand’s roots. This 9,000-square-foot showroom represents the future vision for Sissy’s Log Cabin, blending heritage with contemporary luxury.

“We’ll never forget where we came from, but this is what I’ve always envisioned for Sissy’s,” says Wyatt Jones, Sissy’s grandson and the Memphis store manager. “This is a more modern look, a more boutique style. Fully branded, it’s the future of luxury. Customers say they feel like they’re in New York or Miami.”

From Antiques to Diamonds: The Sissy’s Story

The logs aren’t just design elements — they’re part of the Sissy’s legend. Founder Sissy Jones accidentally launched the family jewelry business in 1970 when she spotted a dilapidated log cabin with a “for rent” sign along U.S. Highway 79 in Pine Bluff, AR. The rent was $50 a month.

“It was a mess, but I had the vision that it could be a little store for antiques,” Sissy recalls. She stocked it with pieces from her personal collection, but a pivotal moment that changed her business plan came on a sweltering summer day. After Sissy and her son, Bill, delivered a rolltop desk up two flights of stairs in a non-air-conditioned building, Bill returned to the store and sold a 1-carat diamond without breaking a sweat. That comparison ultimately shifted their focus permanently to jewelry.

Today, Sissy’s has more than 100 employees across seven locations in the Mid-South. Three generations of the Jones family guide the business: Sissy’s son Bill is CEO, while her grandchildren William and Wyatt hold key leadership roles.

The bar is a valuable asset, but its discreet location was chosen to ensure the focus stays on the jewelry.

Designing the Future of Luxury

The new Memphis store is expected to be a model for future locations, featuring luxurious boutique-style shopping with subtle homages to the company’s rustic beginnings.

When store designer Jesse Balaity met with Bill Jones to discuss the Memphis store, they faced an interesting challenge: “We considered whether the logs were still relevant, both for a younger generation of customers and in the Memphis market, so far from the brand’s humble Pine Bluff beginnings,” Balaity says.

The solution was a thoroughly modern interpretation of the log cabin aesthetic. “We decided to pay homage with wood planks and stone inside and out, supplemented with smooth cast stone and metal finishes,” Balaity explains. “We even reinterpreted the traditional log cabin porch with a structure of heavy timber cantilevered beams. This blend of old and new speaks to the brand evolution, plus it serves as a neutral palette for brands like Rolex and Cartier to build upon.”

The carefully considered design goes beyond aesthetics. The store layout creates a seamless flow guiding customers through immersive brand experiences, with dedicated spaces for Rolex, Tudor, Cartier, Rahaminov, Roberto Coin, and other fine jewelry brands. These boutique-style spaces offer ample seating, allowing customers to comfortably view and try on pieces.

“It is always a challenge to balance the impact of individual brand zones with the overall store experience,” Balaity notes. “The rhythm of these different elements, grounded by a warm modern palette of materials, creates a sort of calming journey through the space.”

Elevating the Customer Experience

The one-on-one customer experience is a clear priority at Sissy’s. The Memphis store features private sales rooms, a distinguished Oak Room for lounging, and a discreet bar. On-site, a team of master jewelers, including a dedicated Rolex watchmaker, handles repairs and resizing.

“We enjoy the elements of surprise within the store,” Balaity says. “We are always keen on social spaces, like bars and lounges, but never want them to take precedence over the jewelry itself. Here we have a large bar with a community table, but customers must discover this as they work their way around the space.”

The Oak Room, a richly appointed space with comfortable seating and a sense of privacy, is modeled after Bill Jones’ personal library. Individual liquor lockers have become a point of pride among VIP clients. “They can get a different experience there,” says Wyatt. “A more private experience.”

Memphis has a large watch community and the space in the new store allows for variety and depth in what Sissy’s has to offer.

“I’ve experienced the change in watches in the past six or seven years,” Wyatt says. “Now 16, 18, 25, 30-year-olds are wanting to acquire watches. They’re at an all-time high demand. They want a piece of art on their wrist.”

The store’s location on Poplar Avenue in Memphis’s shopping district enhances visibility and accessibility, marking a significant upgrade from their previous strip mall setting. The property is surrounded by green space, a “front porch” style patio, and even a mini dog park, all contributing to the welcoming atmosphere.

“I feel like I’m the No. 1 Memphis fan,” Wyatt says. “I love the diversity, the local foods, the airport; it’s close to Little Rock and Nashville. There’s nothing I don’t like about Memphis. This is where I want to be forever.”

Behind the Scenes: Training and Digital Strategy

Sissy’s commitment to exceptional service starts with its innovative training program, Sissy’s Log Cabin University, which provides sales associates with comprehensive training in brand expertise and product knowledge through online courses available 24/7. Associates gain access to performance analytics that link back to targeted training opportunities.

The company has extended these resources through its Jewelers Sales Academy to independent retailers throughout the United States and Canada, with over 100 jewelry retailers now using these tools. Sissy’s also incorporates improvisation training — local actors present sales associates with hypothetical situations to develop genuine conversation skills, confidence, and critical thinking.

“When I first started, we didn’t have a consistent training program,” Wyatt says. “Now we’re training all week long, consistently. A new associate can be overwhelmed. They need to be able to talk to that guest and learn the brands as they go. Having an onboarding program is very, very good for them.”

New hires need to be eager, confident and willing to be coached. “I’ve been playing sports my entire life, and I know you’re never as good as you think you are. If you can’t be coached, it would be hard to work here,” Wyatt says. “I look for someone who is willing to learn.”

Digitally, Sissy’s marketing strategy combines organic engagement and targeted advertising. Its website is optimized for conversion with user-friendly navigation and high-quality imagery, while personalization algorithms attempt to recreate the in-store experience online.

Their social media presence features behind-the-scenes content, promotions, and customer stories under the #SissysStory hashtag, fostering community around the brand. Targeted email marketing uses customer data to tailor communications to client preferences.

The Sissy’s Promise

The company’s commitment to customers is captured in “The Sissy’s Promise,” which ensures exceptional service, expansive selection, extraordinary experience, and quality pieces at every location.

Sissy’s strives to be its customers’ jeweler for life.

This dedication is symbolized by Bill Jones’ personal phone number posted outside for after-hours jewelry emergencies. In all aspects of the business, form follows function with attention to the customer experience.

This philosophy has paid off in their award-winning Memphis location, a testament to how a family business can honor its humble beginnings while boldly stepping into the future of luxury retail.

Sissy Jones, seated, founded the company and instilled her customer-centric values in the second and third generations of the Sissy’s Log Cabin family.

Five Cool Things About Sissy’s Log Cabin

1. Community connections. Sissy’s Log Cabin has committed to the community through charitable partnerships, food drives, financial contributions, jewelry donations for nonprofit auctions, and local volunteer work. Each store location is encouraged to give back, following the generous legacy of founder Sissy Jones.

2. Local sports connection. Sissy’s holds official status with both the Memphis Grizzlies NBA team and the University of Memphis Tigers teams. Their Grizzlies’ partnership includes Sissy’s branded courtside seats, the Sissy’s Log Cabin Floor Seat Lounge, and in-game activations throughout the season. Sissy’s designs and sells custom-branded jewelry for the Grizzlies. Through these sports partnerships, Sissy’s organizes community events giving underprivileged children the opportunity to play alongside sports professionals.

3. Marketing with style. Sissy’s Log Cabin’s marketing strikes a balance between aspirational and approachable. Each campaign reaches audiences through a strategic mix of broadcast, connected television, outdoor advertising, media relations, and social media.

4. Sissy’s Super Proposal. In a partnership with a local Memphis media outlet, Sissy’s Log Cabin hosted the “Sissy’s Super Proposal” contest, offering participants the chance to make the biggest day in sports the happiest day of their lives. Entrants submitted videos, explaining why they loved their significant other and wanted to create an unforgettable proposal. The winner received an engagement ring valued at $15,000 and an on-camera proposal shot in-store at Sissy’s Log Cabin in Memphis. The commercial aired during Super Bowl LVIII.

5. Functional website. Sissy’s website’s functionality is boosted with a customer service chat, directly linking inquiries with potential sales and lead generation, demonstrating a clear correlation between customer service interactions and purchase decisions.

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