This Store Taps into Hometown Nostalgia

What is jewelry but a way to show what’s important to you? And in Mississippi, that could be your hometown. “In the South, where you are from and your ‘heritage’ is a badge of honor,” says John Ravenstein, owner of Juniker Jewelry in Madison Country, MS. To tap into this local pride, his store created its Heritage Collection, which “symbolizes the history of small-town Americana” with each piece taking the name of a town in the state, he explains. Mississippians from all over flock to Juniker to buy a piece of “their town,” making this the most successful marketing strategy in the store’s 75-year history.