Longnecker Jewelry celebrates 30 years , launches exclusive Leslie & Co. Jewelry Brand

Bill Longnecker, owner of Longnecker Jewelry, was celebrated on Thursday, April 30, with a Chamber of Commerce ribbon-cutting. Friends, customers, Chamber members and McCook Cordials attended to congratulate him on the store’s 30th anniversary and the rebranding of his jewelry line, Leslie & Co.

Stacie Sandall/McCook Gazette

McCOOK, Neb. — Longnecker Jewelry is marking its 30th anniversary in April 2026, celebrating a business that has grown from a one-man operation into a regional leader in fine jewelry across southwest Nebraska and northwest Kansas.

Founded in August 1996 by Bill Longnecker, the store opened at a time when McCook supported six competing jewelers. With no established customer base, Longnecker built the business through an emphasis on craftsmanship, personal service and artistic integrity, developing client relationships one at a time.

Three decades later, the business reports a customer base approaching 15,000 and now stands as the primary jeweler serving the region. Company officials attribute that growth to consistent reinvestment, adaptation to new technology and a continued focus on quality.

As part of the anniversary celebration, Longnecker Jewelry has introduced Leslie & Co., an exclusive in-house line designed and crafted in McCook. The new brand reflects the company’s evolution, combining traditional bench skills with modern design techniques. Store representatives said the collection emphasizes original designs intended to reflect both contemporary style and regional identity.

The business has also invested in advanced design systems and precision fabrication tools, allowing it to compete with national retailers while maintaining a focus on handcrafted work. That approach contributed to Longnecker receiving back-to-back honors from the America’s Best Jewelry Awards in 2009 and 2010, recognition based on factors including expertise, financial performance and service quality.

Beyond the retail operation, Longnecker has developed a reputation as both an artist and author. His published work, The Jewelry Chronicles, draws on experiences from his early years in the trade. He is also completing a novel, “Hunting Atonement.”

The store maintains a five-star rating on Google Reviews and has remained active in community efforts in McCook, supporting local events and organizations while contributing to the area’s economic activity.

Officials said the anniversary represents both a milestone and a transition point, with plans to continue expanding services and design capabilities while maintaining the principles that guided the business from its start.

From its beginnings as a single jeweler with no customers, Longnecker Jewelry has grown into a longstanding regional business, with its leadership indicating the focus remains on future growth and continued service to its customer base.