Samantha Yanks: In 2025, JL Rocks marks an impressive milestone: its 25th anniversary. Over the past quarter-century, the business has evolved into a significant player in the fine jewelry space. Tell us about the early days of when you opened JL Rocks and where the passion came from?
Jaime Camche: We first introduced our fine jewelry concept in a home furnishing brick-and-mortar which was the brainchild of Wende Cohen of Bungalow Decor. It started as an experiment which blossomed in to a brand that is JL Rocks.
SY: Share with us some early success stories and what stands out from the start as you shaped your business?
JC: As the jewelry counter at Bungalow gained traction, we were given Wende’s blessing to open up our own free standing store in Westport. This was the true definition of women uplifting other women. After 25 years, we still maintain cases of jewelry at Bungalow.
SY: You have always made a concerted effort to include a broad range of prices and a wide spectrum of designs. Is that sort of the DNA of JL Rocks?
JC: We began a word of mouth trade before social media by customizing and designing specific pieces for local clients. We had and still maintain a very competitive price point based on precious metal and semi and precious stones. The direct-to-consumer concept began by importing the jewelry from factories that we still work for the last three decades.
SY: Do you have a signature look? Bestsellers?
JC: Our signature look and concept is fine jewelry that is worn everyday as well as
some of the “black tie” jewelry which can be worn on a Saturday evening as well as a special occasion. The concept of wearing the jewelry day in and day out has always been
our “anthem.”
SY: In terms of expansion, why and when?
JC: We have always had roots in Greenwich as many of our customers have traveled to Westport to support us. We opened up our Riverside, Greenwich shop in the year 2020 at the height of the pandemic. Our small team became smaller. Our brick and mortar transitioned to an online business through the perseverance of our lead stylist Tracy Houle.
SY: You have continued to evolve with your customer. The company embraced the digital age, making its mark with cutting-edge online platforms and integration of social media strategies, has this helped you create more direct connections with tour customers?
JC: We have always embraced technology and with the assistance of Instagram,
we continue to maintain an impressive online presence.
Looking Ahead: The Next 25 Years
SY: As JL Rocks enters its next chapter, the company’s future is as bright as its past. What are you excited about?
JC: We are excited to introduce JL Lab diamonds into the mix as they gain momentum in the fine jewelry space. We have never been afraid or shrank from progression and this is clearly one of the most impressive changes to the current diamond industry in centuries.
In the loupe …
The 25th anniversary of JL Rocks is not just a celebration of its past successes, but also a testament to the enduring power of jewelry itself. As the company looks forward to the next 25 years, its mission remains the same: to connect the customer with unforgettable pieces and experiences.
As we raise a glass to JL Rocks’ incredible journey, it’s clear that the best is yet to come. Here’s to the next 25 sparkling years.
292 Post Road East
Westport, CT 06880
5 Riverside Lane
Greenwich, CT 06878