Meet Jourdan B. Shelton | Fine Jewelry Designer & GIA Certified Appraiser

We had the good fortune of connecting with Jourdan B. Shelton and we’ve shared our conversation below.

Hi Jourdan B., can you walk us through the thought-process of starting your business?
I’ve always had an entrepreneurial spirit, and after gaining hands-on experience in both the New York and Los Angeles markets, I saw a clear opportunity to do things differently. I wanted to move away from the traditional retail model and build a business focused on personalized service, education, and long-term relationships. I knew that by taking a concierge approach, I could eliminate the pressure and formality of a typical jewelry store and instead create a more meaningful, tailored experience for clients. Starting my own business also gave me the ability to control the quality, pricing, and creativity behind each piece, while giving me the flexibility to grow a company that reflects both my values and my lifestyle as a mom of four. It was a leap, but one I was ready for.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
JB Jewelry Co. is a concierge fine jewelry business built on trust, education, and long-term relationships. I work one-on-one with clients to design custom pieces or reimagine heirlooms in a way that feels approachable and personal. What sets me apart is the level of service and transparency I provide. I meet clients at their homes or mine, walk them through the process step by step, and focus on creating something truly meaningful rather than pushing a sale. It’s a no-pressure environment where clients feel seen, heard, and cared for.

I’m most proud of the relationships I’ve built. Many of my clients become lifelong friends. I’ve helped people propose, celebrate anniversaries, welcome new babies, and honor loved ones. Being part of those moments is incredibly special.

Getting to this point wasn’t easy. Starting a business in a competitive industry came with its fair share of challenges. I didn’t have a roadmap—I had to build it from scratch, learning how to manage everything from sourcing to sales to marketing. There were moments of doubt, but I kept coming back to my “why”: creating something lasting, both in jewelry and in relationships. I’ve learned that being authentic and consistent pays off.

What I want people to know is that JB Jewelry Co. is more than a business—it’s a reflection of who I am. Every piece I help create carries a story, and it’s an honor to be part of that. I’ve built this company with heart, grit, and integrity, and I’m excited to keep growing it one meaningful piece at a time.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If my best friend came to visit, I’d want to give them the perfect mix of elevated experiences, local gems, and a little bit of luxury—Colorado style.

Whether it’s ski season or summer, Vail is always worth the trip. In the winter, we’d spend the mornings on the slopes and warm up with lunch at The 10th. In the summer, it’s all about hiking, strolling through the village, and enjoying the mountain air. For drinks, we might choose between the Spritz Window at Tavernetta at the Four Seasons—where an Aperol Spritz in the sun is unbeatable—or Root & Flower, where I love their craft cocktails (and mocktails!) and cozy atmosphere. From there, we’d head to dinner at Sweet Basil or La Nonna to round out the evening.

To me, the perfect week combines connection, beauty, and a little indulgence—just like the jewelry I create. Whether we’re in the city or the mountains, there’s no shortage of inspiration and great company here in Colorado.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
There are so many people who helped shape my journey with JB Jewelry Co., but I have to give special recognition to the early mentors who taught me the business from the ground up. From the first jeweler I worked with, who introduced me to private, client-focused jewelry, to the industry professionals in Los Angeles who trusted me to manage a high-end showroom in Beverly Hills, those experiences were pivotal. They gave me the confidence to bet on myself and build something of my own.

I also owe so much to my family. My husband and kids are the reason I work so hard to grow something meaningful. Their love, encouragement, and patience through the early stages of JB Jewelry made it possible to take risks and stay the course. And finally, I’m incredibly grateful to my clients. Many have supported me from day one and continue to come back for each milestone in their lives. They’re not just customers — they’re part of the JB Jewelry story.

Website: https://jbjeweleryco.com

Instagram: @jb_jewelryco