Bill Jones
Bill Jones, the son of Sissy Jones, founder and CEO of Sissy’s Log Cabin, and Murphy Jones, secretary-treasurer, runs much of the day-to-day business of the jewelry franchise, which has locations in Pine Bluff, Little Rock, Jonesboro and Memphis. He also is the president of Wildwood Realty.
Jones, who was raised in Pine Bluff, attended the University of Arkansas at Fayetteville and the University of Arkansas at Little Rock. He’s a graduate of the Gemology Institute of America at Santa Monica and a graduate gemologist.
Sissy’s Log Cabin was founded in 1970 in Pine Bluff.
What’s unique about the jewelry customer in Arkansas compared with other states?
I wouldn’t say our customer is unique, but I would say our customers are special. I know that is somewhat cliché, but they are. They desire things that are not in other jewelry stores. We pride ourselves in servicing our customer with merchandise that is truly extraordinary, which in turn makes our jewelry special.
The Great Recession and student debt seem to have made some relatively permanent changes in the spending habits of Americans. Is Sissy’s seeing any changes in customer behavior, and if so, how have you responded?
We really can’t say we have seen a downturn, but we have seen a steady flow of regular customers and referrals from them daily. Our bridal business is very strong from advertising, and being in this market for so many years, people feel like we are part of their family.
Is the Apple Watch a threat to high-end watch sales?
The Apple watch is a neat watch and has many great features. I think for millennials it’s a great fad. But our customer who desires a nice timepiece and wants luxury timepieces knows that’s what we are about. This, like many other things, will pass and as the millennials become more successful they will want something that they can pass down to the next generation.
How does Sissy’s compete against online jewelry retailers, or do you see them as attracting a different customer base?
You answered it. The customer who buys diamonds online is looking at price, not quality. When shopping for diamonds it’s important to do a comparison so that you can see the difference with your own eyes. Plus, you get professional service from a professional person to help with any needs you might have in the future.
Sissy’s is a strong, recognizable brand. How do you ensure that the brand is preserved and enhanced?
Our biggest asset is our people. As our brand continues to grow and expand, we seek out the best people we can find. It’s important to our family to find the right individuals to represent our company and our future. The next thing is quality of our product and services. We must and do maintain a high level of satisfaction when it comes to products. I like to handpick a great deal of our products to ensure that when you take our product, you feel and know without a doubt it is well made.
What’s the greatest advantage to being part of a family-owned business? The greatest disadvantage?
The greatest advantage to being part of a family-owned business is getting to work with the people I love. I am so blessed to be able to share my passion with Sharri, my wife, and two sons, William and Wyatt. Let’s not forget my mother, Sissy, and father, Murphy. Without them we would not be where we are today.
As for disadvantage, because of the closeness of a family, tempers can flare and feelings can be hurt. You have to separate business from family. It is easier said than done. We have a rule: Don’t bring your work home.
Sign up for Daily E-news
