How a Texas Jeweler Ended Up Sharing Space With a Cake and Coffee Bar

By Rob Bates | October 23, 2026

Nacols Jewelry may be the world’s only jeweler where the smell of fresh baked goods is constantly wafting through the store.

“You get a little nose-blind to it when you’re in it all the time,” Jesse Turnbo, vice president of the Wichita Falls, Texas–based retailer, tells JCK. “But people tell us almost every day: ‘It smells great in here.’”

That scent comes from the 1889 Cake and Coffee Bar, which occupies about 1,800 square feet of Nacols’ 7,500-square-foot location. While technically the 137-year-old jeweler and coffee bar are different businesses—they have separate entrances and schedules, though their hours overlap about 90% of the time—Turnbo says the two are so close that they basically cohabitate.

“There are windows side by side,” he explains. “We have doors in front that let you go into both places. You can see into the bakery from the jewelry store. It’s very connected. We do a lot of joint events. It very much mixes and mingles between the two.”

It all began three years ago, when Nacols had an opportunity to graduate from its old space to one that was three times the size. But that new space turned out to be a little too large.

“We thought, ‘What could we do that’s different and fun and create a community space for people so we would stand out more than a typical retail store?’” Turnbo says. “My wife is a professional cake decorator. She has done it for about a decade now. We sell a ton of wedding bands. So we thought we’d do wedding cakes and cake tastings.”

After they started making cakes, they began serving up cake slices. And, of course, you can’t have cake without coffee. Which means you also need tea. Then came cookies and brownies. Soon. Turnbo says, the coffee bar had turned into a full-fledged business, with a distinct design that “doesn’t feel like you’re in a hotel bar.”

Since then, “the bakery has become an integral part of our experience here,” he says. “We see about 3,000 people a month through that side. From a jewelry perspective, it’s incredible for traffic. It’s been the best marketing tool we have.

“It makes people a lot less intimidated to come in here. If a guy walks in for an engagement ring, and he’s been in the bakery or coffee shop a couple of times, he already knows the place, the people.”

Turnbo hasn’t heard of any other jewelry stores that have bakeries in them and doesn’t know if any others could pull it off.

“You have to have a specific layout to run this exact idea,” he says. “We kind of lucked into it with this building and this layout.”

Yet even though the bar and jeweler are very different businesses, Turnbo says they have more in common than you might think.

“Both are very experience-based,” he explains. “People like to go to a jewelry store for a luxury experience and feel like the people there understand them and care about the same thing they care about—how the engagement is going to go, making sure they get the right birthday or anniversary present.

“The coffee industry is the same. It’s about hospitality. It’s giving people a place to breathe and chat and have life moments. We see a lot of the same celebrations, the same conversations on both sides.”

(Photos courtesy of Nacols Jewelry)