It’s All Relative: London, Ontario’s Nash Jewellers

At Nash Jewellers, staff is treated like family, and customers are part of a communityWhen John A. Nash borrowed $500 to open his eponymous store in 1918, he met instant success. Then he met the Great Depression. Nash Jewellers survived—the enterprising Nash established a recession-friendly trade-up program called “Grow Your Diamond”—and thrived, thanks in no small part to the celebrity-athlete status of his son John B. (A world-class golfer who also excelled in badminton and curling, John B. joined the family business and helped brand the Nash name in the London, Ontario, market.) When John C. took over in 1976, he made some big changes. Yet one thing he and his son Colin have kept in place: John A.’s “Grow Your Diamond” initiative. In the Beginning…John: I entered the business after a 12-year teaching career, inheriting a very senior staff; the average age was 65. We ha

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