How three jewelers opened new spaces when stores everywhere were closing—temporarily and permanently Opening a jewelry store is tough enough. How about opening one in the middle of a global pandemic? Despite the uncertainties and lingering economic concerns induced by COVID-19, the United States saw numerous jewelry retailers open new storefronts or expand their existing footprint over the past year. (In fact, in Q2 of 2021, the Jewelers Board of Trade reported 41 new business openings—36 of which were retailers.) JCK connects with three such retailers to discuss their motivations to enter deeper entrepreneurial waters, the opportunities they found, the challenges they faced, and the solutions they crafted.  Adornment + Theory In June 2021, Viviana Langhoff opened the doors to her expanded Adornment + Theory storefront in Chicago’s Logan Square neighborhood, doubling the s