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With the Jones family gathered together, the decision to move to the Heights now rested on a single text message.
"There had been a lot of yeses, noes, maybes," says Sissy's Log Cabin President Bill Jones. It was time, however, to make a decision.
Bill Jones recalls telling his mother, Sissy Jones, as he placed his cell phone in the middle of the table, that their decision to open a Little Rock store rested with her—all you have to do is hit the send button, he said. Basically the short message was to let Rolex—who had approached them about selling their watches in Little Rock— know they were opening a second location in the capital city.
Or she could delete the message, and Rolex would look for another distributor.
The company's founder and CEO Sissy Jones remembers saying before hitting send, "Oh what the heck!"
The story is now Jones family lore. Today, the Heights' only log cabin is filled with late afternoon shoppers, and the store's 15 employees are hopping. Sissy Jones stands in the middle of the sales floor, smiles and says, "I don't know what took us so long. We love the Heights."
She says the reception has been great, and "People thank us for being here."Defying the odds
When other jewelry stores are closing, unable to compete with big-box and Internet competition, Sissy's Log Cabin is flourishing and even in the process of opening a third store in Hot Springs. Their first store opened in Pine Bluff in 1970 in a small log cabin that Sissy Jones describes as "leaning a little."
Instead of trying to compete with promotional grade, or lower end jewelry lines, Sissy's Log Cabin has remained true to its mission of providing quality pieces, from lines such as Rolex, Steven Lagos, Siera and Mikimoto and by employing award-winning designers like Master Jeweler Christo Kiffer.