Today we’d like to introduce you to Rachel Flynn.
Hi Rachel, we’d love for you to start by introducing yourself.
I’m a fourth-generation owner of Betz Jewelers in downtown Columbia, a business that’s been part of my family for decades. I grew up spending time in the store and learning what it means to take care of people during life’s biggest milestones, hearing stories of my great-grandfather’s jewelry repair work, my grandpa Glenn’s master craftsmanship, and my dad’s generosity. When my husband, Robert Flynn and I stepped into leadership, I wanted to honor that tradition but also bring in new ideas that would carry us into the future.
During 2020, when COVID hit, our physical doors were closed for the first time. We decided to build our e-commerce site and do Facebook Lives, photographing products on my dining room table and finding ways to connect with customers online. What started as a survival project completely changed the business, as now we’re able to serve not just Columbia, but customers all across the Midwest, and even internationally. That pivot opened my eyes to how much people value small-town service, even from afar, and it helped position Betz as both a legacy jeweler and a modern one.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Definitely not always smooth. Running a multigenerational business comes with both incredible privilege and pressure. You’re trying to honor what your family built while also evolving it for a new generation. COVID was a huge test — retail shut down, weddings were postponed, and there was so much uncertainty. But that’s also what pushed us to innovate and build our online presence. My dad never marketed and always relied on “word of mouth,” and with my PR background that was one thing I changed right away. Getting involved in the community, advertising, creating innovative digital content – these are things we’re now known for, and they’ve helped us grow leaps and bounds.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
At Betz Jewelers, we specialize in fine jewelry, custom design, engagement rings, rare colored gemstones and estate pieces — but more than anything, we specialize in relationships. We’re known for personal service, creative marketing, and making jewelry shopping approachable and fun. I’m proud that our store has grown into something that feels both timeless and fresh. That we’re able to make our clients feel included and loved no matter where they’re located, through inclusive Facebook live events, online selling, texting and other forms of personalized service,
I’m especially proud of the fact that we’ve blended tradition and innovation — from launching e-commerce to revamping our marketing with community events and fun campaigns (often starring my kids, Betz Jewelers’ fifth gen). Having three bench jewelers and a graduate gemologist on staff allows us to source rare gems and create custom designs unlike any other stores in the region.
Winning Columbia’s Small Business of the Year in 2024 was such a full-circle moment — proof that honoring history and embracing change can coexist beautifully, as well as being awarded the Debin Benish Businesswoman of the Year award by the Chamber of Commerce in 2025. It felt very validating. Like all the hard work is paying off.
Is there anything else you’d like to share with our readers?
Jewelry is such a personal business — every ring, necklace, or heirloom carries a story. I love that our store gets to be part of those moments, from “yes” to anniversaries to new babies and new beginnings. And as much as I love the sparkle, it’s really about the connection. Whether someone walks into our downtown shop or orders from a military base halfway across the world, they’re treated like family. That’s the Betz way — and it’s what I hope to keep building on for the next generation.
Contact Info:
- Website: https://Betzjewelers.com
- Instagram: @betzjewelers
- Facebook: https://Facebook.com/lcbetzjewelers
