Mountz Jewelers stands test of time

In an era when independent jewelers are becoming rare gems, Mountz continues to shine. For years, the family-run jeweler has helped mark life’s biggest milestones, from engagements to anniversaries and everything in between.

Its longevity is built on its reputation for craftsmanship, its commitment to the community, its loyal customers and its ability to remain resilient in a changing economy.

Dating back to the 1950s

Tonia Ulsh, co-owner, president and COO of Mountz Jewelers, explains how a family friendship evolved into a family business with her father Marvin Leitzel at the helm.

“My parents met Jackie and Vaughn Mountz through the Pennsylvania Jewelers Association and when they retired in 1979, my dad purchased the Carlisle store,” she said.

After Marvin passed, Tonia’s brother Ron moved to Carlisle to run the store with an eye toward expansion. Today, Mountz Jewelers has three locations: Carlisle, Camp Hill and Colonial Park — and a staff that has grown from 10 employees to 43.

Weathering the storms

Ulsh, who joined Ron in 1989, said she’s seen a few bumps along the way — like the recession in 2008.

“Every recession affects us, but the nice thing is that everyone still gets married. Wedding bands and engagement rings are at the core of our business,” Ulsh said.

The COVID-19 pandemic ushered in another disruption.

“It was difficult for us when the government shut down all our locations,” she said, adding that they wanted to keep the team intact. “Some were paid, others collected unemployment and we held virtual get-togethers to stay connected,” she said.

What stung most, she said, was big-box retailers like Costco and Walmart were allowed to keep their jewelry departments open.

“Despite all that, our business came out stronger on the other side,” Ulsh said.

Hand-selected and custom-made

Mountz offers an array of necklaces, earrings, bracelets, rings, watches, pearls and diamond jewelry.

“We hand-select every diamond that we sell,” said Ulsh, who is a certified gemologist appraiser. According to Ulsh, it’s important to view diamonds in person to assess their value.

Ulsh said she enjoys working with people to produce custom jewelry, which starts with wax carvings and continues with 3-D CAD technology.

“Many people inherit jewelry that might not be to their taste and they come to us to transform it into something else that they can then pass down,” she said, adding that she sees custom design playing a big part in the future.

Ulsh said that it’s important to stay abreast of the trends.

“That’s the fun part of the business. We go to an annual jewelry show in Las Vegas and are also part of a group of jewelers, so if we see something that’s trending in some of the bigger cities, we can bring it here,” she said.

She noted that silver was popular not long ago, but gold has regained the spotlight.

“With the price of gold now, people can see the value of it,” she said, adding that Mountz also buys gold and silver for cash or credit.

Mountz has also expanded its online presence.

“We’ve made progress, but it’s difficult to compete with national companies when it comes to SEO,” Ulsh said.

Building customer loyalty

People like Mike Wilson of Harrisburg appreciate Mountz’s personal touch.

“Life is all about relationships,” said Wilson. “The team at Mountz truly understands delivering timeless and meaningful pieces through life’s important moments. In a world that is so often transactional, they provide trusted guidance and flawless service every time.”

Long-time customer Anne Carnathan agrees.

“The staff at Mountz is truly exceptional — warm, knowledgeable, and kind. They listen, understand my taste and make the experience personal and refined. There is never anything too small or large to repair to perfection.”

According to Ulsh, many clients are now third-generation customers.

“We’re now serving their children and grandchildren, which is amazing,” she said.

Mountz is dedicated to giving back to the community.

“We give to 75 non-profits every year. It’s all about reciprocity. They support us and we support them,” she said.

Events that sparkle

Ulsh said that the company keeps the buzz going with events throughout the year.

Recent highlights included a John Hardy Artisan Experience, a Bridal Bash and an event featuring artisans from Bali. Next up is a holiday showcase on the Friday before Thanksgiving.

“It will be a mingle-style party where clients can browse new collections in a festive setting,” Ulsh said.

Supporting Gem Legacy’s mission

Each year, Mountz partners with Gem Legacy, a non-profit that helps create a lasting impact in East African mining communities.

Through events featuring gemstones for custom pieces, Mountz helped fund:

443 miner tool kits

27 scholarships

7 adults attending college,

8 students at a gem-faceting school.

Advice for aspiring entrepreneurs

Ulsh offers simple, but powerful advice to anyone thinking of opening a small business.

“You have to have a passion for it so people can see your love and be part of it. You also have to surround yourself with great people. Our team is excellent and we’re so happy to have them—they’re extremely important to us,” she said.

Stephanie Kalina-Metzger is a freelance writer