Bright Future

By maintaining their parents’ hands-on approach to management, Brad and Rob Wheeler have grown the company significantly since their return to the family business in 1978, with the help of a strong employee team. Today, Wheeler occupies 74,000 square feet and employs more than 100 people in Lemmon and Rapid City, with over 60 sales reps covering North America.

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While Wheeler continues to produce sterling silver rings with gemstones, the lines have expanded to include a wide variety of jewelry. Current offerings range from pendants to earrings and bracelets, from contemporary to classic designs, using materials spanning from gold to tarnish-resistant stainless steel.

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Like their fathers before them, the third generation of the

Wheeler family has now become involved in the business and is spearheading the ongoing evolution of product design, manufacturing processes, and business practices. The company embraces the future while it also adheres to the principles that have made it the leading jewelry wholesale company in the tourist, souvenir and travel industries:

• Providing a diverse collection of high-quality lines

• Service from the best rep group in North America

• Abundant display options

• Programs for high-volume customers

• Annual product refreshments with returns for credit

• Fast and accurate order turnaround

• Generous dated terms