Ep 42 - Custom Jewelry, Family Heirlooms, The Truth About Lab vs Natural Diamonds With Jordan Graves
🌐 Website: Capo & Co. Jewelry
By Sherry Sutton | Heart of the Hustle Show
Jewelry has always held a unique place in our lives.
Some pieces mark milestones. Some represent love stories. Others carry memories that stretch across generations.
But most people don’t actually know how jewelry is made, how custom pieces are designed, or what to do with jewelry that’s been passed down through their families.
That’s exactly why I was so excited to sit down with Jordan Capo Graves, founder of Capo & Co. Jewelry, on the Heart Of The Hustle Podcast.
Jordan is a private jeweler who specializes in designing completely custom jewelry pieces — from engagement rings to heirloom redesigns — for clients who want something far more meaningful than what they might find in a display case at a traditional jewelry store.
During our conversation, we talked about everything from custom jewelry design to the truth about lab-grown vs natural diamonds, and even explored what someone can do with family heirloom jewelry that no longer fits their style.
And in Part 2 of the episode, I actually brought several pieces of my own family jewelry into the studio so Jordan could evaluate them and talk through what might be possible.
If you’ve ever wondered:
How custom jewelry is designed
What makes diamonds valuable
Whether lab-grown diamonds are worth buying
What you can do with inherited jewelry
Or how antique jewelry can be redesigned
this conversation will give you a fascinating behind-the-scenes look into the jewelry world.
Watch The Full Episode
Part 1 https://youtu.be/KO1YNHWjcak
Part 2 https://youtu.be/EfENyZ95COY
What Does A Private Jeweler Actually Do?
Most people are familiar with the experience of walking into a jewelry store and choosing something from a display case.
But that’s not how Jordan works.
As a custom private jeweler, Jordan designs pieces from scratch based on her clients’ ideas, stories, and style.
Instead of buying a ring that hundreds of other people might own, her clients collaborate with her to create something that is completely unique.
That process might involve:
selecting a specific gemstone
designing a custom setting
incorporating heirloom stones
engraving personal details
or reworking existing jewelry into a new piece
It’s a completely different approach to jewelry.
And for many people, it transforms jewelry from something you buy into something that tells a story.
Jordan shared that nearly 99% of the pieces she sells are custom designs, which means every piece begins with a conversation.
How Jordan Capo Graves Built Capo & Co. Jewelry
One of the things I love about hosting Heart Of The Hustle is hearing the real stories behind entrepreneurs.
Jordan’s journey into the jewelry world started when she was just eighteen years old.
She had been looking for a job while walking through a mall when a jeweler she knew suggested she apply at a jewelry store.
That one conversation started a career that would eventually span retail jewelry, wholesale diamonds, and eventually launching her own business.
Over time, Jordan gained experience working with several jewelry companies before realizing she wanted something different.
Retail jewelry often meant long hours, weekends, and holidays spent working instead of with family.
More importantly, it meant selling pieces that were already designed rather than helping people create something meaningful.
Eventually, Jordan made the decision to launch Capo & Co. Jewelry, where she could focus on designing custom pieces and working directly with clients.
Today, her business focuses on three primary areas:
Custom engagement rings and bridal jewelry
Heirloom jewelry redesign
Diamond fashion jewelry
Each of these areas allows her to create pieces that hold deep sentimental value.
Why Custom Jewelry Is So Meaningful
One of the most interesting parts of our conversation was the way Jordan described the emotional side of jewelry.
Unlike most products people buy, jewelry often represents some of the biggest moments in life.
Engagements
Anniversaries
Birthdays
Milestones
Family history
Jordan explained that one of her favorite things about her work is being present during these moments.
She gets to help someone design the ring they’ll propose with.
She helps couples celebrate anniversaries with new pieces.
She redesigns jewelry that has been passed down through generations.
And sometimes she helps turn inherited jewelry into something that can be worn every day.
That emotional connection is one of the reasons custom jewelry has become so popular in recent years.
The Truth About Lab-Grown Vs Natural Diamonds
One of the most interesting discussions in our conversation was about the difference between lab-grown and natural diamonds.
This topic has become a huge point of confusion for many people who are shopping for engagement rings.
Jordan explained that while lab-grown diamonds are chemically identical to natural diamonds, the way they are created can affect how people view them.
Natural diamonds are formed underground over billions of years.
Lab-grown diamonds are created in a laboratory environment using technology that replicates those conditions.
From a visual standpoint, both types of diamonds can be beautiful.
But the biggest misconception many people have about diamonds is that they are financial investments.
Jordan explained something that surprised a lot of people.
Diamonds are not financial investments.
They are sentimental investments.
The true value of jewelry isn’t necessarily what it can be resold for.
It’s the meaning behind it.
The proposal.
The memory.
The person who gave it to you.
The story it carries.
What To Do With Family Heirloom Jewelry
In Part 2 of our conversation, I brought several pieces of my own family heirloom jewelry into the studio.
Some of these pieces had been passed down through generations, and I was curious to hear Jordan’s thoughts about them.
One of the rings dates back to the late 1800s, and Jordan explained that jewelry from that era was crafted very differently than modern pieces.
Antique diamonds often have different cuts.
Settings were constructed using techniques that jewelers rarely use today.
And sometimes the structural integrity of older pieces needs to be evaluated before they can be worn daily.
Jordan explained that heirloom jewelry often falls into three categories:
Pieces that should be preserved exactly as they are
Pieces that can be refurbished and worn again
Pieces that can be redesigned into something new
This third category is where things get really interesting.
How Heirloom Jewelry Can Be Redesigned
One of Jordan’s specialties is heirloom jewelry redesign.
This means taking stones or elements from older jewelry and incorporating them into new pieces.
For example:
A sapphire from an old ring could become a pendant
Diamonds from a bracelet could become earrings
A vintage engagement ring could be reset into a modern design
This allows people to preserve the story behind the jewelry while creating something that fits their personal style today.
During the episode, Jordan shared several creative ideas for how some of my own pieces could potentially be redesigned.
Hearing the possibilities was fascinating.
And it made me realize how many people might have valuable jewelry sitting in a safe or jewelry box simply because they don’t know what can be done with it.
Why Jewelry Becomes A Family Legacy
One of the most powerful themes in our conversation was the idea that jewelry often becomes part of a family’s history.
Jordan described how many of the pieces she designs today will likely be passed down to future generations.
An engagement ring designed today may someday belong to a daughter or granddaughter.
A necklace created to celebrate an anniversary might become an heirloom decades later.
That’s one of the reasons custom jewelry is so meaningful.
It’s not just something you wear today.
It’s something that can carry stories for generations.
The Creative Side Of Jewelry Design
Another fascinating part of the conversation was hearing Jordan describe how jewelry designs actually come to life.
Once a client has an idea for a piece, Jordan often works with CAD designers who create digital models of the jewelry.
This allows clients to see exactly what their piece will look like before it’s made.
From there, jewelers craft the final piece using metals like gold or platinum, along with gemstones selected for the design.
The result is something that exists nowhere else in the world.
Why I Love Conversations Like This
One of my favorite things about hosting Heart Of The Hustle is getting to sit down with entrepreneurs like Jordan who have built businesses around their passions.
Jordan has created a business that blends artistry, craftsmanship, and storytelling.
And our conversation is a great reminder that entrepreneurship doesn’t always follow a straight path.
Sometimes it starts with a single opportunity — like a job at a jewelry store — and grows into something much bigger.
Want To Create Content Like This For Your Business?
This episode is also a perfect example of what happens inside the Heart Of The Hustle studio.
When entrepreneurs come on the show, we don’t just record a podcast episode.
We capture conversations that can be turned into:
social media clips
marketing content
reels and short videos
blog posts
and long-form content like this article
If you’re a business owner who wants to share your expertise but struggles to consistently create content, this process makes it much easier.
Want a month of content by just hanging out in the studio for an hour?
Be a guest on Heart Of The Hustle and we’ll turn your interview into done-for-you social posts, clips, and content you can use everywhere.
Final Thoughts
Jewelry is one of the most personal things people own.
It tells stories.
It marks moments.
And sometimes it carries memories across generations.
My conversation with Jordan Capo Graves from Capo & Co. Jewelry was a fascinating look into the world of custom jewelry and heirloom redesign.
If you’ve ever wondered how custom pieces are created or what you might be able to do with jewelry passed down through your family, I think you’ll really enjoy this episode.
You can watch the full conversation here:
Part 1
https://youtu.be/KO1YNHWjcak
Part 2
https://youtu.be/EfENyZ95COY
And if you’d like to learn more about Jordan’s work, you can explore Capo & Co. Jewelry and the custom designs she creates for her clients.
