Traverse City Buzz: James C. Smith Fine Jewelry has been named one of America’s Coolest Small Jewelry Stores by INSTORE, the magazine for the American jewelry store owner. The Traverse City, Michigan, business took fourth place in the Small Cool division for stores with five or fewer employees.

A total of 89 stores entered the 12th annual contest that highlights the best examples of independent jewelry retailers in North America.

“Every year we feel privileged to bring our readers the best of the best in our industry,” said Ralf Kircher, INSTORE’s executive editor. “From its charming appearance to its impressive product lineup, James C. Smith Fine Jewelry easily falls into that category. But a store wouldn’t really fit our ‘cool’ criteria if it weren’t for such aspects as innovative marketing and creative retail environment.”

Stores are judged in exterior appearance, interior appearance, store biography, advertising, website and overall individuality.

The top five winners in the two divisions are given trophies and featured in the August issue of INSTORE and at

Check out all the best boutiques of Traverse City in the MyNorth Vacation Guide.