Franklin County native Joanna Gruver knows a thing or two about items that sparkle and shine. While she’s traveled all over the world, the professional jeweler has lived and worked in Franklin County for over 34 years and wouldn’t have it any other way!

Joanna is a graduate of Franklin County High School and Ferrum College where she earned a bachelors in international studies, Russian, and criminal justice. Early in her career she was given an amazing opportunity to start a jewelry business and stay in the county she loves. Her business began as Haywood’s Jewelers, Smith Mountain Lake and recently changed its name to Jo & Co. Jewelers.

“It’s the same smiles, same service, new name,” said Joanna.  “I’ve been fortunate to travel the world buying jewelry and diamonds but it always feels great when I get back home.” She recently celebrated her 26th year in the jewelry business and her 19th year owning the store.  

Keep reading to learn more about how Joanna brings the bling to Franklin County and what she thinks makes Franklin County shine.

What part of Franklin County do you live in? 

I grew up in Callaway, attended Ferrum College and now my business is in Westlake. So I have lived in, been educated in or worked in Franklin County for over 34 years.

What’s your favorite part about living in Franklin County? 

I love the people. It is a beautiful county but the people are the most beautiful part.  I mean this for lifetime residents and transplants.   I think good people attract good people and that means good people appreciate our area and move here. 

What do you do for fun outside of work? 

Outside of work I enjoy playing sports, time with friends and family.  I am also passionate about volunteering and donating in our community.  This is an amazing area to live and work in and I want to do my part to keep it that way.

What’s your favorite place in Franklin County? 

My mom and dad’s house off Callaway Rd.

What advice do you have for finding or meeting new people?

Join a civic group or help out with a charity group! There are always people doing interesting things here and this is a great way to connect with them.

What professional groups/organizations are you involved in? 

I’m a member of the Rocky Mount Rotary, Smith Mountain Lake Lions, and local Chamber of Commerce.

What does #FranklinCountyShines mean to you? 

Well, since I sell diamonds and gold, I like to think it’s people wearing bling from Jo & Co. Jewelers (formerly Haywood’s Jewelers, Smith Mountain Lake)!

The next time you’re in the Smith Mountain Lake area, be sure to stop by Jo & Co Jewelers, say hello to Joanna and her friendly staff and check out some of the beautiful things they have to offer!

Franklin County Shines is a series about the people and places that make Franklin County one of the best places to live, work, and play. #FranklinCountyShines