Our Story

After two decades in the jewelry industry — much of it spent on the road as a wholesale rep for fine jewelry and luxury watches — Jason Hooker knew it was time to bring his experience home.

In November 2023, he opened a downtown Roanoke storefront, originally launched as Refined Jewells in partnership with another local jeweler. The goal? To bring quality craftsmanship, trusted brands, and a more personal approach to the heart of the city.

As the business grew and evolved, Jason took sole ownership at the end of 2024 and reintroduced the store under a new name that reflects both pride and professionalism: Hooker & Co. Fine Jewelers.

Today, Hooker & Co. serves as a refreshing alternative to the impersonal experience of corporate chain stores. Whether you’re shopping for a milestone piece or need a trusted place for repairs, Jason and his team are here to help you feel informed and confident — not pressured or overwhelmed.

We're proud to be part of downtown Roanoke’s thriving small business community, offering everything from expert advice to custom designs and heirloom restorations. When you visit Hooker & Co., you're not just a transaction — you're a neighbor.