The Ketterman family’s jewelry business in Virginia has quietly reached a milestone that few family-owned enterprises achieve: 75 years. The company traces its roots to 1951, when Richard and Neysa Ketterman opened Vienna Variety, a small variety store in Vienna. Originally a card and gift shop, jewelry gradually became a cornerstone of the operation, laying the foundation for future growth. In 1988, their son Dan and his wife, Tammi, opened Ketterman’s Jewelers in Leesburg, expanding beyond traditional retail to include custom design, repairs, and even apparel—a shift that reflects the business’s adaptable origins.
Today, the company operates multiple locations, blending fine jewelry, bridal work, and fashion accessories. Leadership has now passed to Richlyn “Richi” Ketterman, Dan and Tammi’s daughter, who guides the business into its fourth generation. Unlike many family businesses, Ketterman’s does not impose a single career path on its members. Richi herself once considered careers in juvenile justice or ministry before finding her role within the family enterprise. She merged her passion for event planning with retail, creating an experience-oriented approach that keeps the business fresh while preserving its identity. Dan and Tammi raised six daughters, all of whom worked in the business at some point. Today, multiple members of the third generation have made Ketterman’s part of their professional lives.
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This flexibility proved key during crises. In February 2020, the business moved into a 10,000-square-foot standalone store—just weeks before the COVID shutdown. Southern Jewelry News chronicled how the family adapted during that upheaval, guided by a longstanding family motto: “Find a way or make one.” The challenge has shifted to maintaining relevance as customer habits evolve and a new generation enters the fold. Richi’s 16-year-old son now works at the Leesburg store, though he has not yet decided if the business will be his lifelong career. In contrast, her 10-year-old daughter has already declared her intention to join the company someday. Other grandchildren, still too young to commit, represent the potential fourth generation shaping the business’s future.
The succession process stands out for its lack of rigid expectations. Richi did not see herself in the family business until she discovered how to integrate her interests into retail operations. The same openness applies to her children and cousins. Some may remain deeply involved, while others could contribute in non-traditional ways, through partnerships, consulting, or even unrelated ventures that still benefit the brand. The family’s history shows that such flexibility is not just acceptable but essential for long-term success.
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For now, the focus remains on serving customers who have trusted Ketterman’s for decades. Many return years later for repairs or redesigns, turning the business into a part of their own family stories. A ring purchased for an engagement might later be resized for a wedding, then passed to the next generation, a cycle that reinforces the company’s role in personal milestones. This continuity rests on trust, a foundation that goes beyond product offerings and speaks to the family’s dedication to craftsmanship and service.
