Fourth and fifth generations keep Ludwig's Jewelers going strong in 145th year

Amber South
Chambersburg Public Opinion

Ludwig's Jewelers has been a family affair in downtown Chambersburg for 145 years.

The fourth and fifth generations are running the show today as the business at 121 S. Main St. celebrates the special anniversary.

George Ludwig opened the business in 1877, and his brother joined him a number of years later. Today, William Ludwig's great granddaughters - sisters Ann Wagner, Jane Mentzer and Emily Dentler - are the faces of Ludwig's Jewelers, along with Mentzer's daughter, Kyle Shover. There are plans for Dentler's daughter, Lacey Fegan, to join soon, following her career as a teacher.

These mothers, daughters, sisters, nieces and cousins grew up in the store, starting out by wiping down display cases, vacuuming and doing other menial tasks. Wagner said she was 5 when her dad began bringing her and her siblings into the store as a way to give their mom a break at home.

Shover began working in the store when she was 11, or perhaps a year or so older. She was pretty sure she wanted to follow in the footsteps of many relatives before her and make Ludwig’s her career, but her mom didn’t want her to feel obligated and asked her to first try out a job somewhere else. That job at J.C. Penney's was perfectly fine, but it proved to Shover that she wanted to be in the family business.

From left, Kyle Shover, Ann Wagner and Jane Mentzer are pictured in front of a display case honoring their family history at Ludwig's Jewelers, on July 29, 2022.

"It's been a part of your life since you were born so, naturally, you go ahead (and join the family business)," Wagner said.

That Ludwig's is totally run by women mostly comes down to chance.

"If you look at the history, my dad was one of two boys, his dad was one of three boys, so it was kind of male-dominated just by birth until it got to us," Wagner said.

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Ludwig's adapts to the times

No business survives for over a century, or even far less, without adapting to the times. Wagner recalled sterling silver dishes once filling the display cabinets on the walls; now nobody wants that fancy stuff.

"It's constantly changing, and if you don't change, that's when you're not going to be in business," she said.

Inflation and other market challenges make it even harder for businesses to be successful these days. For Ludwig's that means being selective when purchasing inventory, Wagner said.

“You can’t take on the riskier things,” she said.

Ludwig’s has found success with “distinctive” sterling silver jewelry, such as the Tree of Life collection. Designed by Lois and Don Funk of the former Route 5, a Chambersburg gift shop that closed in 2015, the tree is a symbol for life itself.

“A lot of people who collect it like to give it because it’s a nice gift for family members because the tree of life goes through a family,” Wagner said.

Smart business decisions only go so far, though. Wagner said the women of Ludwig's prioritize customer service and strive to make their customers feel like family.

Tree of Life items on display at Ludwig's Jewelers on July 29, 2022.

A downtown staple, forever

Ludwig's Jewelers will always call downtown Chambersburg home, Wagner is sure about that.

As the oldest business in the downtown corridor, Ludwig's has been a staple while many other businesses have come and gone. Some simply closed; others moved to the new, hot shopping center of the day.

"No. No," Wagner said when asked if the business would ever move. "That is very important to us, this downtown. We've all been active in different organizations to help keep downtown vital, and I would feel particularly that I was going back on my word if I moved out of downtown."

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A sale to celebrate

To mark its 145th anniversary, Ludwig's Jewelers is hosting a sale through Aug. 13.

Jewelry is 20% off (excluding sale, estate and Tree of Life items). Watches and Southern Gates items are 30% off. The store also is offering 50% off a selection of diamonds, colored stone jewelry and Nicole Barr items.

In addition, each Tree of Life purchase comes with a gift and there are giveaways.

Learn more at ludwigsjewelers.com.