MYRTLE BEACH, S.C. - On July 1, Ashcroft & Oak Jewelers opened its first and only South Carolina location at Coastal Grand Mall, bringing a family jewelry business that traces its roots to 1910 to the Grand Strand just as the region enters its busiest travel season. The opening landed days before Myrtle Beach welcomes the holiday crowd that recently topped Tripadvisor's 2026 Summer Travel Index as the No. 1 U.S. destination for Fourth of July weekend.
The Myrtle Beach store is the company's debut in South Carolina and joins a network of more than 72 stores across 16 states under the Rogers & Hollands and Ashcroft & Oak names, making it one of the oldest and largest still family-owned and operated jewelers in the United States, at a time when nearly every independent jewelry chain in America has been absorbed by private equity or larger conglomerates.
The store carries more than a century of family history with it. The jewelry name traces back to 1910, and the business has been owned and operated by the same family since 1945, now into its fourth generation, with the founder's descendants still guiding the company today.
Much of the modern company was shaped by Juell Kadet, a trailblazing figure in a mid-century trade run largely by men. She was the first woman admitted to the men-only 24K Club of the City of New York and the first woman featured on the cover of National Jeweler magazine. A gifted jazz vocalist who recorded two albums to benefit children's and cancer charities, she was (quite literally) the voice of the company, having sung its nostalgic jingle, "jewelry created for now and forever," herself. A breast cancer survivor, she founded a cancer research foundation that has raised more than $1 million. Today, the company is looking into 2026 and beyond with 4th generation of family involvement, keeping the tradition of a family-owned and operated business strong.
For a market built on visitors, Myrtle Beach draws as many as 20 million each year, the majority arriving by car from neighboring states, the store offers a practical advantage.
Through its membership in Jewelers for Children since 2018 and its Embracing Our Neighborhoods program launched in 2022, the company has supported children's hospitals, cancer research, and more than 255 nonprofits nationwide, continuing a giving-back tradition Juell Kadet modeled for decades.
The Ashcroft & Oak store is located at Coastal Grand Mall and opened on July 1, 2026. Regular hours of operation are Monday through Saturday from 10:00 AM to 8:00 PM, and Sundays from 12:00 PM to 6:00 PM.