It all started with a small suitcase containing a few beautiful pieces of jewelry, gems and pearls mostly, which Bill Campbell carried with him door to door along the Emerald Coast. Fifteen years later, McCaskill & Company is not only owned and run by Campbell, but is renowned as one of the best jewelry stores in the country.
In 1994, Campbell’s suitcase graduated to a kiosk in Seaside, where he commuted seven days a week until moving to the Market Shops in Sandestin where he spent four more years selling jewelry to Florida residents and visitors from a rented space. He never had any other help and worked double shifts – but his wife, Elizabeth, will attest he was so excited about the new venture that he never complained.
After spending more than 20 years running his family’s building supply business, Campbell knew it wasn’t what he wanted to spend the rest of his life doing. As a child, he was fascinated by the beauty and precision of diamonds and precious gems, instilled by his grandmother Gussie McCaskill Campbell. The fascination never left him, instead developing into a full-fledged passion and sparking his career change and the namesake for his own store.
McCaskill & Company’s landmark location, nestled between Destin and Sandestin, opened in 1999. Over the last 15 years, Campbell and his wife have worked together to make exclusive and exquisite jewelry and watches available in the panhandle.
“He had an opportunity to fulfill a lifelong dream; he followed his heart and it all came together,” said Elizabeth.
Neither Bill nor Elizabeth has a background in the business – just a passion for jewelry. Thanks to following Campbell’s dream, they now love owning and operating McCaskill & Company. With her background in community mental health, Elizabeth left her full-time job to join her husband when the flagship store opened, overseeing the business operations and marketing.
Today, the company has become renowned along 30-A, throughout the South and across the nation as one of the best of the best.
In the past year, the business was recognized in area polls as “Best Jewelry Store” and “Best Place to Splurge on Her.” The store has been featured in Harpers Bazaar magazine as one of the “Best Jewelry & Watch Retailers in America;” Harpers not only looked at reader favorites, but sought wisdom of jewelry connoisseurs across the country. McCaskill & Company has also been designated a “Couture Jeweler” for the last 15 years running, ranking the couple among the top 150 national independent jewelers.
The recognition is a testament to Bill and Elizabeth’s hard work: “We both got into this business as a second career and, in a very short period of time, were able to create something unique and special.”
Meeting with customers who are looking for that special-something for a birthday, anniversary, “Will you marry me?” or other special occasion, the Campbells love coming to work every day.
“We are blessed to be with people at the happiest times of their lives,” described Elizabeth.
And they admit they couldn’t do it without each other. In perfect yin and yang, while Bill spends his time up front greeting and helping customers, Elizabeth is usually in the back working on the business side of things.
“People who visit our store for the first time have never been to a jewelry store quite like it,” Elizabeth explained. “We wanted the store to be warm and inviting, so it feels like home. Our showroom is like a living room [complete with a fireplace and a tray of freshly baked cookies] and our showcases are more gallery-style, with tall pedestals showcasing each designer.”
The Campbells personally know each designer featured in their store. The personal collection started with Henry Dunay, the first to create ‘designer’ jewelry featuring his name with the pieces. He could sense Campbell’s passion and excitement and agreed to meet with him – which quickly led to putting together a collection.
“That opened a door to anyone else,” the couple said. “It provided credibility and other designers immediately trusted us because Henry had put faith in us.”
Oscar Heyman, known for creating the finest precious stone jewelry, was another major name to join the list of designers in the store – and more soon followed. Today, they feature two-dozen renowned designers such as David Yurman, Erica Courtney, Louis Glick, Kwiat, Daniel K and Gurhan. They offer bridal collections from 10 designers and in addition to their line of TAG Heuer luxury sport timepieces, they are the area’s official Rolex jeweler.
This summer, trunk shows in-house will showcase the designs of Alex Sepkus (June 24-25), Konstantino (July 8-9) and Oscar Heyman (July 15-16). The Campbells encourage anyone with an interest in seeing beautiful jewelry to stop by for the shows, even if just to look.
“People come to us not just because of the lines we carry, but because of the feel they get when they come here,” the couple described. “People are often intimated by high-end jewelry, but our staff is so personable and when you stop by, you aren’t a customer – you’re a friend.”
Adjoining their showroom, the Campbells’ daughter Carolyn houses her fashion designer jewelry and accessory boutique, Sarah Carolyn, which greatly complements her parent’s business. Between both stores, there truly is something for everyone.
McCaskill and Company is located at 13390 Highway 98 West in Destin, FL. They are open Monday through Saturday from 10 a.m.-5:30 p.m. For more information, call (850) 650-2262, email info@mccaskillandcompany.com or visit www.mccaskillandcompany.com.

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