I don’t know about you, but I love hearing stories about regular people who had a dream and managed to turn that dream into a successful business. Stories like that are inspiring and show that anyone can achieve their goals with hard work and perseverance. The story of Jaxxon Jewelry and its founder, Josh Deemer, is one of those stories. When I first heard how Josh and his wife Julia started Jaxxon out of a desire to fill a need in the market, I was fascinated. I wanted to know more about how this husband-wife team built their men’s jewelry company from the ground up.
In this article, I’ll share the origins of Jaxxon, its growth over the years, Josh’s background, the company’s unique market positioning, and more. By the end, you’ll know how Jaxxon became today’s famous men’s jewelry brand.
Let’s start at the beginning.
Spotting a Gap in the Market
They say necessity is the mother of invention. In Jaxxon’s case, you could say perceiving a need sparked the idea for the business.
It all began when Josh Deemer and his wife Julia shopped for jewelry in 2017. Josh was looking for a nice gold chain but was dissatisfied with the selection. The chains he saw were either too expensive or cheaply made. He wanted something well-crafted but at a reasonable price point.
Julia pointed out that there didn’t seem to be much quality, affordable jewelry targeting men specifically. The market mainly consisted of overpriced big-name brands or low-end fashion jewelry. There was very little in between.
That’s when the lightbulb went off. Josh realized there was an opportunity to offer well-made men’s jewelry at accessible prices. The market had a gap, and he could be the one to fill it. When considering your next jewelry purchase, comparing Jaxxon vs. GLD can provide insights into the distinctive styles and offerings each brand brings to the table.
From Idea to Action
His entrepreneurial instincts kicked in once Josh recognized the need for quality, mid-priced men’s jewelry. He started researching manufacturing, materials, and potential suppliers.
After doing homework, Josh decided the best route was to produce chains and other pieces in Italy. He knew Italy had a long tradition of expert jewelry craftsmanship. Working directly with Italian jewelers, he could get quality without the retail markup.
In 2008, Josh and Julia launched Jaxxon to implement their vision. Based out of Atlanta, Georgia, Jaxxon would focus exclusively on making men’s jewelry accessible.
The name “Jaxxon” was carefully chosen as a masculine and bold brand identity. The logo featured a capital J flanked by two Xs to drive home the rugged but sophisticated vibe.
Keeping the Focus on Quality Craftsmanship
From the beginning, Josh was clear that quality would be the top priority. He only wanted to use metals and materials that would stand the test of time.
For Jaxxon’s jewelry suppliers, Josh partnered with jewelers who were members of the Responsible Jewelry Council (RJC). The RJC is an international nonprofit organization that promotes ethical and sustainable business practices in the jewelry industry.
By selecting RJC partners, Josh ensured Jaxxon would source metals responsibly and adhere to strict labor and environmental standards. This aligned with his values while also guaranteeing top-notch craftsmanship.
Bringing Italian Style to American Men
I don’t have to tell you that Italian design is legendary in fashion. The Italians blend quality with style, from sleek Ferraris to expertly tailored suits.
Josh wanted to infuse that elegant aesthetic into Jaxxon’s men’s jewelry. He worked closely with Italian jewelers to design chains and other pieces for American male sensibility.
The result was a collection of bold, substantial accessories perfect for every occasion. Unlike flimsy fashion jewelry, Jaxxon pieces make a confident statement. They have the kind of refined yet rugged look that American guys love.
When you buy a Jaxxon chain, for example, you can feel the quality and attention to detail. The links have visible heft without being overly showy or flashy. The designs stay true to the Italian sense of masculine grace and sophistication.
Keeping Prices Attainable for the Average Guy
From day one, Josh recognized that price would be a deciding factor for Jaxxon’s target audience. He knew guys wanted quality and style at a price they could justify.
By cutting out intermediaries and working directly with manufacturers, Jaxxon manages to avoid markups. No bloated retail expenses are getting passed down to the customer.
What does this mean for buyers? It means getting the look and durability of a high-end jewelry brand at a fair cost. Jaxxon prices stay accessible for regular consumers.
When comparing a Jaxxon chain to alternatives, the difference becomes apparent—competitors with similar quality charge well over $1,000, sometimes several thousand. Jaxxon offers the same caliber of craftsmanship starting under $300.
For the budget-conscious guy looking to invest in a classic, everyday chain, Jaxxon delivers. You pay for quality materials and artistry without paying for a prestige name.
Growing From Humble Beginnings
Of course, launching a new company is never easy. Jaxxon started small like most startups do. But Josh had a vision and passion for the brand. Through hard work and persistence, Jaxxon gained a loyal following and began to thrive.
From 2008 to today, the company has experienced steady, organic growth. Appearances in magazines like Maxim and Sponsor generated exposure. Positive customer reviews spread by word-of-mouth brought more American men on board. Jaxxon built an impressive fanbase across pro athletes, celebrities, and everyday buyers.
After over a decade in business, Jaxxon offers an extensive collection beyond just chains. The product line includes bracelets, wedding rings, pendants, watches, and more, all made in Italy to Jaxxon’s exacting standards.
The brand has become one of the most popular high-quality, affordable men’s jewelry sources. Not bad for a startup born in Josh’s basement!
Josh Deemer’s Entrepreneurial Drive
If you look into Josh Deemer’s background, it’s unsurprising that he became an entrepreneur. He always had the motivation and tenacity needed to start his own company.
After finishing college, Josh started out working in corporate IT sales. He did well and moved up the ladder, but ultimately wanted to create something of his own. The feeling of identifying a market need and building a brand from zero appealed to his entrepreneurial spirit.
With Jaxxon, Josh could incorporate his business knowledge and personal passions into a venture of his choosing. He devoted himself entirely to making Jaxxon a success.
That total commitment and work ethic are a big reason the company beat the odds. Lots of startups fizzle out in the first few years. But Josh’s perseverance and strategic vision put Jaxxon on a steady expansion path.
Josh continues to lead the company today as its CEO. He still oversees Jaxxon’s growth and regularly connects with customers. Even after becoming an established brand, Jaxxon maintains the personal touch of a family business.
Giving Back to the Community
As Jaxxon grew over the years, Josh made it a priority to give back when possible. He knew his good fortune could benefit others who were struggling.
For over a decade, Jaxxon has donated a portion of profits to the Wounded Warrior Project. This nonprofit provides services to military veterans wounded in combat. Jaxxon supports youth mentoring organizations like the Boys & Girls Clubs of America.
During the COVID-19 pandemic, Josh and Julia purchased lunches for local healthcare workers to show appreciation. They also gave meals to needy families through the Atlanta Community Food Bank.
Jaxxon continues to look for ways to assist the community. The company’s success enables it to lend a hand now and then.
Competing Through Quality and Service
Jaxxon competes against massive global brands with endless marketing budgets in the men’s jewelry game. Names like Gucci, Rolex, and Cartier come to mind.
Rather than trying to outspend these giants on advertising, Jaxxon focuses on providing a better product and experience. Their Italian craftsmanship and premium metals exceed fashion brands in quality. Meanwhile, prices remain a fraction of those of elite luxury competitors like Rolex.
Customer service is another way Jaxxon competes. The team puts time into answering questions and offering support. Their service matches the quality of merchandise.
Expanding the Collection While Staying True to the Mission
A big reason for Jaxxon’s continued success is its commitment to its founding mission – providing high-quality, reasonably priced men’s jewelry. As the product range expands over time, each new addition upholds the standards customers expect.
In recent years, Jaxxon has grown the options beyond just chains. Bracelets, rings, pendants, and other pieces join the collection. The aesthetics also branch out, yet certain signature styles remain Jaxxon’s hallmarks.
For example, many new chains feature the iconic wheat chain design on which Jaxxon built its reputation. The intricate, braided metal links form a gorgeous, flexible silhouette. As customers’ tastes evolve, Jaxxon evolves while keeping its identity.
The same steadfast principles apply even as products diversify. Metals come from ethical, verified sources. Jewelers go through strict vetting and audits. And prices stay accessible to the discerning value shopper.
Jaxxon stays agile and attentive to market trends. However, the commitment to quality craftsmanship and fair cost remains unchanged. This consistency makes guys loyal to the brand over the long haul.
The Future Looks Bright for Jaxxon
When a founder starts a new venture, it’s hard to imagine where it might go in 5 or 10 years. Ambitious goals and visions are essential, but the road to success has twists and turns.
Josh Deemer began Jaxxon simply hoping to provide an affordable alternative to men seeking quality jewelry. More than a decade later, it’s safe to say he achieved that goal and then some.
Jaxxon is now an established brand beloved by everyone from pro athletes to military members. With its growth still steady and robust, the future looks bright.
Fans will return as long as Jaxxon continues delivering exceptional value and service. I guess Josh will continue leading the company upward for years.
I don’t know exactly what the future holds for Jaxxon, but I look forward to watching this inspiring startup-turned-success story evolve. One thing is sure – Josh’s entrepreneurial spirit and drive will keep powering Jaxxon to new heights.
Frequently Asked Questions
Who founded Jaxxon?
Jaxxon was founded in 2008 by Josh Deemer and his wife, Julia. Based out of Atlanta, Georgia, Josh is CEO and leads the company’s strategic vision.
Why did they decide to start Jaxxon?
The idea came when Josh was shopping for a gold chain but couldn’t find quality options at reasonable prices. He and Julia recognized a gap in the men’s jewelry market for well-made pieces at an accessible cost.
Where does Jaxxon produce its jewelry?
All Jaxxon pieces are handcrafted by expert jewelers in Italy. By partnering directly with Italian manufacturers, Jaxxon can offer superior design and materials compared to most brands.
What types of jewelry does Jaxxon offer?
Jaxxon began by selling high-quality gold chains for men. Over time, the product range has expanded to include bracelets, rings, pendants, and more. However, chains and necklaces remain a significant focus.
Why is the pricing lower than similar luxury brands?
By eliminating intermediaries and retail markups, Jaxxon can keep its pricing accessible. The customer pays for the quality of materials and craftsmanship without paying for hype or marketing expenses.
What sets Jaxxon apart from its competitors?
Jaxxon combines Italian artistry and design with American-friendly style at reasonable prices. Competitors either have lower quality, charge higher prices or lack Jaxxon’s customer-focused approach.
Wrapping Up the Jaxxon Story
Jaxxon demonstrates that the American dream is still alive and well. With passion, grit, and smarts, anyone can identify and work hard to fill a market need.
Josh and Julia Deemer bootstrapped a startup from scratch because they saw an opportunity others missed. Thanks to flawless execution and perseverance, a two-person operation grew into the thriving brand Jaxxon is today.
I love the message the Jaxxon story sends. It says that regular people can still succeed on their terms. The “little guy” can compete and win by focusing on quality, service, and fair cost.
Embark on a journey of self-expression with our blog on Exploring unique and creative ways to customize your rope chain. Just like Jaxxon, who overcame the odds by staying true to its mission and values, our guide encourages authenticity and creativity in personalizing your accessories. Discover how embracing individuality, much like Jaxxon’s commitment to integrity and a customer-first mentality, creates a strong bond with our readers, fostering loyalty that lasts year after year.
So, for anyone who dreams of launching their venture, take notes from Jaxxon. Let Josh’s journey inspire you to identify an unmet need and create a solution. You can write the next great entrepreneurial success story with your passion and grit.
