By Rachael Lindley
Photography by Crystal Wise
The story of Kubes Jewelers begins 80 years ago with a Marine, Joseph Kubes, who returned from World War II determined to build a new life.
While overseas, Joseph worked on chronometers or cockpit clocks, a skill that would later translate into repairing wristwatches and ultimately defining generations.
He traded a frigid Minnesota farm for Texas warmth, moving to Fort Worth with his wife, Rita Kubes and opened a small jewelry and watch repair shop in Fort Worth.
“Grandpa was a Marine, and so he had a certain way of doing things,” recalls Katie Kubes, lead custom designer, third-generation. “That’s why, as the owners, we clock in and out. The work ethic that grandpa instilled — it’s still here.
That humble beginning grew into Kubes Jewelers, a thriving, four-generation family business celebrating eight decades of customer service, craftsmanship, community, and continuity.
Keeping it in the Family
From the start, Kubes was a family affair. Joseph and Rita had eight children, and all worked in the store at some point — repairing, selling, or learning the gem trade. Over time, multiple family members became certified gemologists, a distinction that set Kubes apart in Tarrant County when few had that level of expertise.
Today, nine members of the family are directly involved in the business, joined by a handful of loyal employees who feel like family themselves. Generations have learned the craft side by side: a great-grandfather teaching his sons, who then trained their own children, and now the next generation attending jewelry school to carry the torch forward.
“It’s history repeating itself,” says Brittany Marshall, sales and data processing, fourth generation. “My great-grandfather taught his sons jewelry repair, my dad and cousins carried that forward, and now the younger generation is learning the same skills. That’s how it will keep going.”
At the time of this interview, two members of the fourth generation were at Jewelers school.
Staying True While Moving Forward
Since 1945, the Kubes family has navigated industry changes, economic shifts, and even a pandemic by striking a balance between tradition and innovation.
One of the most well-known incidents was the armed robbery that took place in 1978, which resulted in a group of customers being held in a back room while a silent alarm was triggered. Fort Worth Police Officer David Sears responded to the alarm and was fired at by one of the three robbers. Sears returned fire, killing one of the robbers.
Brent Kubes, a third-generation appraiser, jeweler and seller and buyer, recalls another challenge that occurred in 1987. While some family members were on vacation, a thief stole a safety deposit box containing multiple customer’s valuables.
“I was probably 13 when it happened,” says Brent. “I just remember dad getting that call and the sunken look on his face. They were worried — are we going to survive this?”
Joe Don Kubes, Watch Repair and Sales, third-generation, looks back on the situation as a turning point in the family business’s trajectory. The Kubes family knew they had to make good on the valuables and set out to do just that.
“We made our customers whole,” Joe Don says. “We could have folded, but instead, we built a reputation for integrity and trustworthiness. We really are so blessed.”
That level of resilience continues to define the brand.
“Each generation’s goal is to take the store to another level,” Brent says. “And we’re in the process of doing that now — updating the website, a new point-of-sale system, even planning a move to a modern new store. Every generation has the opportunity to steer it forward.”
Aside from dedication and diligence, Joseph and Rita championed the highest degree of customer service.
“One of our grandfather’s sayings was that if you treat people right and are honest, you don’t have to advertise,” Brittany says. “That principle still guides us. Our goal is always to build relationships, not just sales. We want someone to get their engagement ring here, then come back for wedding bands, anniversary gifts, and eventually, bring their kids.”
A Fort Worth Tradition
The store has been a fixture on Berry Street for over 73 years, becoming an integral part of the fabric of Fort Worth.
“Jewelry is very emotional,” Katie explains. “Engagements, inheritances — these are monumental times in people’s lives. We built a family business, but we treat our customers like family too.”
While engagement rings remain their specialty, the store offers a wide range of services, including custom designs, jewelry repair and watchmaking. Word of mouth has long been their best advertising, but the newer generations are leaning into social media and modern marketing to reach fresh audiences.
“Some families have shopped with us for fifty years or more,” says Brittany. “They’ve become family friends to us over time. That’s the heart of our business.”
Looking Ahead
As Kubes marks its 80th anniversary, the family is preparing for a major transition. After decades in their current building, they plan to relocate just down the street in the next couple of years, ensuring they remain a Fort Worth landmark while updating to meet the needs of future generations.
An innovative way Kubes does this is by enforcing a forced buyout retirement at age 65. This way, every generation has its turn with the store.
Katie says the significance of the milestone only recently struck her.
“It’s really hitting me that this really is a big deal. What a blessing to be a part of this legacy.”
Through all the changes, the essence of Kubes Jewelers remains the same: a family working together, passing down skills and stories, and serving the community with integrity.
“Being in a family business, it’s easy to take it for granted sometimes,” Brittany reflects. “But milestones like this remind us how lucky we are — and how grateful we are for the customers and community who have supported us for eighty years.”
Through it all, the secret to longevity has been service.
“Customer service is huge,” Katie says. “It’s such a dying thing. But here, it doesn’t matter if you come in in sweats or dressed to the nines. Everybody gets treated the same.”
Brent agrees.
“The biggest part of this business is building relationships. Customers I sold diamonds to 25 years ago — their kids are now coming in to buy theirs. That’s what makes us unique: you’ll see the same faces year after year. We don’t just sell jewelry. We build lifelong friendships.”
The Kubes family will remove the business down the street from their current location within the next two years.
Eighty Years and Counting
As Fort Worth grows, the Kubes family continues to embody the values that made them the city’s oldest jeweler: discipline, creativity, and unwavering service.
“When we stop and think about it, we look at each other like — my gosh. Eighty years, and we’re still going strong,” Katie says. “It’s a feeling of overwhelming joy.”