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Customers had a large selection of jewelry and gifts as well as a wide variety of sporting goods from which to choose last week at The Outdoor Store in the mall just west of the Ellsworth Post Office. The business is a combination of the former JoJo’s Jewelry and Gifts at the site with the former Outdoor Store two doors away. (Herald photo by Bill Kirk)

Jewelry, outdoor stores join in one location

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news Ellsworth, 54011
Ellsworth Wisconsin 126 S. Chestnut St. 54011

JoJo’s Jewelry and Gifts, a well-known name on the Ellsworth business scene, is now a name of the past.

But the store continues in its same location and under the same ownership at the mall just west of the local post office. The difference is it’s taken on the handle and inventory of another enterprise just a couple of doors away in the same mall—The Outdoor Store.

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Joanne Gulbranson, who’s managing the newly combined outlet with her husband, Scott, said Friday this arrangement will allow for more efficiency as well as one-stop convenience for customers.

“It makes a lot of sense,” Gulbranson said.

The couple and their employees started moving the merchandise from the former Outdoor Store to the new one a week-and-a-half earlier, she said. The 3,000 square foot premises previously called JoJo’s today houses a majority of the items its patrons have come to expect: jewelry, cards, Precious Moments, gifts and Verizon cell phones. It also holds guns, ammunition, fishing and hunting gear, and live bait.

She emphasized her spouse will keep doing jewelry and watch repair, and engraving. Hours at the combined store are 9 a.m. to 6 p.m. Mondays through Fridays and 9 a.m. to 3 p.m. Saturdays. It’s closed on Sundays.

The Gulbransons became owners of JoJo’s Jewelry and Gifts in 1999 when it was still in a mall in the village’s midway district, she said. In 2007, they built the present mall where the jewelry and gift place has most recently operated. That year, former owner Scott Ryden opened Scott’s Outdoor Store in the same retail complex.

In 2010, her son Brad Johnson, along with Justin Johnson and Ryden, assumed management of what was renamed The Outdoor Store, Gulbranson said. The two merged businesses are now being run in one location by seven employees under the name The Outdoor Store.

For more information, the public can either call the jewelry and gift store’s phone number, (715) 273-5171 or The Outdoor Store’s number, (715) 273-5250, she said.

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