Small Business Saturday - J.M. Capriola Co.

This week on Small Business Saturday we are featuring one of our original retailers, J.M. Capriola Co., owned by John and Susan Wright of Elko, Nevada. J.M. Capriola Co. was founded and opened its doors in Elko, Nevada in 1929. It was started by Joseph Martin Capriola, an apprentice under G.S. Garcia in Elko, Nevada, and also a local cowboy and rancher. While the building has expanded and a second story has been added over the years, the essence of the business and the quality of goods they produce has never wavered.

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J.M. Capriola Co. has been deemed the ‘Guardians of Tradition’, and has carried this slogan for many decades. This slogan was first published in the store’s catalog in 1970. We asked Susan what they Guardians of Tradition means to the J.M. Capriola Co. name.

“The trademark slogan represents our company,” Susan said. “Since 1929, we have kept and preserved the historic traditions in which century old cowboy gear has been made. From start to finish, each product we make is made just as it was 100 years ago by one craftsman from start to finish on every product. Not only is this trademark slogan a representation of how Capriola gear is made, it also represents true traditional Vaquero and Buckaroo gear. We will never lose our values of this tradition! The gear we make will last lifetimes and will always remain traditional.”


Owning a small business has its challenges even on a good day, but owning a business with such an intense reputation for quality can at times be overwhelming. John and Susan have a tribe of employees who stand

behind them who are just as committed as they are to keeping J.M. Capriola Co. as the Guardians of Tradition.

“The history and longevity of J.M. Capriola Co. is spoken in the quality of products we make and sell,” said Wright.

One of the ways they have stayed true to tradition is while they have an incredible website, Instagram, and Facebook, they prefer to do things the good ol’ way. Meaning, they love when customers come by the store to make purchases or pick up the phone to make orders. They even enjoy taking the time to correspond with long-time customers via pen and paper for those who do not have access to internet.


“When a customer walks through our doors at 500 Commercial Street in the heart of Downtown Elko, we still greet them with a friendly smile and hello,” Wright said.

J.M. Capriola Co. started carrying Kimes early on, after meeting Matt and Amanda through WESA Market. At that time Kimes Ranch only had a few styles of their American Made jeans available, but Susan tried a pair and never went back. That original pair of jeans is still alive and well! J.M. Capriola Co. has been there from the beginning and has always believed in American Made and quality. Simply stated...quality lasts!

Facebook: @j.m.capriola

Emily Bomgardner, photos courtesy of Susan Wright and Nicole Poyo Photography