Boutique in Vail Village celebrates 50 years of fine jewelry

In today’s retail climate, reaching a milestone like 50 years can be quite a feat, but Squash Blossom Vail is reaching that mark this December and continues to thrive. The Vail Village boutique offers everything from its gorgeous turquoise necklaces, for which the jewelry store is named, to some of the hottest designers on the scene today.

Throughout the decades, Squash Blossom Vail has always been family-owned and operated. John and Patti Cogswell opened the store in 1973. They had just graduated college, gotten married and literally moved to Vail to open the Squash Blossom in its current location.

“It started in the trunk of Uncle Wilton Cogswell’s turquoise Cadillac,” John Cogswell said in a Vail Daily article written in 2019 when the shop was up for sale. “He had quite the collection of Native American jewelry and I helped him arrange an inventory system and get photographs of pieces and about a week later we opened a store in Colorado Springs and Vail.”

“Our honeymoon was spent on the Hopi, Navajo and Zuni reservations where John had $1,500 in his cowboy boot to spend on inventory,” Patti said in the Vail Daily article. “I learned all my early jewelry skills from the Native Americans. We’d sit at their kitchen table and sort through and always go for the highest quality. We were very particular and always represented jewelry that reflected a unique style.”

The couple grew the business and also featured jewelry designers from around the world, but, alas, it was time to retire. The Cogswells still have a Squash Blossom store in Colorado Springs, but sold the Vail location to Kevin and Hilary Magner 46 years later.

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The Magners moved to the Vail Valley in 2015 for a change of pace and to get in some more ski days on the hill. The Texas natives are no strangers to retail operations and met while opening Neiman Marcus in Austin, Texas in 2006. Kevin’s father was in the jewelry business and Kevin worked at Roberto Coin and went to the Gemological Institute of America. Hilary was traveling a lot for her job and felt like she was supposed to do something more than working in corporate America and they both wanted to be more involved in Vail.  

“Kevin was working at the Squash Blossom Vail and heard that they were selling. We cashed in our 401k and the next thing you know we were both in the jewelry business and working together. I believe that the universe has a way to bring you to things,” Hilary Magner said.

“It was our chance to have our own little piece of Vail. We get to showcase fantastic artists from near and far and we enjoy shaping the experience for visitors and locals alike who visit Squash Blossom,” Kevin Magner said. “It’s not easy to find a niche in this valley that allows you to provide for and raise a family year after year. We had expertise in the jewelry industry and the timing worked out well.”

The couple took over Squash Blossom Vail and about three months later, the COVID-19 shutdowns happened, but they got creative in order to navigate those uncertain times.

“COVID hit only three months into taking over the business with a new domain name and customers thought the store had closed. Honestly, it was terrifying. We managed to work through it with lots of hard work and long days at the store. We have loyal customers that supported us, and we saw a huge surge in tourist visits after COVID,” Hilary Magner said. “It has been a journey for sure but with the hope and strength we have gotten through COVID and have grown the business.”

“We feel very fortunate and thankful to have had successful years to begin our reign at Squash Blossom Vail. The town quickly bounced back and was busier than ever. During trying times people want to show love and appreciation, jewelry has a way of sending this message,” Kevin Magner said.

Through any ups and downs, jewelry has stood the test of time.

“Jewels can stir emotions. The beauty and the qualities they possess last for eternity. They have external and intrinsic value. They mark occasions and hold memories. Very few things check these boxes. People have valued gems and jewelry since the beginning of human history,” Kevin Magner said.

What does the next 50 years hold? Look for rebranding and a new website and possibly a podcast in 2024. There’s also talk of an expanded storefront and product lines to include estate watches while continuing to curate the most unique designers from around the world. They also want to give back and continue to be involved in the community.

“We are grateful for this community and everyone’s support. It is truly a labor of love, and we love doing it,” Hilary Magner said. “Cheers to 50 more years.”