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MORGANTOWN - Four years ago, Lisa Morehead shone in a video produced by the West Virginia Small Business Center.
Morehead, who was the owner of now-shuttered Masman Jewelers in Sabraton, gave a sparkling review to the center and consultants - saying they helped her navigate COVID and other particulars in the day-to-day of her business operations.
Last week, she was recorded in a wholly different way.
That was when media outlets were in Monongalia County Circuit Court for her sentencing.
Criminal complaints alleged that Morehead, 59, bilked customers out of money and jewelry in the amount of $200,000.
Judge Michael Simms sentenced her to three to 30 years in prison on eight counts of felony fraudulent schemes related to the above.
Customers alleged that Morehead failed to pay consignments and question other fees and work on jewelry and timepiece repairs, upon which the business built its reputation.
All told, there were 20 victims, the complaint said, with some alleging they never got items dropped off for repairs back at all.
Simms, meanwhile, denied Morehead's request for an alternate sentence other than jail.
Masman Jewelers had been in business for some 30 years in Morgantown before closing in 2024.
"I think we take really good care of people," Morehead said in the small business center promotional video.
"And people appreciate that."