About Us

Surface Mount Technology and Through Hole
equipment sales for over 30 years!

–SMT Sales With A Personal Touch–

Founder and Owner, Jill Kelley oversees each order personally. You will feel like a good friend and not just another customer. Choice Equipment has an excellent record of customer service. That is because we take pride in our ability to work closely with you, to find the equipment you need at competitive prices.

No price is a good price if in the end the equipment does not do the job. We make certain your needs are identified and then we find the best equipment available. Remember if you don’t see the equipment you are looking, please contact Jill and she will be happy to help you.

Thank you so much for stopping with us. We look forward to helping you.

Jill Kelley- Owner


Jill Kelley started in this industry in 1980 in Component Sales and worked her way up to manage the sales office. When that company closed in 1992 she began her own company in component sales, Choice Components.
In 1999 she started Choice Equipment as a spin-off of Choice Components. After learning the SMT and Thru Hole market, she has moved up as one of the leaders in selling SMT equipment, handling all aspects of equipment on your production floor.
Since 2001, she has focused exclusively on buying and selling SMT and Thru Hole Equipment. Through top notch customer service and attention to detail, Jill and her staff have remained leaders in the industry.
Jill works with PCB Assembly manufacturers from start-up to multi-plant, providing exceptional service with each sale. With extensive stock and trusted sources, she can provide that needed equipment for your next project or new customer.
Jill oversees all sales, tech support, refurbishment, and servicing to get exactly what you need. When buying or selling production equipment, call Jill when you need it done right. Jill’s reputation is stellar within the industry, and she’s earned that reputation from her tenacious service after the sale!
Choice Equipment is now your one stop for affordable Equipment – and ISO 9001 / ISO 13485 services.  If you have an ISO certification – you are likely paying too much and spending too many non-value hours on it. If you need that certification/compliance to reach the right customers, you also need to compare us to the competition. Find out more about Continuous Process Improvement Systems (CPISys) ISO Cost Reduction Services.

Jim Goodrich- Sales Manager


Jim works with Electronics Contract Manufacturers providing SMT and PCB equipment sales, servicing, tech support, refurbishment and/or purchase, as an Equipment Broker with Choice Equipment.

Jim also serves PCB Assembly manufacturers with affordable ISO 9001 and ISO 13485 solutions at

Jim is a ISO Quality Management System (QMS) consultant with a passion for helping his clients
minimize the resources needed to manage supplier on-time-delivery and improve the purchasing

He is particularly fond of helping smaller manufacturers achieve and maintain ISO Certification by
helping them simplify their Quality Management System and reduce the cost & time requirements to make ISO Certification affordable for everyone.

Jim’s experience is diverse:

  • Industrial Engineer, Management Consultant specializes in utilizing TQM methodology for continuous improvement. Jim worked for USPS as an Industrial Engineer, Quality Specialist, Supply Chain Performance Manager specializing in supply chain strategies.
  • ASQ Certified ISO Quality Auditor and Certified Quality Engineer with 20 years managing continuous improvement programs.

Jim brings a strong customer and supply chain focus to Electronics Manufacturers, along with
affordable SMT Equipment and ISO certification and continuous improvement systems that clients use to assure product/process consistency and improved profits.

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