Crafting Memories Since 2005

1. 1974

   1974It starts with a 13-year-old

   In 1974, Dad was just thirteen when he left school for good to work at the family’s jeweler’s bench. (Hard to imagine a thirteen-year-old being allowed to do that today, but it set the course for everything that came after.) He learned the whole trade by hand. By eighteen he was chasing a dream of his own: he met Mom, married her at nineteen, and baby Eddie came along soon after.

2. 1980s

   1980sMom’s quiet little business

   By day, Dad made jewelry in downtown Los Angeles. At home, Mom was quietly building a business of her own, selling beautiful pieces to her friends with little Eddie along for the ride. She even ran her own layaway: hand over the piece, then collect a little each Friday on payday. Those friends were our very first customers.

3. 1997

   1997A garage, the desert heat & a water boy

   In 1997 we planted roots in Arizona, where Dad took a job with a jeweler in Scottsdale. To bring in extra money, he took on side work too, polishing, casting, and finishing pieces for other jewelers around the Valley, most of it from the garage at home, late into the night. In an Arizona summer that’s no small thing: no air conditioning, the garage baking well past 110 degrees. Eddie worked right beside him, and Daniel was the official water boy. The day they finally put AC in that garage, it honestly felt like we’d made it.

   

4. 2005

   2005The dream comes true

   In 2005, the dream Dad had carried since he was thirteen finally came true: he opened V Jewelers in Phoenix, a shop of his very own. The early days were quiet. Mom and Dad would look at each other and wonder out loud: did anyone come in today? One person? Two? To keep the lights on while the shop found its feet, Dad kept doing trade work for other jewelers, the same craft that had carried us for years.

   

5. 2008

   2008First jeweler in town

   By 2008, Surprise was booming, one of the fastest-growing cities in the country for a couple of years running, yet it still didn’t have a jeweler to call its own. So that year we moved the shop there and opened as the town’s very first jeweler. We’ve been proud to call Surprise home ever since.

6. 2012

   2012We join the family business

   Daniel had practically grown up in the shop, working weekends from the time he was fifteen, and every summer. At fifteen he even built our very first website. He joined full-time in 2012, Eddie came on in 2014, and just like that the whole family was working side by side again, running the shop we’d built together.

7. Today

   TodayStill a family business

   Every piece that leaves our shop is touched by at least one of us, whether it’s an in-house repair, a custom design, an engagement ring, an appraisal, or an heirloom that’s been in your family for generations.

   For Dad, it’s more than he ever let himself dream: the craft passed down, his family beside him, and a legacy built from nothing in a country that gave him room to chase it. He couldn’t be prouder of what he’s built here. Three generations, one family, and the same promise we started with: to do things by hand, and do them right.

   

At V Jewelers, jewelry has always been personal. We hope you feel that the moment you walk through our doors.