South Bay Jewelry was founded in 1969 in Newport Beach CA. The focus of South Bay Jewelry has always been providing a quality product and exceptional service.

Newport Beach, CA 1969

South Bay Jewelry was focused in fine jewelry, estate pieces and diamond and gold acquisitions. After a while South Bay Jewelry began building a devote following of clients which knew where to look when searching for that unique estate piece or rare diamond and gem. Soon South Bay Jewelry found that their customer base was made much of South Orange County, where they soon moved.

Growing to Aliso Viejo, CA 2001

Gina Watson led the opening of South Bay Jewelry’s second location in the recently opened Town Center in Aliso Viejo CA. With her recent degree in gemology she began focusing on modern design, bridal jewelry and gemstones and diamonds.

Custom Jewelry goes Digital 2008

South Bay Jewelry saw their third generation breathe new life in the business with new and improved jewelry production techniques and a rise in craftsmanship. In the some of the darkest of days the United States economy has seen South Bay Jewelry became a beacon for small business. Experiencing growth through strategic investments in technology and production equipment, South Bay Jewelry sought the shrinking pool of luxury clients and serviced their needs better than ever before.

Looking to the future 2013

After experiencing both highs and lows South Bay Jewelry has found the unique niche required to sustain a brick and mortar small business in today retail market. Whether purchasing or selling that rare diamond or gem, or making a clients dream a reality with our custom design department, South Bay Jewelry can do it all. South Bay Jewelry also provides jewelry repairs, gold, platinum, and diamond acquisitions GIA appraisals, custom designed jewelry, discreet lending as well as select estate and vintage pieces.