What Deja & Co. does

Deja & Co. (legal entity Golden Cache, Inc., DBA 'Deja & Co. Exquisite Jewels') is a privately held luxury jewelry boutique founded in 1974 in Cupertino, California, and relocated in 2004 to its current single showroom at 14567 Big Basin Way in Saratoga Village, serving the San Francisco Bay Area / South Bay region. The boutique sells fine jewelry, loose diamonds, colored gemstones, and rare Fancy Colored Diamonds (Yellow, Pink, Blue, Green, Orange, Purple, Red), with specialization in exotic stones such as Padparadscha Sapphires, Alexandrite, and Star Sapphires. Revenue streams include one-time fine jewelry sales, bespoke custom design with master goldsmiths requiring minimum 15 years of bench experience, jewelry repair services (sizing, stone setting, soldering, laser work, engraving, polishing, refinishing), appraisal, upcycling of heirloom pieces, and liquidation/consignment against 'Deja Dollars' store credit. The operating model is boutique-led, with appointments strongly recommended Tuesday through Saturday 10am to 5pm, no proprietary technology platform, and standard back-office tooling (QuickBooks, Paychex, Microsoft Office, Mac). Marketing is multi-channel via Instagram, Constant Contact email, Wix-hosted gallery, ShortStack landing pages, Yelp 5-star reviews, and earned media in Rapaport Magazine, Forbes Travel Guide, 7x7, Haute Living, and HuffPost. Customer acquisition is sales-led through one-on-one diamond consultations and custom design, event-driven via trunk shows and 'Sip, Sparkle, Wish' bridal jewelry parties, and community-led through multi-generational referrals and local press coverage, with a separate online shop at dejaandco.shop supplementing the single physical location. Pricing is quote-based with 50% deposits on custom work, and the company is founder-owned by Deja Laufer with a small leadership team (Operations Director Lindsey Beach, Marketing & Creative Director Bria, Procurement Specialist Ashley) and active hiring for a Full Charge Bookkeeper, Fine Jewelry Sales Professional, and Boutique Associate.

Name

Deja & Co.

Legal name

Golden Cache, Inc.

Website

https://dejaandco.com

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

1–10 employees

Short description

Deja & Co. is a founder-owned luxury jewelry boutique in Saratoga, California, serving San Francisco Bay Area clients with fine jewelry, loose and Fancy Colored Diamonds, colored gemstones, bespoke custom design, and jewelry repair delivered by master goldsmiths with 15+ years of bench experience.

Ownership category

akta.pro rank

Product category

Luxury Jewelry Retail

NAICS

Jewelry Retailers (458310)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Diamond Jewelry (CRAKAAAA)

akta.pro secondary industries

Bespoke Fine Jewelry (Precious Metals & Gemstones) (CRAKAHAA), Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD), Fine Jewelry & Precious Metal Repair (CRAKALAA)

Keywords

• Fine jewelry retail
• Custom jewelry design
• Jewelry repair services
• Diamond brokerage
• Colored gemstones

Headquarters

HQ city

Saratoga

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Fine Jewelry Sales: One-time purchases of finished jewelry, diamonds, colored gemstones, and engagement rings. Sales are made in-person at the boutique.
2. Custom Jewelry Design: Bespoke jewelry creation services where clients work with design professionals and master goldsmiths to create custom pieces. Requires deposit of half or full payment upfront.
3. Jewelry Repair Services: Repair services including sizing, stone setting, soldering, laser work, engraving, polishing, and refinishing performed by master goldsmiths with minimum 15 years bench experience.
4. Liquidation, Consignment, and Trade: Buy old/unwanted jewelry for cash or store credit ('Deja Dollars') for use toward new custom creations.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels5 records

Core offering

Deja & Co. Exquisite Jewels is a luxury jewelry boutique in Saratoga, California, that retails fine finished jewelry, loose and set diamonds (including fancy colored diamonds), and colored gemstones such as Padparadscha sapphires, Alexandrite, Star Sapphires, Ruby, and Emerald. The boutique provides bespoke custom jewelry design with master goldsmiths, professional diamond consultation (covering cut, color, clarity, carat, and metal choice), engagement ring services (including Sip, Sparkle, Wish parties), expert jewelry repair (sizing, soldering, laser work, engraving, polishing, refinishing), jewelry appraisal, upcycling of heirloom pieces, and liquidation/consignment/trade of unwanted jewelry for cash or Deja Dollars.

Product overview

Deja & Co. Exquisite Jewels is a luxury jewelry boutique in Saratoga, California, offering a curated selection of fine jewelry, loose diamonds, colored gemstones, and rare fancy colored diamonds. Their core offerings include finished jewelry pieces (engagement rings, necklaces, bracelets, earrings), custom jewelry design services working with master goldsmiths requiring 15+ years of bench experience, and jewelry repair services. They specialize in rare and exotic gemstones including Padparadscha sapphires, Alexandrite, and Star Sapphires, as well as Fancy Colored Diamonds in Yellow, Pink, Blue, Green, Orange, Purple, and Red. Additional services include diamond consultation, appraisal, liquidation/consignment, and jewelry upcycling. The company operates a physical boutique with an online shop available at dejaandco.shop.

Differentiator

Problem solved

Functional benefit

Products and services

• Fine Jewelry Sales (Diamonds, Colored Gemstones, Fancy Colored Diamonds, Finished Jewelry) Retail sale at the boutique of loose and set white and fancy colored diamonds, loose and finished colored gemstones (Ruby, Emerald, Sapphire, Alexandrite, Star Sapphire, Padparadscha), and finished jewelry pieces such as engagement rings, necklaces, bracelets, and earrings for individual luxury buyers in the San Francisco Bay Area.
• Custom Jewelry Design Bespoke jewelry creation service that walks clients through design consultation, wax sculpting, casting, stone setting, and finishing with master goldsmiths. Requires a deposit of half or full payment upon design approval.
• Jewelry Repair Services Expert in-house repair offering sizing, stone setting, soldering, laser work, engraving, finish and re-finish applications, and polishing, performed by master craftsmen for clients bringing in existing pieces.
• Liquidation, Consignment, and Trade Buy-out of unwanted or old jewelry from clients for cash or Deja Dollars (store credit usable toward new custom designs), combining liquidation, consignment, and trade-in options.
• Diamond Broker and Diamond Consultation Services Professional one-on-one diamond consultation and worldwide procurement service covering cut, color, clarity, carat, and metal selection, including fancy colored diamonds in Yellow, Pink, Blue, Green, Orange, Purple, and Red varieties for individual luxury buyers and engagement-ring shoppers.
• Engagement Ring Services and Sip, Sparkle, Wish Parties End-to-end engagement ring consultation and creation for brides-to-be, including hosted Sip, Sparkle, Wish jewelry party experiences with champagne, dessert, invitations, swag bags, wish-list trays, and prize drawings for bridal groups.
• Jewelry Appraisal Services Professional jewelry appraisal service offered in-store for client-owned fine jewelry pieces.
• Jewelry Upcycling Services Heirloom transformation service that takes old or unwanted jewelry and rebuilds it into new pieces using the existing diamonds, gemstones, and precious metals, preserving family materials across generations.

Quantifiable outcome

• One Fancy Color Diamond produced for every 10,000 carats of Diamonds mined

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered minor.

• GoDaddyminorOthersDomain hosting and website infrastructure provider. Processes personal information solely on behalf of the company.
• Constant ContactminorOthersEmail newsletter and marketing campaign platform used to communicate with opt-in subscribers about updates, promotions, and events.
• ShortStackminorOthersLanding page hosting platform for events, contests, and promotional campaigns such as the Zaffiro Trunk Show 2025.
• WixminorOthersWebsite platform hosting product photo gallery and visual content.
• Google Business SuiteminorOthersEmail and phone communications through Gmail and Google Voice.
• GoTo ConnectminorOthersPhone system and voicemail services management.
• Modern PostcardminorOthersPhysical direct mailer distribution to clients and prospects.
• DynamicardminorOthersTargeted postcard marketing and distribution services.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Shreve & Co. Historic San Francisco fine jeweler founded in 1852, offering fine jewelry, diamonds, custom design, and watchmaking. Comparable multi-generational Bay Area luxury jeweler with a similar bespoke and high-touch service model.
• Robbins Brothers: California-based bridal and engagement jewelry retailer with Bay Area locations. Comparable in regional California presence, bridal diamond expertise, and high-touch engagement ring consultation model.
• Zaffiro: High-end jewelry trunk show partner of Deja & Co. (Zaffiro Trunk Show 2025), featuring curated fine jewelry collections. Comparable in fine jewelry positioning and event-driven customer acquisition in the Bay Area market.
• Lang Antique & Estate Jewelry: Long-established San Francisco-based antique and estate jewelry boutique specializing in estate pieces, custom design, and heirloom redesign. Highly comparable to Deja & Co. in boutique-style high-touch service, Bay Area footprint, and estate/upcycling focus.

Emerging players

• Brilliant Earth: Online-first fine jewelry retailer specializing in ethically sourced diamonds, engagement rings, and custom design. Comparable in fine jewelry and custom engagement offerings, though executes through a digital-native model vs. Deja & Co.'s boutique approach.

Broad incumbents

• Tiffany & Co. Iconic global fine jewelry brand offering engagement rings, diamonds, and bespoke services. Comparable in fine jewelry assortment and luxury brand positioning, though operating at massive scale versus Deja & Co.'s boutique model.
• Harry Winston: World-renowned luxury jeweler famous for rare diamonds and high jewelry. Comparable in rare and Fancy Color Diamond expertise and ultra-luxury positioning, though globally scaled.
• Ben Bridge Jeweler: Multi-store fine jewelry retailer (owned by Berkshire Hathaway) with strong West Coast presence. Comparable in fine jewelry assortment and diamond expertise, though operates at chain scale vs. Deja & Co.'s single boutique.
• Cartier: Global luxury jeweler and watchmaker with deep heritage in fine jewelry, colored gemstones, and bespoke design. Comparable in fine jewelry and rare gemstone positioning but operates at significant global scale.
• Neil Lane Jewelry: Luxury bridal and engagement ring designer known for bespoke one-on-one consultations. Comparable to Deja & Co. in bridal/diamond consultation expertise and bespoke engagement ring design.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/dejaandco
• Xx.com/dejaandco

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Deja & Co.