El Paseo Jewelers

Name

El Paseo Jewelers

Legal name

El Paseo Jewelers

Website

https://elpaseojewelers.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Fine Jewelry Retail

NAICS

Jewelry Retailers (458310)

SIC

Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911)

akta.pro primary industry

Diamond Jewelry (CRAKAAAA)

akta.pro secondary industry

Bridal & Engagement Jewelry Retail (CRAKAGAC)

Keywords

• Fine jewelry retail
• Natural diamond jewelry
• Custom jewelry design
• Jewelry repair services
• Engagement rings

Headquarters

HQ city

Palm Desert

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fine Jewelry Retail Sales: One-time sales of high-end jewelry including rings, bracelets, necklaces, and earrings featuring natural diamonds and gemstones. Products range from designer collections to custom pieces.
2. Custom Jewelry Design: Bespoke jewelry creation service working with customers to design unique pieces. Includes restoration and updating of antique or heirloom jewelry.
3. Gold Buying: Purchase of gold jewelry from customers. Licensed to buy gold; pays top dollar based on karat type and weight. Offers cash (check) or store credit.
4. Jewelry Repair and Sizing: On-site repair services including cleaning, polishing, resizing, and restoration. Complimentary cleaning and polishing for customers.
5. Jewelry Appraisals: Professional jewelry appraisals for insurance and estate purposes. Complimentary appraisal service included with purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

El Paseo Jewelers is a fine jewelry retailer specializing in ethically sourced natural diamonds, designer collections, and custom-designed pieces including engagement rings, bracelets, necklaces, and earrings. The store offers on-site custom jewelry design, ring sizing, repairs, complimentary appraisals, and gold-buying services. Founded in 1998, it serves the Coachella Valley from a single showroom in Palm Desert, California, and claims the largest selection of loose diamonds in the region.

Product overview

El Paseo Jewelers is a fine jewelry retail store offering a comprehensive portfolio of products and services centered on natural diamonds and precious metals. The core product offerings include Diamond Bracelets, Earrings, Necklaces, and Rings (including Engagement Rings), complemented by the Firebirds Chic sub-brand collection. Services include Custom Jewelry Design, Appraisals & Consultations, Sizing & Repairs, Gold Buying, and the Jewel Club loyalty program. The store specializes in natural diamonds formed over billions of years, positioning against lab-grown alternatives. The company offers the largest loose diamond selection in the Coachella Valley and provides on-site custom design and repair services.

Differentiator

Problem solved

Functional benefit

Products and services

• Bracelets Collection of bracelets including diamond bangles in yellow, white, and rose gold with bangle, link, and station designs featuring diamond, enamel, and colored gemstone accents for everyday wear and special occasions.
• Earrings Diverse array of earrings ranging from dangle to hoop styles featuring diamonds, emeralds, rubies, and colored gemstones with marquise, pear, and halo design variations.
• Necklaces Necklaces with unique stone settings ranging from simple to sophisticated designs for day or night looks, including diamond pendants, station necklaces, paperclip chains, and classic Riviera-style designs.
• Rings Rings for every occasion from casual to engagement, including natural diamond engagement rings (solitaire, halo, three-stone), diamond eternity rings, and colored stone rings featuring sapphires, rubies, emeralds, green tourmaline, and pink sapphire with diamond accents.
• Firebirds Chic Collection Official-jeweler branded fine jewelry collection for Acrisure Arena and the Coachella Valley Firebirds AHL hockey team, featuring personalized pieces in white and yellow gold including rings, pendants, earrings, and bracelets with team-inspired designs.
• Loose Diamonds Largest selection of loose natural diamonds in the Coachella Valley, ethically sourced with GIA certification available, supporting custom designs and individual stone purchases.
• Custom Jewelry Design Custom jewelry design service working closely with customers to create unique rings, necklaces, earrings, and more using their choice of stone, plus antique jewelry restoration and heirloom transformation. Includes work from initial sketch to finished piece by an on-site jeweler.
• Sizing and Repairs Ring sizing with complimentary one-size adjustment, plus jewelry repair including cleaning, polishing, and restoration. On-site jeweler provides same-day service for many repairs.
• Appraisals and Consultations Professional jewelry appraisal services documenting color, clarity, cut, and cost, with on-site jeweler inspection and official appraisal emailed to the customer. Complimentary appraisals offered with purchases and as a standalone service.
• We Buy Gold Licensed gold purchasing service that appraises jewelry by karat type and weight and buys gold in any form without requiring melting. Offers check or store credit payment options.
• Jewel Club Loyalty Program Paid membership loyalty program offering members invitations to special events, exclusive member-only savings, access to a product feedback group, and special offers.

Quantifiable outcome

• Complimentary ring sizing (increase or decrease one size)
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

23 partnerships are on record, tiered core and minor.

• Coachella Valley Firebirds / Acrisure ArenacoreStrategic or Co-development PartnerOfficial jewelers of Acrisure Arena and Coachella Valley Firebirds AHL hockey team. Created a unique personalized collection of Firebirds-themed fine jewelry featuring vibrant pieces in white and yellow gold celebrating the winning hockey team. Collection includes rings, pendants, earrings, and bracelets.
• Fashion Week El PaseocoreGTM or Marketing PartnerMajor sponsor and host venue for Fashion Week El Paseo events. Runway shows featuring top designers including Ralph Rucci, Carolina Herrera (via Saks Fifth Avenue), Alice + Olivia, Michael Costello, and others. Positioned as luxury destination jeweler during high-profile fashion events.
• Springs First Tee Golf TournamentminorGTM or Marketing PartnerEvent sponsorship for local golf tournament supporting youth development programs.
• Desert Cancer Foundation / Paint El Paseo PinkminorGTM or Marketing PartnerPink ribbon of hope sponsor for breast cancer awareness walk and initiatives. Supports desert cancer foundation programs.
• Martha's Village & KitchenminorGTM or Marketing PartnerAnnual Thanksgiving Turkey Trot sponsor. Supports homeless services and community programs.
• MusesminorGTM or Marketing PartnerLocal nonprofit arts organization supported through sponsorships.
• Olive CrestminorGTM or Marketing PartnerChild welfare organization supported through donations and event sponsorships.
• United WayminorGTM or Marketing PartnerNational nonprofit supported through local chapter donations and sponsorships.
• Act for MSminorGTM or Marketing PartnerMultiple sclerosis research and support organization supported through local events.
• Family YMCA of the DesertminorGTM or Marketing PartnerLocal YMCA chapter supported through sponsorships and donations.
• Desert ARCminorGTM or Marketing PartnerOrganization supporting individuals with developmental disabilities.
• Boys and Girls ClubminorGTM or Marketing PartnerYouth development organization supported through local club donations.
• Desert SymphonyminorGTM or Marketing PartnerLocal symphony orchestra supported through event sponsorships.
• Hideaway ScholarshipminorGTM or Marketing PartnerEducational scholarship program for local students.
• Child HelpminorGTM or Marketing PartnerNational nonprofit supporting abused children.
• Circle of LifeminorGTM or Marketing PartnerLocal organization supported through donations.
• Girlfriend FactorminorGTM or Marketing PartnerWomen's empowerment organization hosting Go Girl Luncheon events.
• Riverside County Deputy Relief FundminorGTM or Marketing PartnerSupport fund for county deputy families in need.
• Senior ConcernminorGTM or Marketing PartnerOrganization supporting senior citizens in the Coachella Valley.
• Palm Desert Area Chamber of CommerceminorGTM or Marketing PartnerLocal business chamber membership and support.
• Sunshine Series Desert Horse ShowminorGTM or Marketing PartnerEquestrian event sponsorship in the Coachella Valley.
• HITSminorGTM or Marketing PartnerHorse show event sponsorship.
• Holidaze at The GardensminorGTM or Marketing PartnerHoliday event sponsorship at local venue.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Whiteflash: Specialty retailer focused on certified ideal-cut natural diamonds and engagement rings, with both online sales and a Houston showroom. Comparable in bridal diamond specialization, in-house expertise, and custom design capability targeted at quality-focused buyers.
• Ben Bridge Jeweler: Family-owned multi-store fine jeweler with a long operating history, emphasizing designer collections, branded timepieces, and bridal jewelry. Comparable as an independent, family-led multi-store jeweler with relationship-driven selling and similar product breadth.
• Shane Co. Vertically integrated direct-to-consumer fine jeweler with showroom locations across the U.S., in-house designers, and a strong loose diamond and bridal focus. Comparable in emphasizing natural diamonds, custom design, and showroom-based relationship selling.
• Robbins Brothers: Independent, bridal-focused fine jewelry retailer operating multiple showrooms in the western U.S. with on-site diamond selection and custom design services. Directly comparable in focus on diamond engagement rings, in-store consultation model, and family-style service positioning.

Broad incumbents

• Tiffany & Co. Iconic global luxury jeweler (owned by LVMH) with a strong bridal, engagement, and natural-diamond heritage. Comparable as a premium-positioned natural-diamond retailer targeting aspirational and affluent buyers, though at much larger scale and broader geographic reach.
• Helzberg Diamonds: Large national fine jewelry chain with broad bridal and gift assortments, including natural and treated diamond offerings. Comparable as an established jewelry retailer competing for similar bridal and gift-giving customers across physical retail.
• Signet Jewelers: Parent company of Kay Jewelers, Zales, Jared, and other banners — the largest specialty jewelry retailer in the U.S. Comparable as a dominant physical-retail fine and bridal jewelry competitor with broad assortments and operating scale advantages.

Emerging players

• Leibish & Co. Specialty online retailer of natural colored diamonds and fine jewelry with global shipping and bespoke design. Comparable as a niche natural-diamond specialist competing for custom and high-end bridal buyers who value stone expertise.
• Blue Nile: Online-first diamond and fine jewelry retailer (now part of Signet) offering loose diamonds, engagement rings, and customization. Comparable as a competitor for the same bridal and natural-diamond customer, but with a fundamentally different online-direct distribution model that El Paseo Jewelers does not currently operate.
• Brilliant Earth: DTC jewelry brand specializing in ethically sourced natural and lab-grown diamonds with strong digital and show-room channels. Comparable in emphasizing provenance and ethical sourcing as a differentiator; poses competitive overlap particularly with El Paseo Jewelers' natural-diamond positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCjEzKoO8JYFplRxQiqGIxRQ?view_as=subscriber
• LinkedInlinkedin.com/company/el-paseo-jewelers

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 El Paseo Jewelers