Sierra Moon Goldsmiths

What Sierra Moon Goldsmiths does

Sierra Moon Goldsmiths is a privately held, family-owned fine jewelry retailer founded in 1978 in Auburn, California, and currently operated by husband-and-wife owners Brad and Shawn Baldwin, who acquired the business in 2018 from prior owners. The company operates a single flagship retail showroom at 107 Sacramento Street in Old Town Auburn, serving individual consumers in the Sierra Foothills and broader Sacramento Region, with e-commerce (currently with online ordering paused) and phone/text ordering channels as supplementary routes to market. Its assortment spans engagement rings, wedding bands, diamond and gemstone jewelry, fashion rings, earrings, necklaces, pendants, bracelets, charms, chains, cufflinks, and gift cards across price tiers from under $250 to price-on-inquiry fine jewelry, sourced through authorized-retailer relationships with 12+ brands including GN Diamond, Stuller Wedding Bands, Lashbrook Designs, INOX, Royal Chain, and Gems by Pancis.

The business model combines one-time product sales with a meaningful professional-services layer: bespoke custom design (consultation, CAD visualization, resin mold, casting, setting, finishing; 4-6 week timeline), full-service jewelry repair (resizing, prong re-tipping, stone replacement, clasp/chain repair, watch repair, pearl restringing), appraisals, jewelry insurance referrals, inspection/cleaning, and gold/diamond buying with cash or in-store credit. The technical stack centers on an in-house goldsmith bench with CAD-assisted design and a Punchmark-powered e-commerce site, supported by Authorize.net payment processing and Sezzle buy-now-pay-later integration. An interactive Build Your Own Ring tool and an online Diamond Search platform with filters across GIA, AGS, IGI, EGL, and HRD certifications extend the digital merchandising layer.

Go-to-market is appointment-led and community-rooted: bridal and custom-design customers book consultations, while the broader retail base is driven through the physical storefront, Instagram, content marketing via the company blog, email newsletter, in-store events, and biannual trade show attendance in Dallas and Chicago for assortment refresh. The 97% five-star rating among recent buyers, a 15-day return policy, and participation in Leadership Auburn and the Old Town Auburn Business Association anchor the customer experience. No AI/ML capabilities, no institutional funding, and no M&A activity are disclosed.

Name

Sierra Moon Goldsmiths

Legal name

Sierra Moon Goldsmiths

Website

https://sierramoongoldsmiths.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

1–10 employees

Short description

Family-owned fine jewelry retailer in Auburn, California, operating since 1978, selling engagement rings, wedding bands, and fashion jewelry through a single storefront and e-commerce site, with in-house custom design, repair, and appraisal services serving Sierra Foothills and Sacramento Region consumers.

Ownership category

akta.pro rank

Product category

Fine Jewelry Retail

NAICS

Jewelry Retailers (458310), Jewelry and Silverware Manufacturing (33991), Jewelry Retailers (45831)

SIC

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

akta.pro primary industry

Custom/Bespoke Jewelry Retail Studios (CRAKAGAJ)

akta.pro secondary industries

Fine Jewelry Manufacturing (Precious Metals & Gem-Set) (CRAKAIAA), Diamond Jewelry (CRAKAAAA), Colored Gemstone Jewelry (CRAKAAAB), Made-to-Order Gemstone Sourcing & Custom Cutting Coordination (CRAKAHAF)

Keywords

• Fine jewelry retail
• Custom jewelry design
• Engagement rings
• Jewelry repair services
• Bridal jewelry

Headquarters

HQ city

Auburn

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, Technology or R&D

Revenue model

1. Jewelry Product Sales: One-time sales of fine jewelry including engagement rings, wedding bands, fashion rings, earrings, necklaces, pendants, bracelets, charms, chains, and cufflinks. Products range from silver to 14k/10k gold, with diamonds and colored gemstones.
2. Custom Jewelry Design Services: Bespoke custom jewelry design services with CAD visualization, casting, stone setting, and finishing. Process includes consultation, design approval, and 4-6 week production timeline.
3. Jewelry Repair Services: Full-service repairs including ring resizing, prong re-tipping, stone replacement, clasp repair, chain repair, scratch removal, watch repairs, and pearl/bead restringing.
4. Gold and Diamond Buying: Purchase of gold jewelry in any condition and loose diamonds/diamond jewelry. Offers cash payout or in-store credit. Also offers diamond trade-ins for anniversary upgrades.
5. Gift Cards: In-store gift cards available for purchase, allowing recipients to select their own jewelry pieces.
6. Jewelry Insurance and Appraisals: Professional appraisal services for insurance, resale, or personal knowledge. Insurance recommendations through Jewelers Mutual.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Sierra Moon Goldsmiths is a family-owned fine jewelry retailer that designs, sources, and sells engagement rings, wedding bands, and fashion jewelry made from natural and lab-grown diamonds, colored gemstones, and precious metals. The company also operates a full-service goldsmith shop providing custom jewelry design with CAD visualization, jewelry repair, restoration, appraisals, pearl restringing, inspection and cleaning, and gold and diamond buying. Sales are conducted through a flagship Auburn, CA storefront, appointment-based consultations, phone/text orders, and an e-commerce website.

Product overview

Sierra Moon Goldsmiths is a family-owned fine jewelry retailer offering a comprehensive portfolio of products centered around engagement rings, wedding bands, and fine jewelry. The core offering includes natural and lab-grown diamonds, gemstone pieces, and precious metal jewelry. Key products include Engagement Rings (with styles from solitaire to antique), Wedding Bands, Diamond Jewelry, and Gemstone Jewelry. The company differentiates through Custom Jewelry Design services using CAD/CAM technology, an interactive Build Your Own Ring tool, and a Diamond Search platform. Services include Jewelry Repair, Gold & Diamond Buying, Jewelry Insurance, Appraisals, Inspection & Cleaning, and Pearl & Bead Restringing. The company also offers Gift Cards and exclusive experiences like the Antwerp Diamond Trip. Products are available across all price points with jewelry under $250, under $500, and under $750 options.

Differentiator

Problem solved

Functional benefit

Products and services

• Engagement Rings Ready-made engagement rings in solitaire, three-stone, halo, antique, pave, and other styles featuring natural and lab-grown diamonds. Targeted at engaged couples and bridal shoppers in the Sierra Foothills and Sacramento Region.
• Wedding Bands Men's and women's wedding bands in white gold, yellow gold, platinum, rose gold, and alternative metals, plus eternity bands. Offered to couples coordinating bridal sets.
• Fashion Jewelry Diamond and gemstone fashion rings, earrings, necklaces, pendants, bracelets, chains, charms, and cufflinks in silver, 10k gold, and 14k gold. Sold to individual consumers for personal wear or gifting.
• Custom Jewelry Design Bespoke custom design service with consultation, CAD visualization, resin mold approval, casting in chosen metal, stone setting, and final finishing by in-house goldsmiths over a 4-6 week production timeline. Targeted at customers wanting one-of-a-kind engagement rings, redesign of heirloom pieces, or fully bespoke jewelry.
• Jewelry Repair Full-service jewelry repair including ring resizing, prong re-tipping, stone replacement, clasp and chain repair, scratch removal, and watch repairs. Service available regardless of where the jewelry was originally purchased.
• Gold and Diamond Buying
• Jewelry Appraisals
• Jewelry Inspection and Cleaning
• Pearl and Bead Restringing
• Gift Cards

Quantifiable outcome

• 97% of recent buyers gave Sierra Moon 5 stars
• +1 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

17 partnerships are on record, tiered core and minor.

• Gems OnecoreChannel Partner/ Reseller/ DistributorAuthorized retailer for Gems One jewelry collection. Gems One is described as the jewelry industry's leading manufacturer of exquisite jewelry supported by state-of-the-art marketing, serving as a true retail partner.
• Gems by PanciscoreChannel Partner/ Reseller/ DistributorAuthorized retailer for Gems by Pancis natural color diamonds. Company has been dedicated to bringing beauty and rarity of natural color diamonds for over 45 years, founded in early 1980s.
• GN DiamondcoreChannel Partner/ Reseller/ DistributorAuthorized retailer for GN Diamond, a leading wholesaler for GIA certified loose diamonds and finished diamond jewelry. Market leader for IGI and GIA certified lab-created diamonds.
• INOXcoreChannel Partner/ Reseller/ DistributorAuthorized retailer for INOX Jewelry, a collection of over 2000+ different stainless steel and titanium jewelry designs ranging from classic to contemporary and edgy styles.
• Kelly WaterscoreChannel Partner/ Reseller/ DistributorAuthorized retailer for Kelly Waters, crafting highest quality fashion jewelry and gift items for over 45 years. Affordable and engravable collection perfect for various occasions.
• Lashbrook DesignscoreChannel Partner/ Reseller/ DistributorAuthorized retailer for Lashbrook Designs, the jewelry industry's premier supplier of alternative metal wedding bands.
• Leslie'scoreChannel Partner/ Reseller/ DistributorAuthorized retailer for Leslie's Italian artistry and craftsmanship in 14k gold, 10k gold, and sterling silver. Features timeless, traditional, and fashion-forward designs.
• Royal ChaincoreChannel Partner/ Reseller/ DistributorAuthorized retailer for Royal Chain Group, founded in 1978 by Paul Maroof. Family-owned business known as pre-eminent importer of quality jewelry.
• Stuller Wedding BandscoreChannel Partner/ Reseller/ DistributorAuthorized retailer for Stuller Wedding Bands, offering unmatched selection with customizable options in diamond bands, precious metal bands, and alternative metal bands.
• OvernightcoreChannel Partner/ Reseller/ DistributorAuthorized retailer for Overnight, established in 1994 with nearly 50,000 styles. Known as fashion-forward, service-based, reliable jewelry supplier with immediate goods availability.
• Color MerchantscoreChannel Partner/ Reseller/ DistributorAuthorized retailer for Color Merchants, a leading supplier of diamond and gemstone jewelry with over 25 years of experience. Features classic birthstone pieces and signature Dashing Diamonds line.
• 302coreChannel Partner/ Reseller/ DistributorAuthorized retailer for 302 jewelry, created for the self-purchaser. Features Sage, Ruler, Seeker, Rebel, and Innocent collections with celestial, bold, organic, geometric, and spiritual designs.
• Earth PebblescoreStrategic or Co-development PartnerPartnership with Earth Pebbles, owned by Rebekah, a GIA-trained gemologist with over 30 years in the industry. Specializes in vintage and estate jewelry curated for the everyday woman. Partnership includes estate jewelry trunk shows.
• Jewelers Board of Trade (JBT)minorOthersListed as footer affiliate/partner, industry organization for jewelers.
• Independent Jewelers Organization (IJO)minorOthersListed as footer affiliate/partner, jewelry retailer cooperative organization.
• Jewelers MutualminorOthersListed as footer affiliate/partner, jewelry insurance provider recommended for customers.
• GIA (Gemological Institute of America)minorOthersListed as footer affiliate/partner. Also Rebekah from Earth Pebbles was previously an instructor at GIA.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Zales: National mall-based fine and bridal jewelry retailer under Signet Jewelers, overlapping with Sierra Moon on diamond fashion jewelry and bridal assortment at accessible price points.
• Pandora: Global fashion jewelry brand with charm bracelets and silver pieces, comparable to Sierra Moon's fashion jewelry and charm bracelet categories below the bridal price band.
• Kay Jewelers: Mass-market jewelry chain owned by Signet Jewelers selling bridal, fashion, and fine jewelry with broad price points — overlaps with Sierra Moon on entry-level silver and bridal customers.
• Tiffany & Co. Iconic global fine jewelry and bridal brand offering engagement rings and bespoke services at premium price points, representing the aspirational positioning adjacent to Sierra Moon's premium-but-local model.

Emerging players

• Etsy: Online marketplace for handmade and custom jewelry from independent makers, partially overlapping with Sierra Moon's bespoke and custom design services for one-of-a-kind pieces.

Direct peers

• Ben Bridge Jeweler: Family-owned multi-store fine jewelry retailer with in-house watchmaking and repair services, comparable to Sierra Moon as a regional independent jeweler offering bridal, custom, and trade-in services.
• Blue Nile: Online-first diamond and fine jewelry retailer with build-your-own-ring configurators, comparable to Sierra Moon's Build Your Own Ring and Diamond Search tools in the bridal category.
• Robbins Brothers: California-based engagement ring and bridal jewelry specialist with showrooms across the West Coast, directly comparable to Sierra Moon's bridal-first go-to-market and in-store consultation model.
• Brilliant Earth: Fine jewelry retailer specializing in engagement rings and ethically sourced natural and lab-grown diamonds, with both online and showroom channels — directly comparable to Sierra Moon's bridal and lab-grown diamond focus.
• James Allen: Online diamond and engagement ring retailer with interactive diamond visualization and customization, competing for the same digitally-engaged bridal customers Sierra Moon targets.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xinstagram.com/sierramoongoldsmiths
• Instagraminstagram.com/sierramoongoldsmiths
• LinkedInlinkedin.com/company/sierra-moon-goldsmiths

Compliance2 records

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 Sierra Moon Goldsmiths