Our Story

The History of La Bijouterie

La Bijouterie’s Founder Set, comes from a long line of diamond jewelers. “Not everyone is in love with their family business, so I feel blessed because I’m truly passionate about diamonds, our clients and jewelry design."

Set’s story began over 25 years ago when he followed his passion and immersed himself in the family trade. At the age of 20, he traveled to Africa to continue his education around rough diamond trading- from mining to purchasing. After adventuring for over a decade, Set returned to Antwerp, Belgium - the diamond industry's capital. In Europe, he mastered diamond trading and polishing.
Over the next 10 years he became known for his ethical trading and business practices amongst diamond wholesalers in Europe and worldwide. But despite his success as a diamond trader, he yearned to have a personal connection with the people enjoying his gems.

In 2011, Set and his family opened La Bijouterie, meaning "The Jewelry Shop." He's fulfilled a lifelong dream and has found a true home in San Francisco. He welcomes new and old customers to pop in and say Bonjour!

Our Promise

Ethical Standards - We’ve worked in the diamond wholesale business for generations and only work with trusted, ethical sources - never with conflict diamonds. We make sure each of our diamonds are GIA certified and provide a GIA certificate of appraisal with each diamond purchase.
We’re obsessed with craftsmanship. We guarantee that every item we offer to you is designed and meticulously crafted in California by our family of third generation jewelers to ensure you’re getting a one of a kind piece.
Your priorities come first. We listen to understand what you’re looking for and the budget you’re comfortable with. You can rest assured that you won’t be upsold or pressured into purchases.
We believe in transparency. We don’t have hidden markups so commonly charged by heavily branded designers, department stores and online stores for deceptively lower quality diamonds and generic machine-made metals. At La Bijouterie, we offer made-to-order designs and lower costs thanks to low overhead costs, keeping only a select few items on hand, and maintaining a direct relationships with diamond traders.
Knowledge is Power. We enjoy educating our customers about our process, our resources and diamonds. Many customers want to know what they’re paying for and how we’re able to offer prices lower than online jewelers and we’re happy to explain that in detail.
We invite you to be creative. Should you choose to customize your own ring, as many of our customers do, we will guide you through the entire process. It starts with your idea and a sketch and transforms into a 3D model for your review, followed by a life-size wax model that you can touch and examine.
We welcome you into our lives, as you have welcomed us into yours. Choosing La Bijouterie is more than choosing a piece of jewelry, it’s choosing to join our growing family!