Our Story

An Obsession with Fine Craftsmanship

Since opening La Bijouterie in 2011, founder Set has followed an on-demand model with a focus on made-to-order, handcrafted designs. Inspired by innovative startups such as Kickstarter and Uber, serial entrepreneur and former diamond trader Set decided to reverse engineer the jewelry business by empowering the customer. La Bijouterie offers customers the benefits of an efficient business model, paired with three generations of diamond expertise and time-honored craftsmanship. Set’s focus on beauty, precision and artistry borders on obsession. He believes that “If a thing’s worth doing, then it’s worth doing well”. That’s why the La Bijouterie family never outsources their work and makes everything in California.

By keeping the boutique small and working directly with top international cutters and polishers, Set is able to pass on the benefits of low overhead costs to his customers. 

Removing Middle Men & Markups

Set keeps La Bijouterie's inventory low and doesn’t employ salespeople. He cuts out middle-man markups by dealing directly with diamond manufacturers. As a former diamond trader with access to the world’s most exclusive jewelry craftsmen and diamond manufacturers, he is able to obtain the highest quality diamonds, including a supply of stones that are not available to the public online. Set understands that jewelry shopping can be a daunting experience and that customers want to get the most value from each purchase. Whether a customer has a thousand or million dollars, they deserve the most beautiful and unique gem available for their budget. Set passes on the benefits of directly-sourced diamonds and low overhead to his customers. That's why La Bijouterie’s business has grown through word-of-mouth customer recommendations. Set doesn’t believe in marketing, and instead opts to give each customer a memorable, quality experience.

The History of La Bijouterie

La Bijouterie’s Founder Set comes from a long line of familial diamond jewelers. “Not everyone is in love with their family business,” he says. “So I feel blessed because I’m truly passionate about diamonds 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 and immersed himself in 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 buying and polishing.

Over the next 10 years he became known for his ethical trading and business practices amongst diamond wholesalers in Europe. 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!

Visit La Bijouterie
1931 Union St., 
San Francisco, CA 94123

Tel.: (415) 775-6622

Hours: 
Mon.:  Closed.
Tue. & Thu.: 11am to 7pm
Wed. & Fri.: 11am to 6pm
Sat. : 11am to 5pm
Sun.: 12pm to 4pm
Last Sunday of each Month: Closed


Jewelers of America

BBB Accredited Business

Ethical Jewelry Pledge