MEET SET
An Expert Who Truly Cares
About Your Needs
Set, the owner of La Bijouterie, is a third-generation jeweler dedicated to creating timeless pieces. Growing up in a family of fine jewelry artisans, Set brings decades of experience and passion to each diamond engagement ring he designs. Whether it’s a classic yellow gold wedding band or an intricate diamond ring, Set’s expertise ensures every piece is unique and tailored to the client’s vision. His goal is simple: to create a stunning piece of jewelry that tells your story and lasts a lifetime.
Why Couples Choose La Bijouterie
Here’s what sets La Bijouterie apart among Union Street jewelers and San Francisco boutiques:
- A personal relationship. Couples build a personal relationship with Set, who leads with education, transparency, and a no-pressure approach. Each conversation helps to inform and guide, giving couples the confidence they need to make thoughtful decisions at their own pace.
- Ongoing support. As a locally owned boutique, La Bijouterie offers ongoing support and accountability well beyond the purchase. With us, you have a trusted jeweler to return to for care, questions, and future milestones.
- Top-quality diamonds. Each La Bijouterie stone is ethically sourced and GIA-certified, with a focus on transparency and long-term value. Couples can feel confident knowing exactly what they are choosing and why, without uncertainty or compromise.
Want to See More?
Explore Past Creations – Custom Ring Portfolio
Discover a selection of custom engagement rings designed in our San Francisco boutique. This portfolio highlights a range of styles, from classic solitaires and three-stone designs to halos, vintage-inspired details, and modern minimalist wedding rings. Our rings are a testament to what’s possible when your piece is designed around you.
How It Works
Ethically sourced, custom designed engagement rings.
We sit down & get to know you
Unlike other San Francisco jewelers, we pride ourselves on the relationships we build with our customers. Ask us any questions you may have or share any concerns that might be lingering, and let us show you what being part of the La Bijouterie family is all about.
We find your diamond
No matter your preference on cut, color, clarity, carat size, and cost, we can find you the perfect diamond at prices that work for your budget.
Together, we design your ring
From sketches and Pinterest pictures, we have seen and heard it all. Let us help guide you to create the perfect wedding ring to last a lifetime.
We believe the only way to truly understand what you’re looking for and provide you with the attention you deserve is through an appointment. This enables us to comfortably discuss your budget while exploring different design options.
Our Story
We’re a family-run business and a third-generation jeweler.
When La Bijouterie's Founder, Set, was asked why he felt so passionate about opening his own jewelry store when so many others took the online route, the answer came right away. It was due to the relationships he knew he could forge, and the couples he could help educate about the complicated world of diamonds.
Set learned early in life that helping others creates a special moment in their lives - it’s an irreplaceable feeling. You instantaneously become a part of a cherished memory, and that is something quite rare.
Set believes that an engagement ring is more than just a piece of jewelry. It’s a handcrafted family heirloom, it’s a symbol of love, and oftentimes, the start of a family. It’s a true treasure to be passed down through generations.
Set has always believed that his success can be attributed to the trust he’s built with his clients. It’s easy to be taken advantage of in an industry that the general population knows little about. When making one of the biggest purchases of your life, it’s imperative to have someone who can break down cost, design, and, most importantly, make you feel comfortable. You need a true expert in the field.
Having a physical store location in an amazing city like San Francisco was always a must for Set. He felt it was important for potential clients to have an in-person conversation about what they were looking for, while physically holding a ring, and for past clients to have a space to visit for an espresso or talk about their next jewelry purchase. Being local means no guesses, no being left in the dark, and mostly, not being taken advantage of. From our family to yours, welcome!
Testimonials
Some of Our Happy Couples
We believe the only way to truly understand what you’re looking for and provide you with the attention you deserve is through an appointment. This enables us to talk through a budget you’re comfortable with and show you some of our many designs.
Kenny & Shayne
Married 9.24.18 - Nipomo, CA
“
I walked into La Bijouterie knowing absolutely nothing about diamonds, and even less about engagement rings. Set's honesty and willingness to educate me every step of the way, made me 100% confident throughout the entire process. We walked away with an incredibly unique engagement ring and a friend that we've been confident in referring time and time again. To this day, we still marvel at the custom details and impeccable craftsmanship La Bijouterie puts into their work.
Sam & Joey
Married 6.3.18 - Petaluma, CA
“
I was proposed to with the most beautiful engagement ring that my fiancé and Set custom designed. Once it came to sizing my ring and picking out my bands, Set was there to help me every step of the way. He designed two incredibly beautiful bands to go with my ring, and I could not imagine being able to wear anything more beautiful on my hand everyday for the rest of my life. With all the visits to the LaBijouterie store, we have created a friendship that will last forever! I feel so lucky and grateful to have a jeweler that became my friend, who is so trustworthy and passionate about his business and clients!
Nick & Kristin
Married in Santa Margarita, CA
“
Our experience with Set was like working with a great friend. He is trustworthy, and thoughtfully shared his knowledge and creativity throughout the process. He created our dream engagement ring and transformed a family heirloom into modern pieces. We recommend Set to all of our friends, and we'd never work with anyone else.
The McSweeney’s
“
I will always remember scrolling through social media, finding LaBijouterie’s page, and instantly falling in love with every piece of jewelry. My then boyfriend, now husband, Jack, took me in one afternoon and we met Set. With open arms and the biggest smile, we instantly felt comfortable and knew we would be taken care of. A year and a half later, Jack and I were driving into the city talking about our friends who had recently got engaged and how he purchased a ring ONLINE... WITHOUT EVER SEEING IT... I couldn’t wrap my head around it! In a completely serious tone I said, “Please don’t ever do that. Remember that amazing place we went to?! Whenever you decide to make that kind of purchase, it HAS to be from there” . And do you know what he said back? “Yeah, I remember, but my friend said he got a killer deal so I’ll definitely look into my options...”. I cried. Right there in the car. I was dating a crazy person! We talked it out and told me not to worry. Long story short, he had already seen Set and purchased the most lovely, oval engagement ring and was going to be picking it up that Friday before our trip. We enjoyed working with Set at LaBijouterie so much we had to get my other two bands and Jack’s wedding band too. Everyday we have a reminder of our commitment to each other all thanks to Set at LaBijouterie.
Ali & Sean
Married 05.05.18 - Carmel Valley, CA
“
Set was incredible to work with. We had an amazing experience! We did our engagement/wedding bands and mother of the bride gift with Set. He was wonderful to Work with, very patient and provided multiple options for us! We will be seeing him again with future purchases!
Mindy & Alex
Married 09.04.16 - Nestldown Los Gatos, CA
“
I had an idea of what I wanted for my engagement ring and wedding band, but Set helped turn it into a reality. After our initial meeting, he sent us a 3D picture of what it would look like and it was perfect! Set was absolutely wonderful throughout the entire process from designing our rings to getting them engraved after our wedding. We are so incredibly grateful for his vision, sophistication, efficiency, and attention to detail. Thank you Set!
Serving San Francisco & the Bay Area
La Bijouterie proudly serves San Francisco and Bay Area couples from our boutique in Union Square. Our central location makes it easy to visit from anywhere in the city and throughout the Bay Area, including the Financial District and nearby tech hubs.
Going with a local jeweler means convenience, safety, and support you can count on. You can get an in-person consultation, view designs up close, and receive ongoing care and guidance from a San Francisco boutique rooted in the community.
Sometimes other people talk about us, too.
Rings designed by jeweler Set F. dazzle in his La Bijouterie jewelry boutique in S.F.
Full Article ▹Specializing in diamond engagement rings, the third generation California family business is focused on custom design. They intentionally keep the business small in order to work only with local master craftsmen they personally know.
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Specializing in diamond engagement rings, the third generation California family business is focused on custom design.
They intentionally keep the business small in order to work only with local master craftsmen they personally know.
Book Your Appointment
Ready to explore styles or design a custom engagement ring?
Start with a 15-minute browse or schedule a full custom design session to bring your new piece to life.
Every appointment is relaxed, educational, and relationship-first, with no pressure and absolutely no obligation.
Want to get a better understanding before booking? Feel free to explore how the custom jewelry design process works from start to finish.
