Our History


Leo's career in jewelry began as a salesperson at the jewelry counter in the Walker Scott department store. Leo was fired several times for bending the rules to give his customers a better shopping experience but was always re-hired because he was their top salesman. His boss at the time "suggested" that he start his own business. So in 1980, with $125 in their pockets, Leo and his partner Robin Hart, ventured out on their own.

At swap meets, street fairs, and any place people were gathering, they would set up a small table, and gradually their passionate following of loyal customers grew. Customers would tell them what they were looking for in watches, diamonds, or jewelry, and they would find it for them at a great price.

After a couple of years, Leo and Robin were doing enough business to open our first store on El Cajon Blvd., which was so small that their first employee couldn't fit behind the counters anymore after becoming pregnant! A few years later they recruited Leo's sister Lisa to join the company. By then, they were specializing in preowned Rolex and Patek Philippe watches, as well as fine diamonds and Japanese pearls.

They were finally able to move to a larger store just down the street. As a company, they continued to gain expertise in fine vintage jewelry, preowned Swiss watches, colored gemstones, and diamonds, and to make even more friends and customers.

A couple of years after that brought another move for them, yet further west on El Cajon Blvd. Here they fledgling company really started to expand, as we began to take on national brands of distinction, such the elite Hearts On Fire® jewelry brand. Leo's third partner, Maggie Scheuer, joined them and they continued to expand the services that they could offer to their customers and to sharpen their customer service skills.

Leo's philosophy was, "We are off the beaten path and can give our customers a great deal along with excellent service." Even as we moved into new stores that were progressively larger and more beautiful, we retained the feeling of a family-owned and operated business, and because of that, our family of loyal customers continued to grow.

They finally moved to their current store on San Diego Avenue, their largest and most complete, full service fine jewelry store in San Diego County. They specialize in giving their customers fantastic value on vintage jewelry, preowned watches, diamonds, and designer jewelry. Though the company has grown from being just a table at the swap meet, many of their original customers still shop here, along with their children and sometimes their children's children!

They hope that you will visit them soon so you can experience our outstanding customer service for yourself. Please contact Leo, Lisa, Robin, or Maggie if you have any comments, compliments, suggestions, or ideas for improvement.