About Us

Sofia Jewelry: Our retail store

Sofia Jewelry, est. 1994, is a full service jewelry store at 80 Throckmorton Avenue, Mill Valley, California, 94941. Close to San Francisco and Berkeley, offering beautiful and unique jewelry from local and nationally acclaimed jewelry designers. Susan and Carl Priolo hand pick each piece of jewelry in their store, with an eye to outstanding design and craftsmanship. Sofia Jewelry has become a destination jewelry store for tourists and locals alike, who return year after year to buy gifts for birthdays, anniversaries and holidays. Sofia Jewelry is best known for the custom designs Carl Priolo has created for brides and bridegrooms over the past 17 or so years. Sofia Jewelry offers expert repair work and can up-cycle your old jewelry into fabulous jewelry you will enjoy wearing today. 

Home of the Let Love Out Cause and Campaign.

Located at:  80 Throckmorton Avenue, Mill Valley, CA 94941

Phone:  415.388.8776

Featuring jewelry by:

• Stephany Hitchcock
• Enamorata
• Elliott Chandler
• Kanwar Creations
• Sethi Couture
• Conni Mainne
• Chiara Solari
• and the expanded collection of Carl & Lucas Priolo

Our customers tell us they love buying from a family of jewelers, who will take care of them when they need a special Anniversary gift, a birthday gift, or a gift for Valentine's, Graduation or Holiday. And they know Sofia Jewelry is the place to come when they need the perfect custom made wedding or engagement ring. Each piece of jewelry in this enchanting jewel-box of a jewelry store is hand picked by the Priolo family, for it's artistry and craftsmanship. We take pride in selecting jewelry made from eco reclaimed silver and gold, using ethically sourced gemstones and conflict free diamonds where possible. Carl Priolo, co-owner, and jewelry designer for over 40 years, is known for his designs that are both edgy and romantic. He is sought after for his custom designs, and his ability to listen to the client and to deliver what they want, on time, and without breaking the bank. Carl can redesign your old jewelry into something new and exciting that you will enjoy wearing today.

Store Hours:

Mon, Tues, Thurs, Fri: 11:30a – 5:30p

Sat: 11:00a – 5:30p

Sun: 12:00p – 5:00p

Wed: By appointment only.

Find us on Google.

 

"What's in a Name? A rose by any other name would smell as sweet" 

Over the past 40 plus years, Carl Priolo has made a lot of fabulous jewelry that is still being lovingly worn today.

Over the decades he's used the following stamps to mark the inside of his jewelry:

• WAZU  (1969 – 1980)
• C.Priolo (1980  - his designs are still being manufactured  in America, and wholesaled under the name The Touch)
• Chiara (1990 – 2010)
• Priolo & Co  (2010 – on)

Our shop in Mill Valley opened as Sofia Jewelry in 1994,  became Sofia Mill Valley in 2007,  back to Sofia Jewelry in 2012.

Our on line presence has gone through name changes too!

• Sofia Jewelry (2001 – 2010)
• Priolo & Co. (2010 – 2012)
• Let Love Out (2011…… present)
• back to Sofia Jewelry (2012 ….. )

So… we are the same great family, the same great jewelry, the same great store… Stop by and see us!