A Family Affair: 30 Years of Sofia Jewelry
A Legacy of Luxury and Craftsmanship
Sofia Jewelry has been a beloved fixture in the Bay Area for over three decades, delighting customers with its exquisite designs and personalized service. While the Mill Valley store was founded in 1994 by Carl and Susan Priolo, the family-owned business evolved from a humble home studio to the thriving online jewelry store you know and love today.
A Passion for Jewelry
The journey began in 1989 when Carl and Susan built a studio on their property in Fairfax, CA. The first silver line, featuring the iconic Chiara bracelets, designed by Carl Priolo, was soon followed by a foray into local street fairs and arts festivals. In 1993, they opened their first brick-and-mortar store in San Anselmo, laying the foundation for their growing business to move to Mill Valley.
Expanding Horizons
Over the years, Sofia Jewelry continued to expand and evolve. The opening of Sofia Jewelry in Mill Valley in 1994 marked a significant milestone. In 1996, the Signature line gained national recognition with sales in the Nature Company and New Yorker Magazine.
Embracing Innovation
Sofia Jewelry has always embraced innovation within the jewelry industry and in 2005, their jewelers began using CAD design for custom projects, offering clients a more personalized and efficient experience. The first store remodel with new floors and lighting in 2008 further enhanced the jewel box experience that you get with Sofia Jewelry.
A Family Affair
In 2012, following successful careers as professional ballet dancers, Susan and Carl’s children, Sophie and Lucas, moved back home to run the family business. Their passion and dedication have been instrumental in the company's continued success. Together they have hand curated world renowned jewelry designers as well as showcasing their stunning and bespoke custom creations.
A Pivotal Moment
2019 marked a significant milestone: Sophie and Lucas officially purchased the family business, ensuring that the legacy of Sofia Jewelry would continue for generations to come. That same year, Sofia Jewelry celebrated its 25th anniversary, a testament to their enduring popularity and commitment to excellence.
Navigating Challenges
The COVID-19 pandemic presented unique challenges, but Sofia Jewelry adapted with creativity and resilience. The family pivoted to virtual shopping experiences, created curated gift boxes for local customers, and embraced innovative strategies to stay connected with their loyal clientele.
Continued Growth
In 2020, Sofia Jewelry launched a new e-commerce website, enhancing their online presence to be the best online jewelry store and making it easier for customers to shop their collection. The following year, they expanded their reach by buying and reopening Johann Paul Fine Jewelry - Best Jewelry Store in Greenbrae & Marin County in the Bon Air Center. To meet the growing demand, the business also added two full-time jewelers and a diamond setter to their on-site studio space.
Celebrating 30 Years of Excellence
As Sofia Jewelry celebrates its 30th anniversary in 2024, they continue to be a beacon of luxury and craftsmanship in the Bay Area. Their commitment to quality, personalized service, and innovation has earned them a loyal customer base and a reputation for excellence.