Nearly Four Decades of Doing Right By You

Ron and Mechelle Yates opened their first store in Modesto in 1988, buying and selling rare coins, estate jewelry, and diamonds. It didn't take long to notice that the pieces they sold to other jewelers were being marked up four and five times over — so they changed course. "Give the deal to our customers, not the dealers," Ron said, and that has been the business ever since. Today, with Mechelle's Graduate Gemologist diploma from GIA and decades of hard-won expertise behind every case, you'll find independently lab-graded diamonds, jewelry built with real metal and thick prongs, and honest pricing with no fake sales or haggling. We'd love to show you the difference in person.