Truly a locally owned business. Staffed by some of the finest Santa Cruz people I know. If you need something for a special occasion, stop by and talk to Emily, her Mother, or any of their fine people.They will not steer you wrong. 5 stars.

I honestly can’t recall the last time I received such amazing, personable and knowledgeable service like what I received from this establishment.Truly committed to what they doTheir selection was good and I’m certainly going to be back. No need. For amazon when u know there’s still businesses such as this one who truly take care of the ones that walk through their doors.My brother owns DrumskullDrums here in the cruz and shopping local wether online or in person is crucialits important that I mention how I was treated Because the folks here didn’t make me feel any less important than a high dollar spender.100% Respect and positive results is what this place gave.Thanks ladies.Signed,Grateful

Heres a pretty shocking story for you. My family has been in Santa Cruz for many years. My Father, Philips B. Patton, bought what he told me was the most expensive piece of jewelry he had ever bought my mother for an anniversary gift on the occasion of their anniversary in the 1970s . I recall this very well, as I was tasked with picking the piece up for him, at Dell Williams, as I worked for him at his law office on Locust street at the time.It was a lovely piece, perfectly matched jade in a gold filigree setting. Well fast forward to last week. I decided to put this valuable piece of estate jewelry up for auction in Carmel. I took it in the the auction house and said, well I have a minimum on this, as its perfectly matched jade, and very valuable. Well to my HORROR, the necklace turned out to not only to not be real jade, but to not even be set in real GOLD. For Dell Williams to take advantage of my Father this way, is CRIMINAL. Obviously 40 years have passed, but This family owned business sure treated my family, who did much business with them pretty poorly. If you plan on purchasing a high end piece, please get it independently appraised. This made me feel ILL.

Superb assortment of the finest jewelry available today. Excellent customer service! Love supporting this multi-generation business that gives back to our community in so many ways! A true Santa Cruz gem!

This place is Amazing!!!!! My ring somehow got tilted. They fixed it and cleaned it in 2 min. No charge! They are very nice and professional. Best experience ever!!!

Dont open the door to exit. Had to walk around the block.

Beautiful and elegant store with the highest quality and finest merchandise. Awesome selections from contemporary designers and classic jewelry items as well. This family-owned business is really special. This is the ONLY place I would make any important purchase.

Not concerned with customers overall happiness. I couldnt stay in business for myself if I treated my customers the way staff management and repair personnel treated me.Too bad I fell so deeply in love with the particular piece of jewellery I did. Because, there were only three places within 10 hours that offered it. I would have gone elsewhere if it was possible.

The staff is always friendly and knowledgeable. I have purchased gifts and had some jewlery repaired and cleaned. I like that they are conveniently located in downtown Santa Cruz and that they are a family-owned and run business. You can find anything from a Rolex to a lovely candle holder within their store. Id recommend them to all of my friends, family, and coworkers. Keep up the outstanding service.

Classy joint. They’ll give their best shot at fixing your watch or refer you elsewhere if it doesn’t work out.

I love Dell Williams. They are local and family owned. They have a jewelry repair that is the best. I have always found them helpful and friendly. If you are looking for quality and unique go there.