Profile: Set, Owner, La Bijouterie

WHAT MAKES YOU PASSIONATE ABOUT DIAMONDS AND JEWELRY?

I am passionate about diamonds because each diamond is like a snowflake or a fingerprint, distinctly unique. You can spend a lifetime learning about them and their value. My education began very young in my family business where I used to watch my cousins design and create beautiful jewelry. That’s when I realized my passion for this field. My journey began by “working on the bench.” Then I went to Africa to learn more about diamonds from the source and eventually returned to Antwerp, where I learned how to trade, cut and polish diamonds. I’ve done it all, and it gives me great pleasure to share this knowledge and to bring joy to my clients when I deliver the final outcome of their desired jewelry. That happiness makes everything worthwhile.

YOU HAVE WORKED IN THE DIAMOND TRADE IN AFRICA AND BELGIUM. WHY DID YOU START YOUR BUSINESS IN SAN FRANCISCO?

I believe it is important for the people you work for to have the capacity to appreciate good quality and value. San Francisco is one of the most vibrant and culturally sophisticated cities in the world. San Franciscans have taste and appreciate value. The quality of life is unsurpassed. It’s only natural I would open my doors here.

HOW DO YOU MAKE SURE THAT LA BIJOUTERIE REFLECTS YOUR VALUES?

Loyalty first starts with us. I treat every client like I would want to be treated and as if they are one of my family members. I establish a close connection with them in order to understand their exact needs and deliver the highest quality available for their budget. Being there for my clients and understanding their requests is priority.

WHAT ARE THE MOST INTERESTING CURRENT TRENDS IN DIAMONDS AND OTHER JEWELRY THAT YOU SEE HERE?

I find that my clients are drawn more and more to natural fancy-colored diamonds. In addition to that, they want exclusivity and uniqueness. People want to have something designed just for them. Because of my training, I can deliver what they want and in most instances exceed their expectations. I help people realize their dreams.

La Bijouterie: 1931 Union Street, 415-775-6622, www.lb-sf.com