Our Story
“Thank you for the 56 years of confidence and support.”
De Luna Jewelers, established in 1967 by Richard Luna, relocated to 207 F Street as the new entity of Bella Luna Jewelers in 2016. Under the continual mentorship of Richard and Kyoko Luna, and new owner Stephanie Choi, Bella Luna Jewelers continues to serve the community as a family-owned business with generations of experience in the gem, jewelry, and timepiece trade. For the past 56 years, it has established a reputation for quality craftsmanship, trend-setting designs, and superior restoration services.
Our motto is to provide quality products and services, and to inspire confidence while delivering the knowledge and skills necessary to keep clients’ jewelry safe and long lasting. Bella Luna Jewelers offer fine jewelry collections, professional jewelry and timepiece restoration, custom design, consignment, appraisals, and—in long standing tradition of de Luna—Southwestern pottery and Oaxacan folk art.
Choi was educated by the Gemological Institute of America in Graduate Diamonds and Colored Stones. She comes from a family of jewelers and watchmakers, and has been involved in all aspects of the industry from a very young age. She served as a custom design specialist, appraiser, and educator of gemology and precious metals. Working alongside is a passionate, creative, and professionally trained team of jewelers utilizing traditional wax and cast techniques and designers ready to custom tailor timeless pieces from sketch to hand fabricated heirlooms. Bella Luna actively recruits local talents as well as alumni and undergraduate students of the UC Davis Design Program with emphasis in Fashion Design.
Richard Luna has been a jeweler since 1956 and worked in every aspect of the industry, from manufacturing to designing. He was a past president, secretary and treasurer of the American Society of Appraisers, founding board member of the Indian Arts and Crafts Association, and president of the Davis Chamber of Commerce. As an appraiser, collector and lecturer for service clubs, public schools and universities, Luna has been responsible for promoting the understanding of Indian art locally and nationally.
