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Meet Jonne Amaya

Today we’d like to introduce you to Jonne Amaya.

Jonne, can you briefly walk us through your story – how you started and how you got to where you are today.
I was always drawn to jewelry ever since I was a little kid. I would sit fascinated and watch the JTV channel ( jewelry tv ) after School and beg my mom to order something- (she would so that I could see it in person & then she would return it! haha. )

Years after, I was introduced to a jewelers workshop in Barcelona for four months and was consumed by the craft ever since. I then continued my practice in a jewelers studio in Mexico City. It took me hours of practice to understand the process of production and to fully appreciate the art & hours of work behind jewelry making.

After working for many renowned Jewelry Companies, I realized there was a gap in the market that I could fill. I´ve been focused on Custom Jewelry ever since and am now what I like to call a Personal Jeweler.

You’ve had some great, geographically-diverse experiences prior to going out on your own. Has it been a smooth road?
In hindsight, it has been a slow and patient kind of smooth. However, before finding my niche, I was definitely very frustrated and lost. The moment I realized that another designer’s path isn’t the same path that I should follow, is when I started growing and finding my place in the industry. Identifying my brand and my specialty took a lot of trial and error.

We’d love to hear more about your business.
Being a Personal Jeweler means that I work hand in hand with each client and solely design custom items specifically for the client I´m working with. It’s a very inclusive process for both the client and myself- I really get to know them and what they are looking for. I don’t believe that jewelry should be mass-produced or pre-designed- especially fine jewelry. To me, each piece should be as unique and independent as the person who wears it.

One thing I offer aside from making custom designs is that I work with a lot of my client’s old pieces that they have either inherited or no longer use.

We repurpose the gold and stones that they have and redesign them into an item that they love and can wear on the daily. Most importantly, by repurposing, they are able to keep the sentimental value behind the original item.

I´m the only designer that does this!

Is our city a good place to do what you do?
It is! Los Angeles is full of creative people with a unique style- It’s great because my clients are people who want something personalized, specially an important item like jewelry. We are also in a city that cares about sustainability, so my clients knowing that I repurpose as much as possible as well as use ethical diamonds is a big part of why they support my business.


  • I work directly with my clients budget. But typically Fine Jewelry starts at $1,500. Engagement rings range between 3k-20k

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