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Meet of Leo Sierra Collection in Hermosa Beach

Today we’d like to introduce you to Leo Sierra.

Thanks for sharing your story with us . So, let’s start at the beginning and we can move on from there.
Well, starting a new business in the middle of a pandemic is a bit stressful!! Although I started this business recently, I have always been enamored with jewelry. It began at a young age with my mother’s collection. What stood out to me the most were the pieces that were handed down to her from previous generations.  It blew me away that you could have connections to previous generations through something so small. I understood the importance of investing in fine jewelry because it really becomes a piece of you and your story forever. At some point in middle school, I took up “designing” pieces and having them made for me when my mom traveled to Iran and went to the jewelry markets. Growing up, I always looked at jewelry design as more of a hobby, and so I ended up in healthcare administration for over 15 years.  During those 15 years, I took jewelry design courses on the side. I studied wax carving in Venice and took jewelry fabrication and stone setting classes at UCLA. I did start a small jewelry line in 2008, and due to a move and having kids, I had to say goodbye to my dream about four years into it. I felt like a failure, but sometimes it really is all about timing. Fast forward to 2020, I began to realize life is too short and I need to accomplish this dream of mine. So, I dove right in around February without having a chance to tell anyone yet. And then, the world shut down, and I was sure my second chance was not going to happen.  The silver lining in 2020 for me is that life is so precious and things can change in a moment’s notice, so stop waiting around for your dreams to come true.  You have to put in the work to make them come true.  I launched Leo Sierra Collection with a now or never mentality. I’ve been amazed at the amount of support and love I’ve seen since I began. My favorite part of seeing my jewelry on my clients is that I know it’s made to last forever and these pieces will become part of their story as well- handed down for generations to come.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
I am pretty sure that starting a business is never a smooth road, but throw a pandemic in the mix and you really are embarking on an uphill battle. The biggest obstacle was definitely believing in myself and that there was a place for my business during such a devastating time. I decided to go through with this dream in February and had all these ideas for launch parties and social events to promote my business. Just like the rest of the world, I could hear the COVID news building in February, but had no idea the world was about to shut down just a few weeks later! It was hard to imagine how this would work, and I honestly felt like my second chance at this dream was coming to an end before it began. After being home for a few months and realizing life was different now, I had to make a decision. My husband is in healthcare, so he is at work all day-long hours, and Im home with two kids. I realized that things can change in an instant, so if I really wanted this then I had to just go for it. Once I made that leap, it has been pretty smooth, but I still have moments of doubt! And that is just part of the process.

Please tell us about Leo Sierra Collection.
I specialize in fine jewelry. I truly believe that some pieces are worth the investment because they will become a part of your life forever. I love my turquoise and gold pieces that were handed down to my mom and then to me. I wear them as lucky charms and connections to my grandmother who I miss dearly. I love that moment when I see a piece on someone and we both know it was meant for them. It is such a special moment!

Do you look back particularly fondly on any memories from childhood?
Great question! And I have thought about this a lot lately because of all the changes in our lives. My kids have been mostly home with me since March. Last year at that time it was school and then once school ended, the business continued with summer camps. This summer with them reminded me of my favorite memories of childhood. Lazy summer days with nowhere to be. Travel, friends, beach, relaxing. Was there a better moment as a kid! I realized with the way things were going, we have been robbing our kids of those amazing lazy days I loved as a kid. There are silver linings, and this pandemic taught me to slow down and appreciate just being and enjoying every moment with my husband and kids.


  • Evil Eye Ring 14k gold, diamonds, and sapphire accent $260
  • Black Diamond Huggies $320
  • Moonstone and Diamonds Band in 14k Gold $1,250

Contact Info:

Image Credit:

Tom Cocking

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