Exploring Life & Business with Sara Sarboojarian of La Rosa Diamonds

Today we’d like to introduce you to Sara Sarboojarian.

Hi Sara, thanks for joining us today. We’d love for you to start by introducing yourself.
I’m originally an immigrant who moved to the U.S. to pursue a better future through education. I earned my bachelor’s degree in Business Law, and I’m currently studying for the LSAT to continue my journey into law school. Balancing school and work wasn’t easy—I often had to juggle long study nights with full-time jobs. But those challenges shaped me. They pushed me to be more disciplined, more focused, and more driven than ever before.

I’ve been in the jewelry industry for over seven years now. I started working volunteer for a jewelry manufacturing company, where I learned the technical side of how jewelry is made—from design to production. Later, I joined a larger company known for its fine jewelry and luxury watches and again worked for them in volunteer basis. That’s where I deepened my knowledge of gemstones, diamonds, and how to evaluate and handle high-end pieces. I also discovered my passion for sales and customer service. I learned how to truly listen to clients and guide them toward pieces that match their style, occasion, and budget—skills that have really helped me stand out in a competitive industry.

For the past two years, I’ve been running my own business. I sell both online and in person, and I’ve been working hard to grow my Instagram audience and turn my vision into a full-fledged brand. I’m proud to be the youngest woman running her own business in the DTLA Jewelry District—building everything from the ground up with no family ties or outside help in the industry. One of the things that truly sets my company apart is the packaging. I wanted to create something unforgettable—something that made every purchase feel like a luxury experience. So I designed a custom box featuring preserved roses, making it the perfect gift presentation. I was the first in the jewelry industry to combine preserved roses with fine jewelry packaging, and the response has been amazing.

This business is more than just a job—it’s a reflection of everything I’ve worked for, everything I’ve learned, and the people I’ve had the chance to connect with along the way.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Definitely not—it’s been anything but a smooth road. In the beginning, it was extremely hard to gain trust in the industry, especially with the limited budget I had. Sourcing quality jewelry, building relationships with suppliers, and proving myself in a competitive market was a constant uphill battle. On top of that, I was managing full-time work, studying for school, and living completely on my own—miles away from my family. I didn’t have anyone to rely on, no one to come support me or even stand beside me on the day I opened my business. Every step I took was fueled by pure determination and belief in myself, even during the hardest moments when it felt like I had nothing but a dream.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
My business specializes in fine jewelry, with a focus on custom-designed engagement rings and bridal pieces—available in both natural and lab-grown diamonds. I also deal in luxury watches, including iconic brands like Rolex and Audemars Piguet. What truly sets my brand apart is not just what I sell, but how I sell it. I treat every client like family, and I go above and beyond to make sure they feel safe, confident, and 100% sure about their purchase. My customer service is deeply personal—I build real relationships with my clients, many of whom become lifelong friends.

Every piece I sell reflects a high level of craftsmanship and attention to detail. I’m extremely hands-on throughout the entire process, from stone selection to final polish. And when it comes to packaging, I wanted to create something unforgettable—so I designed a luxurious jewelry box that features preserved roses, making it a perfect and memorable gift. It’s something I’m incredibly proud of, especially because I was the first in the industry to combine preserved roses with fine jewelry packaging.

What I want readers to know is that my brand is built on trust, quality, and genuine connection. Whether someone is shopping for their first engagement ring or a rare timepiece, I’m here to guide them with care, expertise, and heart.

What sort of changes are you expecting over the next 5-10 years?
Over the next 5–10 years, I believe the jewelry industry is going to shift even more toward lab-grown diamonds. As people become more conscious of sustainability and value, lab diamonds are becoming a smart and ethical choice without compromising on beauty or quality. I also see a growing trend toward daintier, more minimalistic pieces—people are leaning into timeless, everyday jewelry that’s elegant and versatile rather than overly flashy. The industry is evolving to match the modern consumer’s lifestyle, and I’m excited to keep adapting and offering pieces that reflect both individuality and intention.

Contact Info:

• Website: https://larosadiamonds.com/
• Instagram: https://www.instagram.com/larosadiamonds/
• Facebook: https://www.facebook.com/profile.php?id=100095419870019
• Yelp: https://yelp.to/dEghU-D1tg