Todd Bracken shared their story and experiences with us recently and you can find our conversation below.
Hi Todd, thank you for taking the time to reflect back on your journey with us. I think our readers are in for a real treat. There is so much we can all learn from each other and so thank you again for opening up with us. Let’s get into it: What makes you lose track of time—and find yourself again?
It is ironic, but restoring vintage watches is something I do where I can easily loose track of time. I work on vintage Rolex watches, vintage Patek Philippe watches amongst others and it is a very careful art. The most renowned collectors and dealers trust me for my experience and attention to detail on these projects.
Can you briefly introduce yourself and share what makes you or your brand unique?
Bracken Jewelers is a fine jewelry studio in Santa Monica, our hidden gem, established 1984. Behind our inconspicuous doors are treasures to be discovered and created.
We specialize in handcrafted fine jewelry from custom engagement rings to California Gold wedding bands — all made with a focus on timeless design and lasting meaning.
Our engagement ring collection is a curated selection of handcrafted pieces featuring antique old-cut diamonds and other natural gemstones, alongside genuine antique engagement rings. Each piece is chosen or created for its character and craftsmanship.
Our California Gold Collection is made from gold we source directly from Northern California rivers and carries that same spirit of connection and story. It’s a nod to the state’s history and a way for people to carry a piece of California with them as a wedding band or other sentimental jewelry item.
Great, so let’s dive into your journey a bit more. Who taught you the most about work?
The people who taught me the most about work are my parents. Their work ethic and the way they ran their jewelry store together left a lasting impression on me and is a model I continue with my wife and daughter at our family business Bracken Jewelers. Helping in their store since before I was a teenager gave me incredibly early experience working with gems, jewelry, and watches.
Beyond my family, I’ve learned from studying early creations from the world’s most renowned jewelry houses like Tiffany & Co. and Cartier, as well as from the timeless ancient creations. These are my muses, along with the clients I design for — each of them inspiring me to create jewelry that is personal, meaningful and designed to last.
Finally, my formal training at the Gemological Institute of America (GIA) was pivotal. I’m a Graduate Gemologist, and I worked in their gem laboratory, grading diamonds and writing certificates. That education gave me the technical foundation to bring precision, integrity, and expertise to every piece I create.
If you could say one kind thing to your younger self, what would it be?
Trust the moments when opportunity presents itself. I’ve learned that being present, open, aware and following my instincts has been just as important in business as it has been in the creative process. Often, the most transformative experiences have come from saying “yes” to things I initially wanted to say “no” to, rather than reacting to my first impression. Embracing that mindset has changed the way I approach challenges and failures, turning them into opportunities for growth and discovery.
Next, maybe we can discuss some of your foundational philosophies and views? What would your closest friends say really matters to you?
From my daughter – it has been incredible to work alongside my dad for the last few years. He is masterful in his craft and that is not only something I witness firsthand as ideas come to life in our studio, but what his clients new and old express in gratitude over and over again. As a jeweler he cares about creating the right piece for the person in front of him. That means listening well, providing guidance and consult, and then meticulously applying every thing he’s learned over his over five decades in jewelry into the very piece he is making for them.
Okay, so before we go, let’s tackle one more area. Could you give everything your best, even if no one ever praised you for it?
I think that is what I do and have done for many decades. Quality and craftsmanship are at the heart of what I do, right alongside honesty, transparency and creativity. What I make doesn’t last without it, and when you are in the business of creating jewelry to honor people’s most sacred occasions there is really nothing more important.
Contact Info:
- Website: https://brackenjewelers.com/
- Instagram: https://www.instagram.com/brackenjewelers/
- Facebook: https://www.facebook.com/BrackenJewelers/
- Yelp: https://www.yelp.com/biz/bracken-jewelers-santa-monica
