1320 Pacific Avenue, Santa Cruz, CA, 95060

Monday-Saturday 10:00am-5:30pm

Sunday Closed

(831) 423-4100
Payment Method
Cash, Check, Credit Card, Other

When only the finest will do.

Dell Williams Jewelers is a high end jewelry store, and an official retailer of Rolex watches. We offer an extensive selection of classic to contemporary jewelry, timepieces, and giftware. Our showroom features prestigious designer collections. We also specialize in jewelry and watch repair.

Featuring designer lines such as Roberto Coin, Memoire, Ritani, Jean-Francois Albert, Kurt Wayne, Alex Sepkus, Spark Creations, and an array of brilliant collections of diamonds, colored gemstones, pearls and more. As well as Raymond Weil and other fine Swiss timepieces. Lalique, Waterford, Kosta Boda and Orrefors crystal along with sterling silver and pewter giftware from Nambe, Salisbury, Reed and Barton and Royal Selangor.

Dell Williams first opened his store on Pacific Avenue across from the Del Mar Theatre in 1927. After World War II, his sons Thomas and Stanley started working at the store. Dell passed away in 1948, and his wife Florence took over management. The business moved to a new building that the family built in 1955 after the flooding of the downtown that year, and they have been the same location ever since.

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