Brothers Paul and Phillip Penaloza have served many customers since joining the jewelry business their late father Charles started in 1958.“It makes you feel a little old when you're selling something to a grandchild when you sold the original wedding set to the grandparents,” laughed Paul Penaloza, who joined the family in 1981. “But it makes you feel good inside - those long-standing relationships we have established through the years.”
Shoppers looking for bargains on quality jewelry can expect to find great deals on unique jewelry with prices up to 70 percent off.
Penaloza added: “We use the highest quality goods. Whether diamonds or colored stones, there's nothing commercial here. Our jewelry is unique. We have a range of selections and there is something for everyone here in a range of prices.”
Most of what the store sells are pieces are 18-karat or platinum, as well as a large selection of gemstones. “All of those are mounted and set up in some really gorgeous, colored stone pieces,” said Certified Gemologist Paul Penaloza.
Brothers Paul and Phillip Penaloza took over the business after the death of their father - the son of a Mexican immigrant from Yucatan - in 2002. Phillip became the company’s chief designer, and Paul’s wife Alice sells and appraises jewelry while Phillip’s son Charles Michael Penaloza works as a bench jeweler.
“I’m looking forward to spending more time with my friends and being with my family and grandchildren,” said Alice Penaloza, a graduate gemologist. “Paul and I have worked together and built a very strong business, and it’s been a pleasure making that happen. It’s just felt like this was the right time to close this chapter in our lives.”
Phillip Penaloza, who is also retiring from the jewelry business, has fond memories of the store’s customers and the jewelry he has designed jewelry for them, including some whose names you might recognize. “I remember when Debbie Reynolds visited the store,” said Phillip Penaloza. “She performed at the Majestic Theater and purchased a diamond bracelet she said was for her daughter Carrie Fisher.” In addition to Debbie Reynolds, the Penalozas have made pieces for Carol Burnett, a San Antonio native, and Bob Hope.
The Penalozas have supported the local symphony, the town’s public television station, and a local nonprofit that helps those with developmental disabilities as well as numerous other charities.
“People that will visit and ask for a donation instead of a robocall, I try to find some piece of jewelry we can donate to them, particularly if they’re in our local area and it’s people we recognize,” Paul Penaloza said.
Photos courtesy Penaloza and Sons; L to R: Paul, Alice, Phillip and Charles Michael Penaloza
