At Aptos Jewelers, we take pride in our integrity, quality, and value. Our customers come from all walks of life – teachers, produce growers, local and national celebrities, contractors, CEOs – but most importantly, they are our neighbors and friends. 

Over the decades, Aptos Jewelers has had two different locations in the Rancho Del Mar Shopping Center. The store opened in 1972, and in 1984 moved to a larger location followed by an expansion in 1993 to add a jeweler’s studio and workroom.

Bill Hoffman, Aptos Jewelers’ manager of 10 years, and his partner Donald Coldwell, purchased the store when the founder retired in 1996.

Bill’s over 40 years experience in jewelry, and Donald’s expertise in retail giftware, have provided strong backgrounds to guide and grow the business. They look upon each day as an opportunity to help customers celebrate joyous occasions, while meeting or exceeding expectations.