Tony’s Jewelry opened its door for business in 1997. It was founded by Antonio “Tony” De La Torre. What most don’t know is that this business has been in the family tradition for over 50 years. It all started with the establishment of “La Perlita” founded by Tony’s grandfather in Mexico City, Mexico. That is where Tony picked up the craft and started working in the industry alongside his father.

At 16 years old, he took the opportunity to move to San Diego, CA where he continued his craft and worked for a jewelry store. After two years, he was offered a management position requiring him to relocate to the city of Salinas in Northern California. After years of dedication, he acquired his first business store in Old Town Salinas. His main focus at the time was doing repairs for other existing businesses in the Monterey County. Soon after, working alongside his children, sales began to increase; which allowed the business to flourish to where it is now.