Buying the right piece or pieces of jewelry may seem a little intimidating at times.

Knowing what to buy, how much to spend, and who to buy it from can overwhelm some consumers.

That is where La Mesa’s You Jewelers & Boutique comes in.

La Mesa Courier caught up recently with owner Jonathan Flint for an email Q&A.

LMC: Your title with the company, year the business started, location, phone number, website, and social media connections.

Flint: I’m Jonathan Flint, owner of You Jewelers & Boutique. We’ve been serving the La Mesa community since 2016, specializing in jewelry and watch repair, custom design, estate jewelry buying, and insurance appraisals. We’re passionate about vintage jewelry and helping customers find pieces that truly mean something to them.

Location: 6193 Lake Murray Blvd. Suite E, La Mesa, CA. 91942 

 Phone: (619) 303-2172 

Website: youjewelers.com  

Facebook: https://facebook.com/Ujewelers

Instagram: https://instagram.com/you_jewelers_boutique/

LMC: What sets your business apart from other jewelers in San Diego?

Flint: I think what really sets us apart is that we take the intimidation out of what a jewelry store usually is. Some jewelers make customers feel like they’re just dollar signs. We don’t believe that at all. Whether you’re bringing in a Timex or a Rolex, a 10-carat diamond or a cubic zirconia, we treat you the same. It’s not about the price tag; it’s about helping people with something important to them.

We’ve built our reputation on trust, and I’ve spent years learning everything I can about this industry. I studied at the Gemological Institute of America and am a Certified Senior Member with the National Association of Jewelry Appraisers. We take a very hands-on approach to educating our customers. We don’t just sell jewelry; we help people understand it.

Our dedication has earned us recognition on KUSI News and the title of Best of La Mesa, winning both Silver and Gold in the La Mesa Courier three out of the last four years since moving to our retail location in 2021.

Also, I was born in San Diego, grew up in La Mesa, went to Grossmont High School, and attended Grossmont College. This isn’t just where I work, it’s my hometown. I care deeply about how you feel when you’re here with us, and since I’m so connected to my community, you can trust that we’ll always go above and beyond.

LMC: What are some of the trends you’ve noticed in the jewelry industry in recent years, and what can we expect to see in the industry moving forward?

Flint: One of the biggest shifts has been towards personalized jewelry. Patrons aren’t just buying something pretty; they want something that tells a story. Whether it’s engraving, birthstones, or custom designs, people want pieces that feel unique to them. 

We’re seeing a very strong & continued love for custom and heirloom redesigns. Clients want to repurpose family pieces into something modern yet meaningful.

Another thing we’re seeing is a renewed interest in estate and vintage jewelry. Customers are drawn to the character and craftsmanship of older pieces, and they love the idea of wearing something with history. Plus, it’s sustainable, reusing and repurposing existing jewelry instead of buying new.

Looking ahead, I see individuals choosing jewelry that tells a story, along with pieces that have personal meaning. Made to last, to be passed down for generations.

LMC: For someone looking to buy a piece of jewelry, what are some things you would advise them before purchasing?

Flint: Jewelry is an important purchase, but it’s also deeply personal. So, I always tell people to take their time and make sure that they really love what they’re buying.

• Whether it’s an engagement ring or a gold chain, knowing a little about metals, stones, and craftsmanship helps you make a smart decision.
• If someone is pushing a sale instead of educating you, walk away. A good jeweler will answer your questions and guide you to what’s best for you, not just what’s most expensive.
• Styles change, but classic, well-made pieces hold their value and never go out of style.

For engagement rings especially, we see a lot of customers come in feeling overwhelmed, and that’s one of my favorite things to help with. We walk them through the process, break things down in simple terms, and help them find the perfect ring.

LMC: What are some of the positive things you get from running a jewelry business?

Flint: For me, it’s the connections with people. Jewelry is always tied to a special moment; a proposal, an anniversary, or just because… Being a part of that feels amazing.

One moment that has always stuck with me was when a man came to us after losing his wife of nearly 50 years. He wanted to create something deeply meaningful, a custom ring using the diamonds from her jewelry to commemorate their eternal love.

We worked closely with him to design the perfect ring, making sure every detail honored their love story. When it was finally ready, I hand-delivered it to his home in La Mesa. The moment he saw it, he broke down in tears, saying it was the most beautiful thing he had ever seen.

Moments like that are why I do what I do because jewelry isn’t just metal and stones; it holds stories, memories, and love that lasts beyond a lifetime.

I also love that I grew up here, and now I get to run a business that’s become a part of the community. Seeing familiar faces come back, hearing people say they were recommended by a friend or found us because of our stellar reviews. It’s the best feeling in the world.

Need a repair, a custom piece, or just honest advice? We’re here to help Tuesday through Saturday from 10 a.m. to 6 p.m., no pressure!

Editor’s note: If you have a La Mesa Courier area small business you think might make for an interesting story, email: [email protected] for consideration.

(Courtesy images)