The Only Thing More Beautiful Than the Bling at St. Vincent Jewelry? Their “Gems of LA” Campaign, Honoring Women Who Make Our City Shine


Los Angeles is one of the world’s most glamorous cities, so it makes sense that it’s home to America’s largest jewelry collective. Located in a landmark building in Downtown Los Angeles, St. Vincent Jewelry is LA’s premier wholesale marketplace for custom and ready-to-wear bling and home to more than 500 independent jewelry merchants.

St. Vincent’s stellar reputation has made it a popular destination for locals and visitors alike, whether they’re preparing to walk down the aisle, give an unforgettable gift, or treat themselves to something they’ll treasure forever. Customers return to St. Vincent year after year for personalized service and recommendations, and because they want to see and touch the pieces they’re dreaming of—something that’s just not possible online.

Celebrities, including A-list actors, hip-hop artists, pop stars, and professional athletes, trust St. Vincent for their dazzling red-carpet pieces and high-end jewelry. The location has been featured in music videos for everyone from T.I. to Taylor Swift, as well as reality TV shows, and photo shoots.

St. Vincent Jewelry is committed to providing customers the widest selection of diamonds, pearls, gold, silver, precious gems, timepieces, and custom jewelry. And, their new “Gems of LA” campaign highlights the collective’s deep connection to the Los Angeles community. Part of St. Vincent’s Glam for Good initiative, “Gems of LA” honors brilliant women who use their personal strengths to make our city a better place to live.

Instead of professional models, the new campaign features breathtaking jewelry on Los Angeles women at the forefront of social change. St. Vincent has produced a series of videos in which each “Gem” shares her extraordinary accomplishments and how the public can support her work. The stories are captivating, inspiring reminders of the impact one person can have on the world around them.

“For decades, St. Vincent Jewelry has been the go-to destination for savvy shoppers and collectors of fine jewelry. And our community of 500 merchants has also been a driving force behind the newly re-imagined and thriving city center. Our ‘Gems of LA’ campaign turns the lens on the communities we serve, spotlighting women who shine as bright as the jewelry they wear. These local heroes are positively impacting the lives of millions of Angelenos, and we’re honored to partner with each of them on this project,” said Nejdeh Avedian, general manager, St. Vincent Jewelry.

Each month, St. Vincent Jewelry is featuring a different “Gem” on their website. The first honoree, Autumn Breon Williams, once dreamed of becoming a rocket scientist. She not only accomplished that goal, but also founded a STEM-based afterschool program for young people of color in South LA. Additionally, Williams serves as the executive director for the African School for Excellence in South Africa and brings contemporary African art to the Los Angeles art community.

The latest “Gem”, Cindy Montañez, is the CEO of TreePeople, a nonprofit environmental organization based in L.A. that focuses on urban forestry. Montañez and TreePeople are leading the effort to make Los Angeles the healthiest and most climate-resilient city in the world.

Upcoming “Gems of LA” videos feature Arlin Crane of Homeboy Industries, Estelle Reyes of LA Cleantech Incubator, Hazel Lopez of The People Concern, Andy Steinhoff of River LA, Alexandra Merlino of CicLAvia, Clare Fox of the Los Angeles Food Policy Council, and Carol Schatz, President Emeritus, Downtown Center Business Improvement District. Visit each month to see how these radiant change agents are making a difference in our communities for generations to come.

St. Vincent Jewelry is located at 650 South Hill Street, Los Angeles, CA 90014. Open Monday through Saturday from 10am to 5pm.