Meet the Cardenas Family

CBC Fine Jewelers is a family-owned and operated jewelry business in El Paso. The founding partners—the Cardenas brothers—are the second generation of a family of jewelers, bringing more than 50 years of combined experience to their customers. Now, their children are joining the business to continue a tradition of excellence in custom jewelry design and innovation.

About the Cardenas Brothers
CBC Fine Jewelers has unmatched expertise in fine jewelry. In addition to learning the trade from their father, both Jesus and Gerardo Cardenas possess impressive credentials.

Jesus Cardenas is a certified GIA Diamonds Graduate, and Gerardo is a master jeweler. Jesus puts his expertise to work with the customer, providing diamond education to prospective buyers to ensure they get the best value and the highest quality. Gerardo focuses his energy on jewelry design, but can also work with a piece from start to finish. His expertise is evident in the flawless beauty of every custom-designed piece created at CBC Fine Jewelers.

How the Business Started
Jesus and Gerardo Cardenas learned jewelry design, repair, and manufacture from their father. Both Cardenas brothers originally brought their skills to El Paso’s Silverman Jewelers. However, after the company closed its doors, the Cardenas brothers decided to go into business for themselves.

Most of CBC Fine Jewelers’ work in the early days was contract jewelry repair. However, in 1998, they were finally able to move out of Gerardo’s garage and truly bring Cardenas Brothers Creations (CBC) to life, opening a small store in the Placita Santa Fe Shopping Center.

Growing popularity, and a growing staff, have necessitated two moves to acquire more space. Today, CBC Fine Jewelers showcases its selection of fine jewelry, as well as Custom Design Technology and expert repairs at its location on North Mesa.

Continuing a Tradition of Excellence
The craftsmanship and dedication to quality is being passed on to the third generation of the Cardenas family. The addition of Jesus’ and Gerardo's children to the business ensure that CBC Fine Jewelers will continue to provide the El Paso community with the highest quality jewelry, outstanding customer service, and the best value for their money.