Cardenas Brothers Q & A

We sat down CBC founding brothers, Gerardo and Jesus Cárdenas, to learn more about how they became the finest jewelers in El Paso.

Where did you grow up? How long have you lived in the area? Tell us about your family.
We grew up in a family that has made their living in one aspect or another in the jewelry industry and retail operations. As third generation jewelers in the family, we have more than 30 years experience in the industry, but are the first ones to actually open our own store and manufacturing facility.

Tell us about the events that led up to where you are now.
Our careers began with a local jeweler in El Paso, TX, and after that store closed in 1998, we continued to make our creations in Gerardo’s garage. In 1999, we took the entrepreneurial leap and opened our first small store in the Placita Santa Fe Shopping Center, in El Paso’s Upper Valley. After four years, we needed larger quarters, and in 2002 we moved just a few blocks to the strip shopping center at 8018 N. Mesa.

A decade later, our operation grew again and it was time to relocate once more. The ambiance of our newest store, at 6600 N. Mesa, with about twice the space, does justice to the array of watches, diamond jewelry, manufacturing and custom-made and designer creations that have become our trademark. Before the move, we were doing our jewelry casting in Gerardo’s garage. Now he has his own work space in the rear of the store.


The Cardenas Brothers with Gregory Kligman

We understand the jewelry industry is evolving and we have embraced the changes by implementing the latest technology, such as a laser welding machine with a high resolution camera for precision and accuracy, microscopes with LED lighting, 3D printers, and casting and ultrasonic machines. We are proud to say we are the only jewelry store and manufacturing facility with all of this amazing technology! We also have on site, our certified gemologist, professional appraiser, very knowledgeable sales team, and our newest addition - Gregory Kligman, former owner of Sheldon Jewelry!

What is your business?
Our business is to satisfy and bring to life our customers’ dream jewelry creations. From modest to intricate designs, we create ALL  custom-designed jewelry in-house in about one to two weeks. We also specialize in jewelry and watch repair. Most repairs are completed in-house within one to three days, depending on the repair, using the latest technology to deliver a ‘brand new, never-been-worn' look once the customer picks up their jewelry pieces and creations.

What is unique about your business (what sets you apart from the rest)?
Unlike other jewelry stores, we are a store AND manufacturing facility. Buying jewelry and reselling is a thing of the past. We recognize that customers like to be involved in the process of truly designing their new and unique pieces of jewelry without waiting weeks and weeks; some stores can take up to 14 weeks! We are able to meet that need by creating all custom-made designs, jewelry and watch repairs in-house under one roof! We specialize in diamonds, and we offer an amazing diamond program that brings multiple benefits to our customers including conflict-free diamonds, complementary loss protection, individually selected and graded diamonds, and a phenomenal trade-up program. We bring a professional, friendly and high-quality service and experience to our customers without the excessive retail prices. Additionally, we are known for preserving family heirloom jewelry pieces by turning customers’ own gold, diamonds and gemstones into spectacularnew creations to last many more decades!

Also, we are family-owned and operated, and we are dedicated to serving our customers with the utmost professionalism and honesty by educating them on their designs, repairs, and diamond and jewelry purchases. We want every person who walks into our store to feel comfortable and not overwhelmed with precious jewelry purchases and designs. We accomplish all of this in a very welcoming and friendly environment. In fact, we will make you feel right at home and like family!

Given your business expertise and the nature of what you do, what advice can you offer to shoppers?
We always tell our loyal and potential new customers never to settle, and always include us in their ‘shopping’ process. Customers are always pleasantly surprised by the fast turnaround time on our services, our prices, and the excellent quality of everything we do!

What else should we know about you, your family, or your business?
Everyone is welcome to come to our store and manufacturing facility to take a tour and experience the magic that happens behind the scenes Also, we are on Facebook, Instagram and YouTube where you can follow our journey and see pictures and videos on a daily basis!

We look forward to seeing you and serving you!