Events & AwardsJan 09, 2025
Here Is the 2025 AGTA GemFair Tucson Educational LineupThe seminar series covers topics from market trends and colored stone terminology to working with museums and growing an Instagram profile.
IndependentsJan 29, 2021
C. Aaron Peñaloza Jewelers to Close
Husband-and-wife team Aaron and Mary Peñaloza opened their store in San Antonio, Texas in 1990.
C. Aaron Peñaloza Jewelers was named one of the best jewelers in San Antonio in 2020, but owners Aaron and Mary Peñaloza have opted to close their business after three decades. The store’s closing sale starts today.
San Antonio, Texas—Texas independent C. Aaron Peñaloza Jewelers is closing its doors, marking the end of an era for a family with a long history in the business.
The Peñaloza family has been in the jewelry industry for more than 100 years.
Rafael Peñaloza, who emigrated from Mexico to the United States in 1920, was a master watchmaker and head of the watch repair department at Hertzberg’s Jewelry Co. in downtown San Antonio, Texas.
His son, Charlie Peñaloza, opened the family business, Peñaloza and Sons Inc., in 1968. His son, Aaron Peñaloza, worked there for 17 years.
The store later moved two miles away to its current location in The Shops at Lincoln Heights in San Antonio.
Known for its wide array of diamonds and gemstones, the store was named one of the best jewelers in town by San Antonio’s Current magazine in 2020.
Aaron attributed the store’s success to establishing close, long-lasting relationships with customers.
“Our success is directly related to how well we respond to our customers, and this sets us apart from the big-box retailers,” he said in a press release about the store’s closing.
“It’s the personal service we offer that is appreciated.”
Looking back on their careers, Aaron and Mary expressed gratitude to the community and their longtime customers.
“Many of our customers have become close friends,” said Aaron. “We’ll miss our day-to-day interactions with them at the store, but we still want to serve our community.”
The two volunteer and donate to various charitable organizations, including St. Luke’s Episcopal Church, Alamo Heights Independent School District, the Junior League of San Antonio, and the San Antonio Symphony.
The store is holding a going-out-of-business sale starting today (Friday, Jan. 29).
Customers are asked to wear face masks and practice social distancing while in the store. Hand sanitizer, gloves and alcohol wipes are available.
Editors' Picks
Sponsored by
More on Independents
The Latest
SourcingJan 09, 2025
Reena Ahluwalia Unveils New Works in ‘Diamond Trails’ AnthologyThe artist collaborated with industry creatives on the project, which features five fictional stories and five corresponding paintings.
CollectionsJan 09, 2025
Karma El Khalil’s New Collection is an Ode to the MoonThe “Moonlight Rhapsody” collection is overflowing with gemstones, from raw opal to morganite and spessartite.
Brought to you by
A Diamond Is Forever Celebrates "Forever Present" Holiday CampaignA Diamond is Forever hosted a holiday celebration in honor of their new marketing campaign, ‘Forever Present.’
CrimeJan 09, 2025
US Customs Seizes Counterfeit Tiffany & Co. JewelsOfficers in Champlain, New York valued the jewels, if genuine, at nearly $30,000.
Weekly QuizJan 09, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesJan 08, 2025
Oris Debuts Hot Pink Miss Piggy WatchMiss Piggy shared her thoughts on being fabulous, the importance of accessories, and how to be your own cheerleader.
Lab-GrownJan 08, 2025
Effy Introduces Brand Dedicated to Lab-Grown Diamonds“Promise by Effy” includes fashion jewelry and engagement rings.
Brought to you by
De Beers Group Launches Holiday Campaign for Natural Diamonds‘Forever Present’ campaign revives the iconic A Diamond is Forever tagline and celebrates the diamond dream.
TrendsJan 08, 2025
Zendaya’s Engagement Ring Combines Vintage and Modern ElementsZendaya’s ring, featuring an east-west set elongated cushion-cut diamond, is said to be from British designer Jessica McCormack.
ColumnistsJan 07, 2025
The Smart Lab: The Hottest Digital Marketing Trends For 2025Micro-influencers, customer reviews, and shoppable videos are going to be key to getting customers’ attention, Emmanuel Raheb writes.
TrendsJan 07, 2025
Amanda’s Style File: January Is for GarnetGarnet is comprised of a group of minerals, giving those with a birthday in January options when it comes to their birthstone.
IndependentsJan 07, 2025
Edge Retail Academy Names 2024 ‘Wag’ Award Winner The annual award, created in memory of business coach William “Wag” Wagner, went to a retailer in Fairfax, Virginia.
MajorsJan 07, 2025
Jewelers for Children Promotes Round-Up Fundraising ProgramRetailers and vendors can ask customers to make a donation by rounding up to the next dollar at checkout.
SourcingJan 07, 2025
Columbia Gem House To Debut Lightning Ridge Opal CollectionThe wholesaler is partnering with Australian brand Cheal Opal on a new offering of calibrated stones.
EditorsJan 06, 2025
White Hot: 8 Glamorous Jewelry Looks From the Golden GlobesFrom Zendaya to Selena Gomez and Zoe Saldaña, many stars at the 82nd Golden Globes were wearing white gold or platinum jewelry.
CrimeJan 06, 2025
FBI Adds 2 Suspected Jewelry Thieves to Its Wanted ListDescribed by JSA as being “habitual offenders,” Vasile Sava and Onita Rostas have federal warrants out for their arrest in Kansas.
MajorsJan 06, 2025
PDPaola Opens First U.S. StoreThe Barcelona-based brand’s flagship boutique is located in New York City’s West Village neighborhood.
IndependentsJan 06, 2025
Facets of Fire Debuts New Jewelry DisplaysA solar-powered loose diamond holder rotates the stones to show off how they catch the light.
IndependentsJan 03, 2025
Kelly Newton, Shipley Award Winner and Devoted Family Man, Dies at 74Newton owned and operated Newton’s Jewelers in Fort Smith, Arkansas, and is remembered for being positive, honest, and loving.
Events & AwardsJan 03, 2025
12 Works by Glenn Lehrer, Paula Crevoshay on Display at Lapidary Museum“Synergy & Symbiosis” is open now through late April at the Lizzadro Museum of Lapidary Art in Oak Brook, Illinois.
CollectionsJan 03, 2025
Piece of the Week: Renna’s ‘Butterfly Caspian’ NecklaceBegin 2025 with a butterfly intaglio symbolizing change and transformation.
CrimeJan 02, 2025
Rolex Sale That Went South Led to Murder of Florida Jeweler, Report SaysJeweler Anthony D’Amore was found dead inside his office Dec. 23, marking the fourth jeweler killed on the job in 2024, according to JSA.
WatchesJan 02, 2025
Ben Bridge Opens Tudor Boutique in HonoluluThe opening marks Tudor’s first location in Hawaii.
SourcingJan 02, 2025
Gemfields Resumes Ruby Mining in MozambiqueThe miner temporarily halted operations on Dec. 24 following an invasion at the mine.
TrendsJan 02, 2025
Amanda’s Style File: New Year, New Jewels Set the tone for 2025 and commemorate the year gone by with glamorous jewelry fit for celebration.
IndependentsDec 30, 2024
In Memoriam: Jewelry Industry Leaders and Innovators We Lost in 2024From groundbreaking designers to dedicated retailers, National Jeweler pays tribute to the colleagues we bid farewell to this year.
MajorsDec 30, 2024
Saks Global Finalizes Acquisition of Neiman MarcusThe retailer’s portfolio now includes Neiman Marcus, Bergdorf Goodman, Saks Fifth Avenue, and Saks Off 5th.
