AuctionsJun 18, 2026
Paraíba Tourmalines Sell for $3.4M at Sotheby'sThe recent high jewelry auction, which also featured the sale of a 10-carat blue diamond, was “a celebration of color.”
SurveysAug 29, 2017
50 Jewelers/50 States: New Mexico
You won’t find pushy salespeople at Bella Fine Jewelry and Art, and that’s one of the things that sets it apart from its many local competitors.
You won’t find pushy salespeople at Bella Fine Jewelry and Art, and that’s one of the things that sets it apart from its many local competitors.
Santa Fe, N.M.--In 50 Jewelers/50 States, National Jeweler interviews one retailer in each of the 50 U.S. states to find out how they are meeting the challenges of the changing retail environment.
In Santa Fe, Bella Fine Jewelry and Art specializes in custom design with a Native American, southwestern aesthetic to please its tourist customers.
Owner Chris Garcia and his three partners founded the store in 2010 after working in the jewelry industry for “nearly 30 years,” Garcia said.
The dwindling number of annual tourists to the small art city has proved a challenge for Garcia, but he sets his business apart by foregoing pushy salespeople and embracing a more genuine style of customer service.
Chris Garcia: We’re in a city that’s mostly driven by tourism. In the 1990s, we used to get four million tourists a year. In the 2000s, those numbers went down to just a little over a million, and right now I think we’re currently projected to only get 700,000 tourists through here a year.
NJ: What’s the top-selling category at your store?
CG: It varies from month to month. We do a lot of custom work. Our custom work is probably about 25 to 30 percent (of our total sales). With other items it varies. One month we’re selling a lot of platinum, then it’s yellow gold. We also have a lot of silver, Native American jewelry being that we’re in New Mexico.
A lot of times we’ll just design pieces for customers using their own gems or redoing the pieces they have. We do quite a bit of bridal, but it’s not the majority of our custom work.
NJ: What’s your top-selling brand?
CG: We used to carry branded lines when we first started, but every year our own manufacturing has grown. We probably have about five different artists that we still carry. I think the only brands we have right now are Tissot watches and Chamilia charm bracelets, and then the rest are individual artists.
One of our jewelers who makes, on average, five new pieces a week is actually our top-selling designer. His work is sold under our store brand.
NJ: Describe your customer for me.
CG: My average customer is in their mid-40s through early 60s, mostly women. Probably only 20 to 25 percent are local, and the rest are tourists.
NJ: What’s the most
Editors' Picks
Sponsored by
popular style of engagement ring with your clientele now?
CG: It depends on the couple. If they’re a younger couple, generally white gold and platinum.
Then we also do a lot of custom, kind of local Southwest style rings with turquoise and opal.
NJ: Which social media accounts are important to your business?
CG: Instagram and Facebook. Older clients use Facebook more than our younger clients.
NJ: Does Santa Fe have a little bit of an older demographic?
CG: Yes it does. The tourists who spend money are from an older demographic as well.
NJ: Do you have e-commerce?
CG: No. We did before, and we noticed that a lot of our custom designs that we had originally made were popping up in other places, so our website right now is very basic and generic.
There’s probably a good 25 to 30 other jewelers in town, so we’re keeping our work off our site.
NJ: What’s the best piece of advice you’d offer to other independent jewelry stores?
CG: The thing that keeps our customers coming back time and time again is our service. Whether it’s repairs or just remembering them when they walk in, remembering what they’ve purchased, their anniversaries, birthdays, special occasions.
There are a lot of high-pressure salespeople in town, and we’re not one of those places. We let people come in and take their time, and if there’s an interest we gladly take the pieces out and explain everything to them.
A lot of places in town, as soon as you walk in, they bombard you.
NJ: What’s a fun fact about you we can share with our readers?
CG: Probably my experience. My uncle had a jewelry store here in Santa Fe, and I’ve basically been in the industry since I was about 12.
CG: It depends on the couple. If they’re a younger couple, generally white gold and platinum.
Then we also do a lot of custom, kind of local Southwest style rings with turquoise and opal.
NJ: Which social media accounts are important to your business?
CG: Instagram and Facebook. Older clients use Facebook more than our younger clients.
NJ: Does Santa Fe have a little bit of an older demographic?
CG: Yes it does. The tourists who spend money are from an older demographic as well.
NJ: Do you have e-commerce?
CG: No. We did before, and we noticed that a lot of our custom designs that we had originally made were popping up in other places, so our website right now is very basic and generic.
There’s probably a good 25 to 30 other jewelers in town, so we’re keeping our work off our site.
NJ: What’s the best piece of advice you’d offer to other independent jewelry stores?
CG: The thing that keeps our customers coming back time and time again is our service. Whether it’s repairs or just remembering them when they walk in, remembering what they’ve purchased, their anniversaries, birthdays, special occasions.
There are a lot of high-pressure salespeople in town, and we’re not one of those places. We let people come in and take their time, and if there’s an interest we gladly take the pieces out and explain everything to them.
A lot of places in town, as soon as you walk in, they bombard you.
NJ: What’s a fun fact about you we can share with our readers?
CG: Probably my experience. My uncle had a jewelry store here in Santa Fe, and I’ve basically been in the industry since I was about 12.
More on Surveys
The Latest
CollectionsJun 18, 2026
Michelle Obama Wears Almasika Earrings Symbolizing Feminine PowerShe wore the “Le Cauri Endiamanté” earrings, our Piece of the Week, in the Obamas’ first dual portrait for the Obama Presidential Center.
PodcastsJun 17, 2026
Episode 6: Las Vegas 2026-Trends, Traffic, Broken BathroomsCouture’s Michelle Orman joins Amanda Gizzi and Michelle Graff for this special post-Market Week episode of My Next Question.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
GradingJun 17, 2026
SSEF Issues Warning on Refilled EmeraldsThe lab is seeing emeralds with filler added post-testing enter the market, accompanied by reports that indicate little to no treatment.
Weekly QuizJun 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesJun 17, 2026
Patek Philippe’s ‘Visionary’ Leader Philippe Stern Dies at 88 The third generation of the Stern family to head Patek Philippe, he navigated the “quartz crisis” and preserved the brand’s independence.
MajorsJun 17, 2026
James Avery to Revamp In-Store Retail ExperienceThe Texas-based jeweler is gradually rolling out a new experience-forward layout in its stores.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
MajorsJun 17, 2026
Seahawks’ Super Bowl Ring Blends Meaningful Design, Technical CraftsmanshipThe Super Bowl LX champions were honored with diamond and blue sapphire rings by Jason of Beverly Hills.
Policies & IssuesJun 17, 2026
Community for Ethical Jewelry Names New Executive DirectorMarianna Smirnova previously spent a decade working with the Responsible Minerals Initiative, in addition to other relevant roles.
MajorsJun 16, 2026
5 Things to Know About the 2026 NBA Championship TrophyThe New York Knicks took home the Larry O'Brien Trophy crafted by Tiffany & Co.
TrendsJun 16, 2026
Post-Vegas Jewelry Trend Report: Big Beads, Western Flair, White MetalsAssociate Editor Natalie Francisco lists the trends she spotted during Jewelry Market Week that will dominate the second half of 2026.
SourcingJun 16, 2026
GemGuide Updates Ruby PricesIts app now reflects increased prices for Mozambique ruby, as well as changes to its Burma ruby charts.
MajorsJun 16, 2026
Sasha Primak Hires New Design DirectorThe manufacturer has tapped Alicia Arnold, the former director of custom design at Tiny Jewel Box.
IndependentsJun 15, 2026
DeBoulle Diamond & Jewelry to Renovate Dallas FlagshipThe revamped, elevated space will feature a two-story Patek Philippe atelier and a rooftop patio for parties.
WatchesJun 15, 2026
G-Shock, Coca-Cola Partner on Bottle-Inspired WatchThe special-edition piece marks the 140th anniversary of the iconic beverage brand.
TrendsJun 15, 2026
Amanda’s Style File: Tiny Charms Are TrendingHere are 13 small charms to inspire your layered looks this summer.
AuctionsJun 12, 2026
16th-Century ‘Hogback’ Diamond Ring Going Up for Auction in LondonFound by a metal detectorist, the ring likely belonged to a wealthy, possibly royal, owner, said Noonans.
CollectionsJun 12, 2026
Chouette Designs To Launch Collection Celebrating All Types of LoveOur Pride Month Piece of the Week, the “Margaux” ring, is part of the wife-and-wife team’s new “Lovestoned” collection.
Events & AwardsJun 12, 2026
CBG Announces Plans for Phoenix ShowThe group has named the keynote speaker and announced a new pavilion for its next event, which is slated for September.
EditorsJun 11, 2026
This Was the Best Animal Jewelry in Las Vegas From lions and hippos to snails and fish, Senior Editor Lenore Fedow wrangles her picks for cutest jewelry critters in Las Vegas.
SourcingJun 11, 2026
Grandview Klein, London Jewelers Partner To Cut 63-Carat RoughThe big stone will be fashioned into a 20.26-carat diamond in celebration of the retailer’s 100th anniversary this year.
MajorsJun 11, 2026
Former Cartier Creative Director To Head Chanel’s Jewelry Creation StudioMarie-Laure Cérède will join Chanel as the new director of its jewelry creation studio, starting in October.
Lab-GrownJun 11, 2026
Smiling Rocks’ ‘Wish Jar’ Generates 100+ Wishes in Las Vegas At the JCK show, the lab-grown diamond brand teamed up with Jewelers for Children to support Make-A-Wish India.
SourcingJun 11, 2026
Signet Jewelers Exec Joins Diamonds Do Good BoardIlana McCabe is Signet’s vice president of public relations and brand communications.
AuctionsJun 10, 2026
31.62-Carat ‘Azure Blue’ Diamond Sells For $8M+ at Christie’sIt was a banner day for blue gemstones, with another blue diamond topping $8 million and a 41-carat sapphire going for $2.3 million.
MajorsJun 10, 2026
Saks Global Receives Bankruptcy Court Approval for ReorganizationThe approval means the retailer is on track to exit bankruptcy proceedings this summer.
