Herbert Adelbert (“Dell”) Williams opened Dell Williams Jewelers in 1927 across from the Del Mar Theatre in Santa Cruz. Mr. Williams had experience as a watchmaker and also maintained the Town Clock. His two sons, Thomas and Stanley, served in World War II and then returned home to the family business. When Dell passed away in 1948, his wife Florence took over the store with her sons’  help – Stan in sales, and Tom in repair.

Dell Williams has stood the test of time, enduring the Depression, the flood of 1955, the earthquake of 1989, and the ups and downs of the economy. Now in its third location on Pacific Avenue, third- and fourth-generation Williams family members carry on the Dell Williams Jewelers tradition. They are proud of their commitment to providing the Santa Cruz community and beyond with the very finest jewelry and unparalleled customer service.

Service

Watch & Jewelry Repair Service Center

Our complete service department specializes in jewelry repair, restoration, remounting, custom jewelry design as well as watch repair.

Partial Service List:

Jewelry Care & Maintenance

We recommend you bring in your jewelry for cleaning and inspection every six months. Our jeweler will examine your piece(s) to help prevent any possible damage to or loss of your gemstone(s). Our basic cleaning and inspection service is complimentary.

Appraisals

Dell Williams offers appraisals on fine jewelry and most timepieces. Appraisals are done by appointment. Each appraisal takes time to be completed.

Engraving

We will happily engrave your purchase* for an additional fee. Pricing starts at $20 and turnaround time varies. Call for more details.