Our Story

Sound judgment, creativity, and mutual trust, are the main building blocks of Valla Jewelry, a boutique jewelry shop, which has reached many milestones since its initial launch in 1960s. Driven by high ethical standards and unique business acumen, David was quick in gaining jewelry enthusiast’s attention from those early days. Decades later, after many years of success and unforgettable experiences in his home town of Tehran, in spring 2000 Valla Jewelry moved its operation from Tehran to sunny Los Angeles, California.

But since age and new environment proved to be insignificant for a businessman of David’s caliber, at an age most people choose to enjoy retirement, he started everything fresh and was quick to make a name for himself in downtown LA.

Among his peers, Mr. Sedgh, is known for his trustworthiness and pioneering vision. He is believed to be the first Iranian who started a home-shopping program on a Farsi broadcasting network, making Valla Jewelry a global brand and the oldest Iranian home-shopping business in the world with clients from all five continents.

As Mr. Sedgh puts it, “we are not here just to do business, we are here to make new friends. Throughout the years, we have established great relationships with Iranians and people of other origins from across the world and we are privileged to call some of our clients our close friends.”

We hope you are the next one to become part of our big, global family.

David Sedgh,
Founder & CEO.