A luxury jewelry company based in California Valini jewelry The first Sonoma County location will open later this month in Santa Rosa Plaza.

“We are aiming to be the No. 1 store in the mall,” Kashif Valini, owner of Valini Jewellers, told the Press Democrat.

The brand offers fine diamond and precious metal jewelry—from engagement rings and wedding bands to earring watches—at the lowest possible prices, according to the owners.

“Santa Rosa fits[our demographics]so it makes all the sense in the world to open a store there,” he said. The company is looking for underserved markets for luxury jewelry, Valini added.

Valini and his wife created Valini Jewelers in 1999 while attending Stockton College. After graduation, they expanded the business to 27 locations in California.

Further expansion begins in Texas.

“I am pleased to continue our separation, giving local businesses the opportunity to thrive in a vibrant downtown shopping center,” Santa Rosa Plaza spokeswoman Danielle Nelson said in a statement.

“Entrepreneurs at Santa Rosa Plaza will offer innovative products and unique experiences that complement our national brand, enhancing the overall shopping experience for local residents and visitors to Sonoma County.”

Valliani Jewelers is located on the first floor of the west side of the mall, adjacent to Rocky Mountain Chocolate Factory and Michael Kors.

An opening date for the store has not yet been set, but Valini said it will be before the end of May.

Staff Secretary Sara Edwards can be reached at 707-521-5487 or sara.edwards@pressdemocrat. Com. On Twitter @sedwards380.

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