Loi The Jewelry Guy

Loi The Jewelry Guy believes in doing jewelry right. But what does that mean exactly? Our team takes pride in our commitment to authentic, ethical, quality, and unique diamond products with the durability to be passed down from generation to generation.

Before Loi The Jewelry Guy was a brand, he was a person, our founder, Loi Au. Originally from Vietnam, Loi migrated to the United States with his family in 1988 to escape poverty and seek the American Dream. His parents and seven older siblings had to start from scratch with nothing more but each other and the drive to succeed.

He now resides in Ontario CA with his lovely wife Nancy and 3 daughters.

In 2001, Loi was first introduced to the art of jewelry by his brother-in-law and quickly became fascinated by the beauty of diamonds and gemstones. By 2002, he enrolled in the Graduate Gemologist Program at the Gemological Institute of America (GIA) and graduated shortly thereafter.

While working in the jewelry industry, Loi struggled with seeing how much people were spending on low-quality jewelry and vowed to make changes for consumers. He realized that the biggest issue was the miseducation of the everyday consumer on the jewelry market by manipulative sales-people looking to make a quick buck. With this in mind, Loi began educating his everyday clients with the knowledge needed to outsmart even the most savvy salesperson.

For over 10 years, Loi has kept to his promise: to make changes for consumers. However, what was once a person, is now a team. At Loi The Jewelry Guy, we continue the work of educating our clients to help them understand what they are purchasing and match them with quality pieces that fit their budget.