73655 El Paseo, Ste. F
east of The Gardens on El Paseo
Palm Desert, CA 92260
DeLuca Jewelers — Since 1947
In March 1943, G.I. from West Virginia met a California girl at the Hollywood Palladium. You know them (Joe & Ann DeLuca) from their store on beautiful El Paseo: DeLuca Jewelers.
The Coachella Valley has had many legends who lived, worked, performed and played here. Joe DeLuca is “the Legend” in the jewelry business.
In 1947, when DeLuca Jewelers opened on Crenshaw Boulevard in Los Angeles, other jewelry stores and department stores, lacked instore repair and redesign departments. DeLuca Jewelers was the first to offer in-store repairs of fine jewelry and watches, in-store design of fine jewels, redesign of old gems, and gemological appraisals.
Joe’s factory and showroom were located near Los Angeles International Airport from 1970 through 1986. Many travelers from the world over met DeLuca through the recommendation of pilots and flight attendants who found DeLuca Jewelers could take care of all their jewelry needs. Many of DeLuca’s clients from those early years now come to the Coachella Valley to see Joe and his fine staff for their jewelry needs.
Suppliers of fine gems from around the world know that DeLuca Jewelers buys the best diamonds and precious jewels for their inventory of fine jewels. Estate jewelry collectors also know DeLuca for its extensive collection of estate and pre-owned fine watches and jewelry.
Early customers tell stories of visiting DeLuca on Crenshaw or his Westchester (near LAX), Sherman Oaks, Del Amo, or Century City stores, learning that they could wait while their jewels were repaired or cleaned.
One of Joe’s favorite stories is from Nicola Infantino. Nicola inherited his father’s diamond ring and needed to have it sized to fit. He was told by other jewelers that he had to wait days or even weeks to have it sized. He couldn’t leave his dad’s precious ring with just anyone. He heard that if he went to DeLuca Jewelers he could wait and watch while his ring was sized to fit. Nick, like so many of DeLuca’s early customers, became one of Joe’s best friends — “cumbare” as they say in Italy.
The year 1962 brings to mind a great memory for Joe: when he received a call from Las Vegas. Frank Sinatra was looking for the “lucky horn” — known as “cornichia” in Italy. When frank found that DeLuca could make the “lucky horn” in any size, he had his pilot fly from Vegas to Los Angeles to pick up the cornichia, a gift he needed for the baptism of his new godchild.
Many wonderful charity organizations and their volunteers in the Coachella Valley know of Joe DeLuca’s generosity. Never forgetting his humble beginning in the coal mining area of West Virginia, Joe feels it’s his responsibility and that of local businesses to give back to the community.
Joe is still doing the work he loves: designing, selecting fine products from around the world, and repairing beautiful jewels for generations of his many satisfied clients. Don’t miss the opportunity to meet Joe — “the legend.” His experience over the years and his knowledge of selecting fine gems and the best craftsmanship guarantee that you will receive the best in service and quality at DeLuca Jewelers.
Ann is working on a book so generations to come will know “the legend,” Joe DeLuca, the son of Italian immigrants, and be encouraged to follow their dreams, and yes they’re still dancing.
Shopping District: El Paseo
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