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PrintMary Kelley & Diane Allen, Co-Owners
23rd Street Jewelers
2319 Wilshire Blvd in Santa Monica, 1009 Manhattan Ave. in Manhattan Beach | 310-374-9923 (MB)
310-828-0833 (SM) | 23rdstreetjewelers.com
23rd Street Jewelers has been selling fine jewelry featuring custom-designed gold, platinum and diamonds for the past 30 years. Established in Santa Monica in 1981, sisters Mary Kelley and Diane Allen opened their Manhattan Beach location in 2003. This November they plan to hold a major event for their clients to celebrate 30 fantastic years. Their specialty is designing handmade and precious pieces, many of which are one of a kind. Diane has been a jewelry designer since her early 20s, and Mary attended the Gemological Institute of America, graduating in 1979. Both sisters not only know jewelry, they love it! “We are the consummate jewelry lovers ourselves,” says Mary.
Who is your target client?
Mary: “The first-time younger couple who is engagement ring shopping, and the 30- to 70-year old who is growing their personal jewelry wardrobe. This often includes redesigning one’s family heirlooms”.
Was there a defining moment in your career that guided you to where you are now?
Diane: “I could not sell anything out of a jewelry showcase without wanting to customize it for each client. My inner voice said, ‘This is it, this is what I want to do.’ Now I have been doing this for over 30 years!”
How do you give back to your community?
Mary: “We are very proud of our involvement in fundraising for all of the local schools. Children’s education has always been our main focus. I am proud to say we have been the lead jewelry sponsor for the past 10 years at the Manhattan Beach Education Foundations annual Wine Auction. This year in 2011 we were a donor to the Palos Verdes Education Foundation’s The Main Event held at Terranea Resort.”
Where do you see your business going in the next 30 years?
Mary: (laughing) “Who knows, both Diane and I have wonderful daughters. Hopefully they will be the owner-designers for the next generations.”
What do you like to do for fun when you’re not at work?
Diane: “We are both avid tennis players, still playing competitively. I play at Riviera in the Palisades, and Mary for Manhattan Country Club. Our parents were in the tennis business in Encino in the 1960s!”
