Joyería Salazar

Salazar Jewelry: Tradition and Innovation in the Service of the Client

Jewelers and Watchmakers since 1931

With nearly 90 years of history, Salazar Jewelry began in 1931 when José Luis Salazar, grandfather of the current owner, opened a store at Juan de Garay 17 at the age of 21.

He sold the jewelry he himself designed and crafted as a Master Jeweler and Watchmaker, and later began to offer internationally prestigious pieces, becoming a leading figure in the jewelry sector in Bizkaia during its industrial golden age.

José Luis’s passion for his craft was passed on from an early age to his son, who became one of the first gemologists specialized in diamonds and precious stones. He took over the business and turned Salazar Jewelry into one of the top retailers in the province, representing some of the most renowned watch and jewelry brands in the world.

In 1988, the third generation joined the business. At just 17 years old, after the passing of his father at age 50, the current owner took the helm.

His training, as José Luis himself says, “began at the age of 2, sitting next to his grandfather at the workbench, watching him work,” and trying his hand at the craft. Despite the responsibility of running a business, he expanded his education in gemology and jewelry, specializing in diamonds and colored stones (ruby, sapphire, and emerald).

Specialization and Exclusivity

Salazar Jewelry has successfully adapted to new trends and committed to specializing in diamonds, Australian pearls, and Swiss watches, carefully selecting each piece and always providing certificates of authenticity.

His deep love for the profession and his annual visits to trade fairs in Basel (Switzerland), Hong Kong, and others, have given him an extensive knowledge of the market and allow him to incorporate the latest trends. He has even secured exclusive distribution agreements with several international brands.

Custom Jewelry

José Luis continues the business model established in 1931: custom design and in-house production.

The process starts by putting himself in the customer’s shoes — here, interaction and understanding play a key role, and he is an expert at both.

He then draws several hand-drawn sketches, which are refined through the client’s feedback. Once the final design is approved, the piece is entirely crafted in his own workshop.