Edward Avedis

It always starts with a story...

With an instinct for creating effortless, luxurious pieces that has been fine tuned over six generations of jewelers. “Edward Avedis Fine Jewelry” is the culmination of that lineage, a brand that joins designer Avedis Guerboian’s bespoke artistry with the technical excellence of his father, master jeweler Edward “Eddie” Guerboian. For over forty years, Edward has been passionate about serving the Santa Monica community and beyond, notably within his legendary stewardship of Readers Fine Jewelers.

Once again, at the heart of that cherished artisanal legacy in Santa Monica, the Edward Avedis brand continues to realize the unique visions of its clients, from Hank Azaria to Arnold Schwarzenegger; Bryan Cranston and Laura Dern, by offering a collaborative, personalized experience in its atelier at the storied Fairmont Miramar Hotel and Bungalows.

"I’ve always gravitated towards a kind of warmth with my pieces” says Avedis, who trained under the prestigious tutelage of Tiffany and Co.'s subsidiary Iridesse Pearls in his emerging years. “I see that warmth in part as a matter of material choice,” he says, “and as a standard of relationship building with clients” in his work, which includes not only bespoke pieces, but classic and bridal collections. There’s a shared, intuitive nostalgia, for example, “in the pairing of warm, rose gold with a peachy center stone” for a bridal piece, and a sense of empowerment instilled in a client who knows they can work one-on-one with Avedis to perfect their vision for romantic and commemorative pieces, from an engagement ring to a brooch, they become embed into a family heritage. “The occasions and reasoning may change,” he says, “but if there is a constant in our atelier, it’s that you can always expect us to highlight and elevate the natural elegance of the materials. It’s all about the ease of everyday luxury".

In that vein, he believes in incorporating precious materials not only for their aesthetic, but for their strength and individuality. It’s a conviction the designer inherited from generations past, and when combined with his own nuanced background in the Fine Arts, has pushed the brand to the forefront of bespoke American jewelry design.

About Edward “Eddie” Guerboian

But ask Edward about the projects that have stood out for him over years and, once again, you won’t be given a story about precious gems, but precious people; commissions from locals seeking trustworthy hands for fire-damaged heirlooms, or the right guidance in picking an engagement ring; commemorative bespoke pieces for men and women, or the simple tinkering of a link. No venture is too small, no detail overlooked.

“All of these things are all part of telling someone’s story,” he says, “That is my joy. That is my wealth, and success in life: my clients’ happiness. My family’s happiness". Today, the Guerboianfamily embodies six generations of jewelry artisans that can be traced to Edward’s own upbringing in Egypt and Lebanon. “The city especially was so alive, so creative,” he says about the latter’s influenceon his work, reminiscing on afternoons spent learning the craft from his own father before ultimately moving to Santa Monica in the 1960s.

Edward is now one of a waning few who can work from hand-crafted wax models, harkening back to the era when jewelry making required true artistry. “I’ve had a different way of coming up than most,” he says, “I am a self-made man. But that’s why I feel I can take on any challenge”. Now, a fresh chapter unfolds with the launch of Edward Avedis Fine Jewelry as Edward joins his son, Avedis, to whom the torch of fine jewelry savoir-fairewas passed years ago within Readers Fine Jewelers. Itself a place of local legend, Readers thrived under Edward’s ownership in Santa Monica over 40 years, and provided the perfect environment for Avedis to hone his father’s craft.

Once again, the duo is coming together to bring clients the same unforgettable experience at their boutique atelier in the historic Fairmont Miramar, with Edward providing consultation and restoration services for fine vintage jewelry, and his signature expertise in the trading and restoration of fine vintage watches. “Avedis is so talented in his own way,” he says of his son’s journey and penchant for bespoke luxury design, “So artistic. I’m really proud, and lucky, to work with someone who has the same passion and humor, the same sense of people".

Like father, like son.