Joyería Morelos was born from the effort, passion, and dedication of a Latino family with roots in the state of Morelos, Mexico. Founded in 2001 by Germán González Román and his wife Consuelo Torres, our jewelry store opened its doors at Valley Fair Mall in Utah with the dream of offering the Hispanic community authentic, high-quality jewelry that’s accessible to everyone.
With nearly 25 years of experience, we’re proud to say we’ve grown alongside our customers. We started with just a few chains and rings, and today we offer a wide variety of 14-karat gold and Italian silver jewelry: engagement rings, bracelets, rosaries, medals, centenarios, earrings, watches, and pieces featuring diamonds, emeralds, rubies, and more. We also offer personalized engravings and on-the-spot repairs for jewelry and watches.
Our commitment is to provide honest service, quality products, and accessible options for every taste and budget. We offer layaway plans and several financing options through companies like Snap, Progressive, Synchrony, Acima, and soon, Affirm.
Currently, we operate in two locations: Valley Fair Mall and Newgate Mall, and we continue to grow with the vision of reaching more Latino families across Utah.
At Joyería Morelos, we don’t just sell jewelry—we share stories, celebrate moments, and build trust with every customer who walks through our doors.
At Joyería Morelos, we work with dedication to offer our community a wide variety of high-quality gold and silver jewelry at affordable prices and with flexible financing options. Our mission is to meet the unique tastes and needs of each customer by providing personalized service, authentic products, and reliable support—helping them celebrate life’s most meaningful moments with a piece that truly represents them.
Our vision is to become the most trusted Latino jewelry store in the state of Utah by expanding our locations and reaching more Hispanic families. We aspire to keep growing while staying true to our roots and our commitment to quality, excellent service, and a personal connection with everyone who walks into our stores. By the year 2035, we envision having at least four locations operating with the same passion that inspired our beginning.
At Joyería Morelos, we work with dedication to offer our community a wide variety of high-quality gold and silver jewelry at affordable prices and with flexible financing options. Our mission is to meet the unique tastes and needs of each customer by providing personalized service, authentic products, and reliable support—helping them celebrate life’s most meaningful moments with a piece that truly represents them.
Our vision is to become the most trusted Latino jewelry store in the state of Utah by expanding our locations and reaching more Hispanic families. We aspire to keep growing while staying true to our roots and our commitment to quality, excellent service, and a personal connection with everyone who walks into our stores. By the year 2035, we envision having at least four locations operating with the same passion that inspired our beginning.
Joyería Morelos was born from the effort, vision, and determination of a Latino family. My name is Germán González Román, and together with my wife, Consuelo Torres, we began this dream in 2001—just one year after arriving in the state of Utah from our beloved home state of Morelos, Mexico.
In the beginning, everything was a challenge. We started selling jewelry as a hobby in California, mainly to friends and neighbors. Little by little, we learned about the business and discovered what our customers were really looking for. When we moved to Utah, we decided to take a leap of faith and open our first location at a local swap meet. After six months of hard work, we established ourselves at Valley Fair Mall, where we’ve proudly remained for nearly 25 years.
Over the years, we’ve grown thanks to the trust of our community. We began with just a few chains and rings, and through hard work and reinvesting everything we earned, we gradually expanded our inventory. Today, we offer a wide selection of 14K gold jewelry, Italian silver, diamonds, and watches from renowned brands. In 2023, we opened a second store at Newgate Mall—this time with more experience and a clearer understanding of what our customers need.
From day one, our commitment has been to provide authentic, affordable products with honest and personal service. Joyería Morelos is more than just a store—it’s a story of perseverance, love for our roots, and a deep passion for serving our community.
Joyería Morelos was born from the effort, passion, and dedication of a Latino family with roots in the state of Morelos, Mexico. Founded in 2001 by Germán González Román and his wife Consuelo Torres, our jewelry store opened its doors at Valley Fair Mall in Utah with the dream of offering the Hispanic community authentic, high-quality jewelry that’s accessible to everyone.
I really think that American gentlemen are the best after all, because kissing your hand may make you feel very good, but a diamond and a sapphire bracelet lasts forever
I really think that American gentlemen are the best after all, because kissing your hand may make you feel very good, but a diamond and a sapphire bracelet lasts forever
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It’s good to start early when buying jewelry pieces. Aside from being investments, they are classic, they are timeless, and they are something that you pass on – it’s a memory, it’s an heirloom