The evolution of Priolo and Co. goes back to 1972, when I  began making jewelry and sold my first ring at the Beach Show in Santa Barbara. A few years later, after I moved to San Francisco and met my wife, Susan, I started a wholesale ring business. In 1990 I began designing under the name Chiara and produced a line of bracelets that we now call ‘The Sofia Collection,’ and pretty quickly carved out a following of people who appreciated the combination of flow and edge in my work.
 
The momentum continued to build and in 1994 Susan and I opened a retail store in downtown Mill Valley, in northern California. We named the store Sofia Mill Valley after our daughter Sophia, whom we affectionately call Sophie.
 
We’ve sold so many bracelets over the years that people began recognizing the style and decided whoever owned one must belong to the “Sofia Club.” Our bracelets have shown up in the strangest places and our customers love to tell us about it! One time a young woman was traveling in Brazil and someone stopped her on the beach, smiled, showed her bracelet, and remarked, “Oh you too are in the Sofia Club!” What are the Odds! This still happens today.
 
Since the mid-90s, we’ve successfully expanded our in-store collection, offering work from other designers we believe in, whose work has a distinct style and the same outstanding quality as our own brand.
 
In 2010 we decided to migrate our business online. We are well known here in the Bay Area for our style and service, and are excited to offer those same qualities to a larger demographic. I am happy to report that my son, Lucas — whose passion and skill for jewelry design have been developing since he was 8—will join us.
 
The name “Priolo and Co.” encompasses our evolution and our years of experience; it brings together my work, Lucas’ work, The Sofia Collection, and our company of designers from Sofia Mill Valley — all gorgeously displayed at www.PrioloandCo.com. Welcome.
 
-- Carl Priolo