1976
Opened on Mission Street
The store first opened near 21st Street as Guadalajara Jewelers, part of a franchise serving Mission families with jewelry, repairs, and everyday care.
About Latin Jewelers
Mission Street jewelry, credit, and care since 1976.
For generations, Latin Jewelers has helped San Francisco families celebrate milestones, repair meaningful pieces, and take practical steps toward stronger financial confidence.
Our Story
Family-owned, community-rooted, and still here for working families.
2008
Independent as Latin Jewelers
The family went fully independent, renamed the business Latin Jewelers, and moved two blocks to 2521 Mission St, where the store is still managed by the family.
2026
Celebrating 50 years
Reaching the 50-year milestone as a City of San Francisco Legacy Business is a tribute to every family that has trusted Latin Jewelers across generations.
As Seen In the Mission
A Mission Local story about family, work ethic, and generations of customers.
"I've seen generations of people walk through the door."
Mission Local profiled Irene Peña, daughter of the shop's founder, and the family's journey from Guadalajara Jewelers to Latin Jewelers. Irene started working in the store at age 16, carrying forward the work ethic her parents instilled, while welcoming parents, kids, and then their kids through the same Mission Street doors.
Build with us
Start a credit account with people who know your community.
Bring your valid ID, recent check stub, and proof of address. Our team will walk you through the process in plain language, in English or Spanish.