About Us

Welcome to EndiJewels – Simple Luxury, Daily Delight.

Our story began in 1990 when Xiaomei Chen opened her first jewelry shop in China, eventually expanding to three shops. In 2007, the Chen family immigrated to the United States, bringing their jewelry heritage to San Francisco's Chinatown. Over the next ten years, the business firmly established its foothold.

In 2021, Endi Chen, a Jewelry Design graduate and Xiaomei’s daughter-in-law, took over the family business. Endi transformed jewelry sales from traditional offline models to online, making new breakthroughs in design innovation. She has reimagined luxury jewelry into simple, elegant pieces for daily wear.

As a woman-owned business, we take pride in our legacy of craftsmanship and innovation. Every piece of jewelry incorporates our craftsmanship and spirit of excellence. If you visit our store, you are welcome to stay and explore.

 

Xiaomei opened the first jewelry shop in 1990.

 

In 2007, Xiaomei opened the first shop in San Francisco, CA.

 

Endi took over the family business in 2021.