About Us

Arax & Sevak are the proud owners of SDA JEWELRY, a thriving family run business specializing in Italian gold and fine jewelry. The journey into the world of luxury began in the 1950’s by Arax’s father, Hrair, who established the business in Kuwait. Hrair, started as a bench worker as a teenager and in just a few years, mastered the art of gold smithing. He had a keen eye and a deep love for intricate art of Italian craftsmanship. Soon after his marriage to Vartouhi, she became the life partner who would assist him in finishing custom orders through the wee hours. As the family grew, so did the business. The second showroom was opened in Tehran, Iran. Milano Jewelry became a synonym for artisanal craftsmanship. Vartouhi, mom to 4 kids, who had already started assisting Hrair from the start of their marriage, took on the role of sales and management. With the client’s high demand for the modern and bespoke jewelry, they were able to expand their connections with Arezzo and Vicenza manufacturing companies as well as Antwerp’s Diamond Club for certified diamonds.

Under their leadership and ethical codes of business, Arax was introduced to the sparkling world from an early age and while accompanying her parents on overseas trips, gained the appreciation for intricate details of jewelry made by Italian masters. She continued in their footsteps and became an indispensable member of the team. Starting from her mid 20’s she had the privilege of learning the fine details of the business as well as how every client’s story and search for perfection, became a mission. In 1996 she married Sevak, her life partner. Sevak whose family business was residential foundation contractors, in a very short time became a residential property developer. As a master drafter he completed each project overseeing every detail and with his experience from his years in L.A., made sure they were up to modern standards. In the meantime, Arax would be assisting in the decorative aspects. Due to the vicinity of their workplaces, in his rare free time, he had the opportunity to observe and grasp the fine ideas of the jewelry business and in a short time grasped the fine details of the Italian jewelry craftsmanship.After Arax's parents’ untimely passing within a few years, they re-evaluated their business. In 2009 Arax graduated from GIA as a diamond grader as well as a pearl grader, and it was time for the couple to extend their marriage into a business partnership.

Together, Sevak & Arax started their own online business in 2009, while connecting with the clients for the bespoke and custom orders. In 2020 they made their final move to L.A. and started the foundation of the new phase of their business. Their partnership in life and work is seamless, as well as their son, Daniel’s assistance in focusing on the digital aspects of marketing. SDA JEWELRY the online business is prioritzing their relationship with their clients and offer an in person appointments in their Burbank office.

Their commitment to serve their clientele, who are inspired by the captivating world of jewelry,motivates them to innovate new products and ideas. For the client who seeks the luxurious and finest precious gemstones, they offer Italian artisans timeless pieces. Understanding their clientele’s appreciation in the finest things in life, they ensure that each purchase goes beyond the jewelry itself. It’s a reflection of their unique style, embodying elegance, craftsmanship and beauty that resonates deeply with those who wear it. An essential aspect is providing the clients with conflict free diamonds and precious gemstones sourced through fair trade practices. It’s an important factor for our clients that their jewelry aligns with their values. The exquisite bridal collection is available in platinum as well as gold. The pledge of providing the best quality GIA certified diamonds, the foremost authority in the world of gemology. The ultimate expression of love can be made with an appointment to start your diamond journey.

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