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At Gemma’s, we’ve always believed jewelry should do more than sparkle—it should tell a story. It should carry meaning. It should feel personal. As a family-owned jeweler for more than two decades, we’ve built our reputation on pieces that celebrate milestones, express confidence, and become part of our customers’ lives.
That’s why we’re incredibly proud to introduce one of today’s most beloved fine jewelry designers into our showcase: Effy Jewelry, a name synonymous with bold gemstones, vibrant color, and unmistakable New York style.
If you’ve ever admired Effy’s work, you know their pieces have a certain energy—an effortless blend of luxury and personality. And if you’ve never encountered them before, you’re in for something special.
Today, since we are Authorized Dealers for EFFY, we’re taking you behind the brand, into its story, and right to our cases here in the Mission Viejo store, where Amy has curated a stunning selection for you to explore.
Effy Jewelry was founded in 1979 by designer Effy Hematian, an engineer-turned-artist whose passion for color and craftsmanship quickly set his work apart. Unlike many jewelry houses that outsource production, Effy insisted on building a full manufacturing studio in New York City—something that remains central to the brand today.
This “design here, craft here” philosophy gives Effy a distinct identity. Every detail, from stone selection to setting, is overseen by master jewelers who share Effy’s belief that jewelry should be both breathtaking and enduring.
Over the years, Effy gained fame for:
Emeralds, rubies, sapphires, exotic stones—if it’s vivid and full of character, Effy works with it.
Their signature look often includes intricate, micro-set gemstones that create a glowing, almost luminous effect.
Most famously, the panther—a symbol of strength, mystery, independence, and confidence.
Effy pieces are built to last, solidly crafted, and meant to be worn—not just admired.
For a brand born in bustling Manhattan, tastefully daring and unapologetically expressive, Effy’s arrival at Gemma’s feels like a perfect pairing.
The heart of Gemma’s has always been family. What began in Rancho Cucamonga in 2001 expanded into Eastvale and eventually Mission Viejo because our customers trusted not just our jewelry, but our values.
We’ve raised our children in this business. We’ve watched families come back year after year for birthdays, engagements, anniversaries, and new beginnings. The jewelry we carry must reflect the standards we hold for ourselves—quality, integrity, and genuine emotional connection.
That’s exactly why Amy chose Effy for our Mission Viejo store.
Like us, Effy is family-founded. Like us, they believe jewelry should feel special and personal. And like us, they’ve built a reputation not on trends alone, but on craftsmanship and trust.
Where Gemma’s brings warmth, personal service, and community, Effy brings world-class design, signature artistry, and bold gemstone beauty. It’s the perfect blend of local heart and global sophistication.
While Effy offers a broad range of collections—from classic color pieces to mosaic gemstone designs—Amy has curated a selection that reflects what our customers love most: statement-making elegance that’s both wearable and distinctive.
Here are a few pieces currently sparkling in our cases:
Effy’s panther is more than a motif—it’s a signature. A symbol of confidence and independence, the panther collections blend sculptural artistry with gemstones that bring the feline form to life.
At Gemma’s, several standout panther pieces are available:
These rings command attention. Pavé diamonds shimmer across the panther’s face while striking emerald eyes add a captivating intensity. They’re bold, iconic, and unmistakably Effy.
A panther clutching a diamond-studded ring is both fierce and refined—a sculptural piece that sits beautifully on the neckline. It’s the kind of pendant that becomes a signature item for whoever wears it.
A modern, powerful design: a gold panther head set against polished black onyx, framed by diamonds. It's clean, contemporary, and unforgettably striking.
Deep blue sapphires bring a mysterious richness to this panther silhouette, giving the piece an almost night-sky glow. Elegant, edgy, and incredibly refined.
Small in scale but big in personality. These studs are perfect for daily wear or as a subtle nod to Effy’s bold signature style.
Effy’s panther pieces are statement jewelry at its best—artful, expressive, and designed to make the wearer feel powerful.
Effy is known for color, and emerald is one gem they showcase beautifully. Amy selected a handful of emerald pieces that highlight both classic and contemporary design.
A refined halo frames emerald-cut stones, offering everyday elegance with a luxurious twist.
One of the most unique designs in the store: a radiant sunburst panel of gold rays surrounds a vibrant emerald center. It feels vintage-inspired yet completely modern.
A smooth 14k gold bangle dotted with pear-shaped emeralds and diamond accents. Subtle, graceful, and ideal for stacking.
Rectangular emeralds and diamonds set into sculpted gold stations create a bracelet that’s both minimal and immensely elegant.
Effy’s emerald pieces are perfect for those who love gemstone color but prefer designs that feel classic, wearable, and timeless.
Choosing an Effy piece at Gemma’s means experiencing the best of both worlds:
You get access to Effy’s world-renowned quality and artistry.
You get Amy’s eye for design, guidance, and a genuine desire to help you find the perfect piece.
Unlike online shopping, you can feel the weight, appreciate the detail, and discover exactly how each piece fits your lifestyle.
Cleaning, inspections, resizing, and long-term care—when you buy local, you’re never on your own.
If you’ve been searching for jewelry that feels bold yet refined, expressive yet timeless, Effy’s collections might be the perfect fit. Whether you love the mystique of the panther, the glow of emeralds, or the artistry of diamond pavé, there’s truly something extraordinary waiting for you in our cases.
Visit us in Mission Viejo and let Amy show you the newest arrivals—pieces you won’t find in just any jewelry store, and a collection we’re proud to offer right here in the community we love.
