Partners in life and business, Greg and Yelena Galstyan have built many community connections at Frizzante Fine Jewelers since they opened the El Paseo shop in 2017. The duo brings passion and expertise to their craft as Greg is a Gemological Institute of America–certified gemologist with a family background in jewelry while Yelena has expertise in luxury brands and fashion. Frizzante offers fine jewelry, custom pieces, consignments, appraisals, and repairs, creating lasting memories for the desert community and beyond.
What inspired you to open Frizzante Fine Jewelers?
Greg: I co-managed this location when it was a corporate store. After it closed, I bought it and transformed it with my wife, Yelena, whose incredible taste and fashion sense inspire everything we do. Together, we make a strong team, blending her vision with my industry expertise.
What’s the story behind the name Frizzante Fine Jewelers?
Yelena: I came up with it. Frizzante means “sparkle” in Italian, which felt perfect for our jewelry. Much of our gold is Italian, and the diamonds we carry embody that brilliance. The name came naturally, and we loved it immediately.
Golden Strada collection.
What is the shopping experience like for your customers?
Greg: We want customers to feel at home when they walk in. Our expertise guides them to make informed, confident purchases they’ll love. The greatest compliment is when a happy customer refers us to someone else. That trust means everything to us and our client base is very loyal. We are proud of that.
What happy moments have you witnessed with your clients?
Yelena: We witness so many moments. That’s why we always have Champagne and macarons ready as you never know what the day will bring! We’ve had everything from a boyfriend proposing in the store to a loyal customer buying a sentimental bracelet for his ailing wife. We’ve been part of many, many love stories and memories.
How do you stay involved in the community?
Yelena: We’re deeply committed to supporting charities across the valley. From donating to participating in local events, we prioritize giving back. One way we contribute is by hosting in-store auctions to raise funds for organizations. Community involvement is a core value for both of us, and we’re proud to help make a difference.
What do you love most about the day-to-day at the store?
Greg: Every day is an adventure — you never know who will walk through the door. We love that each new customer brings a unique experience and that can shape our day in unexpected ways.
Does the desert landscape inspire you?
Greg: Absolutely. Inspiration surrounds us, often without us realizing it. The constant blue skies and sunshine influence everything we do. When you walk into our store, the first thing you’ll see is a striking yellow diamond poster, which feels like a reflection of the desert’s golden sunlight.
What is special about owning a business in the Coachella Valley?
Yelena: The community is growing quickly, and we’re growing with it. The seasonal nature of the business allows us time to prepare during the summer, and we see so much potential here. We also love the relaxed vibe and being part of the happy moments in people’s lives.
Greg: We’ve built strong connections with our clientele, understanding exactly what they are looking for. It’s amazing to see how incredible the people are and to be growing alongside this vibrant community.