Every great jewellery house has a story, but few in Toronto have a history as personal and enduring as Serli & Siroan. What started as a small family-run workshop in 1979 has grown into one of the city’s most respected names in handcrafted engagement rings and fine jewellery. Their journey shows how dedication, craftsmanship, and a deep respect for tradition can shape a brand that lasts through generations. If you’re considering a custom engagement ring or want to understand what sets this jeweller apart, knowing their story gives you a clear picture of the values behind every piece.
How It All Began
Serli & Siroan was founded in 1979 by husband-and-wife team Jacob and Denchali Siroan. They weren’t just opening a store; they were building a creative space where jewellery was made by hand using old-world techniques. Jacob focused on craftsmanship, design, and the technical side of jewellery making. Denchali handled the business, styling, and the day-to-day operations. Together, they created a balance between artistry and customer experience that became the foundation of the brand.
Their philosophy was simple: every piece should be made with intention, precision, and personal care. They believed jewellery shouldn’t be rushed or mass-produced but created thoughtfully for each individual. This belief shaped the way they worked, and it’s still part of the company’s identity today.
Becoming a Toronto Favourite
During the 1980s and 1990s, Serli & Siroan became known not just for beautiful designs but for how they worked with clients. Couples would walk in with ideas, sketches, or sometimes just a vision, and Jacob would bring those ideas to life through custom design.
As word spread, the store built a strong reputation for:
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Transparent guidance
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Detailed, long-lasting craftsmanship
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Genuine care for each client’s story
People appreciated the personal attention and the expertise that came from decades of hands-on experience. At a time when mass-manufactured jewellery was becoming more common, Serli & Siroan stood out by staying true to handcrafted quality.
The Next Generation Continues the Legacy
Today, Serli & Siroan is still family-run. The next generation of the Siroan family has stepped in to continue the values that began in 1979. While tools and technology have evolved, the commitment to craftsmanship and personal service hasn’t changed.
The new generation has strengthened the brand by:
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Expanding custom jewellery design
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Introducing modern styling while keeping traditional techniques
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Improving client experience with personalized consultations
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Sourcing ethically mined, conflict-free diamonds
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Using premium alloys and metals for better durability
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Offering lifetime care, cleaning, and maintenance
The blend of tradition and innovation is one of the reasons why the brand continues to thrive.
A Craftsmanship-First Philosophy
Craftsmanship is at the heart of Serli & Siroan. Unlike mass-produced rings, their pieces are made one at a time and undergo close to 90 hours of work. From initial sketches to final polishing, each stage is handled with attention to detail.
Several features set their craftsmanship apart:
Hand-built settings
Every ring is constructed to fit the specific diamond chosen by the client. This gives the stone better security and a more refined look.
Stronger metalwork
They use high-palladium 18K gold and high-density metals that are designed to hold up over decades of daily wear.
Precise finishing
Every edge is smoothed, every surface is polished, and the final finish is done by hand.
Quality control at multiple stages
A handcrafted piece goes through several checks to ensure symmetry, stone security, and overall finishing.
This level of detail ensures that each ring not only looks beautiful but is also built to last.
Ethical and Responsible Diamond Sourcing
Another important part of their story is their commitment to ethically sourced diamonds. As consumer awareness around conflict-free stones grew, Serli & Siroan took a strict approach to ensure every diamond they sell is responsibly sourced.
They offer:
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Conflict-free and ethically mined stones
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Transparent sourcing information
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Guidance on choosing sustainable options
This commitment has made them a trusted name for couples who care about the ethics behind their purchase.
A Custom Experience Focused on the Client
One of the reasons Serli & Siroan remains a top jeweller in Toronto is their approach to personalized design. While many stores offer custom options, few provide the level of involvement and detail that they do.
A typical custom design experience includes:
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A consultation to understand your vision
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3D modeling or sketches to bring the idea to life
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Diamond selection based on your preferences
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Final adjustments to ensure the perfect fit
This step-by-step process makes clients feel involved and confident in the final piece.
A Legacy Built on Trust
Over the decades, Serli & Siroan has built strong relationships with clients who return for anniversaries, gifts, upgrades, and family heirlooms. Many couples who purchased engagement rings years ago now come back with their children. That level of trust doesn’t happen by accident. It’s the result of consistent service, quality work, and genuine care for each person who walks through their doors.
The longevity of the brand reflects their core values:
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Integrity
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Family tradition
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Transparency
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Personalized service
It’s these values that have kept Serli & Siroan at the top of Toronto’s jewellery landscape for over four decades.
A Story That Continues Today
From a small workshop in 1979 to a respected name in Toronto’s fine jewellery industry, Serli & Siroan has stayed true to its roots. Their history is not just about the evolution of a brand but the passing down of a craft. It’s a story built on passion, skill, and a genuine desire to create jewellery that holds meaning.
If you’re looking for a jeweller who values quality, honesty, and craftsmanship, their history shows exactly why they continue to be a trusted choice today.