Celebrity Sighting at Rodeo Jewelers

After suffering a serious fall last year, Rodeo Jewelers owner Koko Vartanian is not only up and running like his young self, but he's absolutely giddy about two new exclusive collections he's carrying.

Controversial and outspoken Dancing with the Stars Dancer Max Chmerkovskiy was spotted at Rodeo Jewelers on Friday — inside owner Koko Vartanian’s display case.

Just in time for the holidays, Rodeo Jewelers in La Verne is one of the first jewelers in the area to offer the hunky dancer’s new Spartan jewelry line of rings, dog tags, crosses and other fashion-forward accessories made of stainless steel and tungsten.

A Max sighting at Rodeo Jewelers.

“Like Max, the collection is rugged and macho-looking,” Koko said, adding that his popular jewelry store in the Commons offers more than just its traditional and outstanding selections for women.

At the same time, women will love Rodeo Jewelers new Chamilia collection, which Koko has carried for less than a month. Again, he is one of the few Chamelia authorized dealers in the area.

The charms or beads come in a stunning and sparkling array of themes and styles, from chic to bohemian. Featured materials include Swarovski crystals, Italian Murano glass, enamels, natural stones, gold and silver.

Koko holds a Chamilia bracelet. Design your own or have Koko help you.

“There are so many ways you can express yourself with these gorgeous charms,” Koko said.  “Really, no two beads are alike, so you can be as original as you want to be.”

For all of Thanksgiving week – Monday through Sunday – Koko and his wife Lena will offer a special, almost unheard-of promotion. Any customer that purchases three beads will receive a free sterling silver bracelet.

“The bracelets are very well constructed, solid pieces,” Koko said.

For the holidays, Rodeo Jewelers is now open seven days a week. Rodeo Jewelers is located at 1560 Foothill Blvd. in La Verne. For more information, please call (909) 593-7537.

To learn more about the two new collections, please go to REEL People on the home page of LaVerneOnline.

Rodeo Jewelry owners Koko and Lena eye the photo of a customer's grandson.