The Sanfiz family has been in involved in the jewelry business for four generations. The business environment has changed dramatically since the days when my great great uncle owned his shops in Madrid Spain around the turn of the century. I believe that it is no coincidence that our family has remained in the jewelry business because we never seemed to go with the crowd or with the latest fads. W
e never sacrificied what we thought was the best possible product. We believe that jewelry is not just something you wear, it is a work of art. The appreciation of it has to come from the heart. It is not something you can fake. I simply cannot bring myself to sell an inferior product even if the bottom line tells me otherwise. I was raised seeing my father handle his business this way and know that he was raised watching his uncle do it this way and I wouldn't bet against my great uncle watching his uncle do it this way. The only trend that lasts forever is good taste and quality.
