10/05/2026
In Loving Memory of Our Founder,
Noreen — the heart behind Jose Jewellers 🤍
My Mom, Noreen, started the business in 1977 when my sister and I were just 5 and 4 years old. At the time, she was working as a customer liaison at Pick n Pay Boksburg when a colleague approached her and asked if she would like to purchase her small costume jewellery business.
My Mom paid R2 000 for the little business, paying it off in installments of R100 a month. From there, she slowly began adding silver and gold jewellery to her range, visiting businesses during lunchtime with trays of jewellery packed into her suitcase.
Always an entrepreneur at heart, she started operating from the study in our family home and gradually expanded the business — buying more stock, adding more suitcases, and building a team of ladies who joined her as sales representatives on the road, selling jewellery to businesses and hosting jewellery parties in people’s homes. At one stage, she had 24 sales ladies working for her.
During this time, clients began asking whether my Mom could assist with jewellery repairs and remodelling. Seeing the growing demand, she employed a goldsmith and opened her first workshop in Morehill Market in Landau Street. At that stage, the business was known as Say It With Gold.
In 1985, my Mom decided to venture into full retail, and Jose Jewellers was born. Our first store opened at The Falls Shopping Centre in Northmead.
I joined my Mom at the age of 14, working Saturday mornings and school holidays, before joining full-time after leaving school. My sister, Odette, later joined us too, and together we worked closely alongside my Mom for many years, before Odette left to pursue her own career. Over the years, we relocated the business three times, continuing to grow with every chapter. Our current Design Studio was inspired by a vision shared by my Mom when she retired which I proudly brought to life.
Throughout the years, we formed incredibly special relationships with our clients — many of whom became like family to us. My Mom always had a deep love and care for people, and this was evident in every part of our business. Honesty, integrity, and genuine connection became the foundation on which Jose Jewellers built its reputation.
This year, Jose Jewellers celebrates 41 years in business. Through my Mom’s strength, dedication, and unwavering faith, she created a legacy grounded in trust, craftsmanship, and sincere care for every person who walked through our doors.
She led with kindness, compassion, and grace, touching the lives of so many. Her warmth, wisdom, and generous spirit shaped not only this business, but also the community and relationships that grew around it.
Although my Mom’s passing leaves an immeasurable space in our hearts, her legacy will continue to live on in every piece we create, every story we are honoured to be part of, and every meaningful moment we share with our clients. We remain forever grateful for the life she lived, the foundation she built, and the love she gave so freely.
A special thank you to our entire Jose Jewellers family for the incredible outpouring of love, messages of condolence, prayers, and support during this deeply heartbreaking time for our family.
How truly grateful I am to be able to honour my biggest mentor and inspiration as I continue the legacy she built with such courage and heart.
Forever remembered. Forever honoured. Forever part of Jose Jewellers. 🤍
With love,
Carmen ❤️
