Certified Master Jeweler Ali Athari at work
Handcrafted traditions and old-world mentoring live on
Morro Bay Jewelers has a new owner, but Certified Master Jeweler Ali Athari is not new to jewelry; he started at 9 years old in Iran in 1954. He still crafts everything by hand and is teaching the next generation just like his family taught him.
“My father, my grandfather, and my great-grandfather were all jewelers,” Athari said. He has been crafting jewelry and repairing clocks and watches for over 70 years.
After coming to the United States in 1964 as a student, he became a jeweler to the stars while working in Beverly Hills on Rodeo Drive in the late 1960s and early 1970s. There, he created custom jewelry for Liberace, Farrah Fawcett, Cybill Shepherd, Christie Brinkley, and Dick Van Dyke. “Dick Van Dyke was a gentleman,” Athari said. “I made a ton of stuff for Liberace.” He also spent a decade in Las Vegas. Again, his client list read like a who’s who with clients like Siegfried and Roy, the governor, and many senators.
After leaving Las Vegas for San Luis Obispo, he opened a store that focused increasingly on watch repair, changing to jewelry after the 2008 recession. “I’ve been repairing watches and jewelry all my life,” Athari said. “I specialize in being all-around. I don’t separate gold work, platinum work, watches, or clocks. It’s all precision work.”
That philosophy reflects the traditions of old European jewelry workshops, where artisans once crafted jewelry, watch movements, watch cases, and cut gemstones all under one roof. “I think working on watches makes me a better jeweler,” he said.
“I have a full gemological lab,” Athari said. “I can identify gemstones and do insurance appraisals. I’ve had experience making jewelry and working with gems from all over the world.”
Today, Morro Bay Jewelers offers fine jewelry, custom design, jewelry repairs, watch and clock restoration, appraisals, and gemstone identification. Nearly everything is completed in-house by hand.
Katie McBride working at her bench
A traditional apprenticeship and a new career path
After a brief retirement, Athari purchased Morro Bay Jewelers, which had already been open for 30 years. He lives on his sailboat in the harbor, and following a shoulder injury, a young customer became an unexpected apprentice. Katie McBride offered to help him out of concern and kindness. He, in turn, completely changed her life by offering her a position as his apprentice, who will eventually take over the shop.
I have a career path now,” McBride said. “This is bigger than anything I imagined.”
Initially, she tackled the enormous task of organizing inventory during the ownership transition. She cataloged hundreds of pieces, photographed jewelry for the website, and now manages much of the store’s online presence while helping customers, replacing watch batteries, restringing pearls, and repairing clocks.
Athari beams with pride when he talks about training her. He is teaching her the same old-world craftsmanship that has been passed down through four generations of his own family.
They try to accommodate everyone who comes in. Most repairs take 7-10 days, but if a customer needs something done immediately, they do their best without charging extra. “Fairness matters,” Athari said.
Crafting everything by hand in a jewelry store is unique these days. Most stores send work out, but not at Morro Bay Jewelers. They keep the craft traditions alive. Stop by to browse custom fine jewelry, antique watches, cuckoo clocks, and more. If you are looking for custom-made, stop by to let them create something wonderful for you.
Morro Bay Jewelers is located at 898 Main Street, Suite A, Morro Bay. Open Tuesday through Saturday, 10 a.m.-5 p.m. For more information, visit aliatharifinejewelry.com or call (805) 772-1878.
—Karen Lycan
