Angela Patin Finds Her Perfect Niche

As Angela Patin and I begin our conversation, she has a question: Do I mind if she sketches a design while we talk? I assure her it’s no problem, impressed that she can do this. I shouldn’t be. She’s a consummate jewelry professional capable of this and far more.

While we’re talking, her son has a query the babysitter can’t answer. Angela deftly resolves the issue, seamlessly returning to our discussion and her sketching.

“I began my business in 2009, after years of working in retail jewelry stores so I knew the business well and had a group of loyal customers,” she says. “My daughter was young at the time so working from home appealed to me. And I wanted to be my own boss, focusing on custom design. That’s what I love.”

Growing Up in a Store

Angela grew up in and around her father’s jewelry stores: the first in Petoskey, Michigan, a small resort town on Lake Michigan, and the second, Paso Robles, in California’s wine country. It was here Angela began working for her father during the summer and through the holidays.

After high school, she studied business in college, continued working at the store, and earned her Graduate Gemologist through home learning. With this experience under her belt, she continued working at Paso Robles until she married and moved to Southern California not far from Los Angeles.

Angela was well prepared for the next chapter of her career, joining the staff of a high-end jewelry store where excellent customer service and her knowledge of diamonds and gemstones attracted a following. By 2009, she felt ready to branch out on her own.

How Her Business Works

As the owner of Angela Patin, LLC, she works as a private jeweler with customers, creates and gets designs approved, and orders fabricated metals, findings, diamonds, and gemstones — unless the customer wants to use their own stones. “As a GG, I choose most of the stones myself which gives my customers extra confidence,” Angela says.

She works with many repeat and new customers from across the US and Canada, bringing their jewelry visions to life with stunning effect. She’s never needed to advertise because all her new customers come by referral.

“I meet with local customers at a location they choose,” she says. “If they’re not local, we communicate by phone. It doesn’t sound very high tech,” she says, “but this method has proved surprisingly effective for me.”

Based on what the customer requests, she sketches a design from different angles, then scans and emails it to the client. She works back and forth with them primarily by phone. I asked if she used Zoom or another video platform during the lock down and she said no, but she would do it if a customer requested it.

Her website shows some of her work and testimonials, but you can’t shop it. Twice a year she hosts a private show featuring her signature designs and finished jewelry that includes diamond studs, hoops, and other must-have jewelry.

When the customer gives Angela the go-ahead, she turns to her network of CAD designers and jewelers who know and understand her high standards. She personally oversees each piece through to the moment she presents or ships it to the customer.

Her Services

Angela provides three signature services: custom design, restyles, and special commissions — primarily logo jewelry.

Custom Design

Angela works closely with each client to help them realize the jewelry of their dreams. Both pendants feature intricate details that distinguish them as one of a kind.


Angela relishes the opportunity to reimagine gemstones and diamonds her customer no longer wears. “Restyling is much like a puzzle particularly when you have more than one stone,” she says. “The Y-necklace below includes gemstones from 15 rings and two loose diamonds, so I had my work cut out for me.” Fortunately, she loves a challenge and creates beautiful results.

Special Commissions

Angela works with numerous businesses and corporations, traveling to industry conventions to network and attract new business. The first time I spoke with her, she was heading to a real estate convention, one business sector for whom she designs.

Below you see a one-ounce pure gold coin that Angela designed and produced for a company to honor their top performers.

After years in retail jewelry, Angela has created her own special niche in the jewelry world — one that maximizes her talents and puts her in charge of her workload. However, like most jewelers, come December, all bets are off, and she’s very busy.