About Us

A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” – Jeff Bezos.

David Sedgh, founder of Valla Jewelry is a true example of how a person’s reputation can guide a company’s brand and inspire generations to come. Sound judgment, creativity, and mutual trust are at the core of Valla Jewelry, a boutique jewelry shop. Mr. Sedgh, driven by high ethical standards and unique business acumen, quickly caught the attention of jewelry enthusiasts’ after the company’s launch in the 1960s.  


In the Spring of 2000, after many years of successful milestones and unforgettable experiences in his hometown of Tehran, Mr. Sedgh moved Valla Jewelry to sunny Los Angeles, California, where his passion grew to become a family legacy, with the addition of his wife, Bergy, to the team. Soon after, their daughter Katherine, an accredited designer and artist, became Valla Jewelry’s premier jewelry designer. The combination of David’s mastery and Katherine’s artistry continues to satisfy lifelong customers with unique and exciting jewelry. 


Among his peers, Mr. Sedgh is known for his trustworthiness and pioneering vision. He is believed to be the first Iranian to launch a home-shopping program on a Farsi broadcasting network, making Valla Jewelry a global brand and the oldest Iranian home-shopping business in the world, shipping to clients on all five continents. 

As the Sedgh family puts it, “we are not here just to do business, we are here to make new friends. Throughout the years, we have established great relationships with Iranians and people of other origins from across the world, and we are privileged to call some of our clients our close friends.” 

We hope you’ll be the next member of our big, global family. 

David Sedgh, 

Founder & CEO.