by MICHELLE TREMBLAY | photos provided by Unicorn Jewelry & Watch Boutique

Putting Customers and the Community First

In 1981, Fred Nasseri, his sister, Minoo Anvari, and father, Dr. Said Nasseri, opened Unicorn Jewelry & Watch Boutique (Unicorn Jewelry) in 92128. Flash forward thirty-three years and Unicorn Jewelry is still thriving in the same location on Bernardo Center Dr. (give or take an extra 2,500 square feet of showroom). Boasting the “largest and most exclusive selection of brand names in San Diego,” as well as a well-earned reputation in North County; Unicorn Jewelry & Watch Boutique is optimistic about its future.

Aside from its emphasis on selling quality pieces, including bridal, designer, corporate, and custom, Unicorn Jewelry prides itself on providing superior, personal customer service. “Loyal guests know the sales team and feel they will always be treated fairly and like ‘family,’” said Fred. The team – which consists of six master jewelers, two watchmakers and gemologists – are all extensively trained on products and will even work with customers outside of regular business hours to create custom pieces. “Service always comes before sales,” stated Fred. “We know our customers, and understand their needs.”

“Loyal guests know the sales team and feel they will always be treated fairly and like ‘family.’”  – Fred Nasseri

Part of understanding a customer’s needs are making affordable products without sacrificing quality. “Unicorn Jewelry benefits from established relationships to get the ‘first picks’ from overseas vendors and buys in large quantities for their Rancho Bernardo store to ensure the best value for the customers,” said Fred.


Another key to Unicorn Jewelry’s success is its community involvement. “The Nasseri family has always expressed a commitment to customer service that reaches beyond the business with a devotion to community involvement,” shared Nasseri. Unicorn Jewelry has worked with the Rancho Bernardo Business Association and the San Diego North County Chamber of Commerce to promote responsible business practices for which they were recognized as San Diego’s Small Business of the Year in 2014. Fred and his family are members of such groups as Breast Cancer Angels, the Warrior Foundation, LEAD Foundation, and Fresh Start Surgical Gifts. They are also actively involved in community organizations such as Sunrise Rotary, Kiwanis, Shriners International, Soroptomist International, and the Palomar Health Foundation. “[We] love being a part of the San Diego community and we truly believe in providing the best service and products to our valued customers as a way of giving back to locals.”


Name of Business: Unicorn Jewelry & Watch Boutique
Owners: Fred Nasseri, Dr. Said Nasseri and Minoo Anvari
Years in Position: 33
Year of Establishment: 1981
Address: 16781 Bernardo Center Dr., San Diego, CA 92128
Phone: 858-487-6454
Description of Business: Unicorn Jewelry & Watch Boutique is a family owned and operated
business with a well-respected name as a provider of high quality
diamonds, custom-designed jewelry and fine watches with a selection
to fit any budget.