2024 FOBA winner Small Business Category – Orloff Jewelers: Luxury and laughter

From a young age, James Orloff would come to work with his dad at the family jewelry store. He’d be given important busy work like taking apart watches, and eventually became comfortable handling and evaluating diamonds — all before the age of 10.

Now a third-generation Orloff is an integral part of the operation.

Orloff Jewelers is the 2024 winner in the small business category for The Business Journal’s Family Owned Business Awards.

“For 60 years, our family’s dedication has been the cornerstone of our business, embodying the values of hard work and commitment to our customers and team. We are proud to support and uplift our community, forging lasting bonds that inspire growth and togetherness,” said Mary Ann Orloff, James’ wife and partner.

James’ father Paul Orloff opened Paul Orloff Diamond Company in 1955 on Tulare Street. In 1968, he moved the business to the Fulton Mall and changed the name to Prince Orloff Crown Jewels.

James Orloff joined the company in 1980 as a graduate gemologist. They opened a second location at the Manchester Center Mall, and then the business moved again in 1982 to Fig Garden Village, where it changed its name to Prince Orloff & Son Jewelers.

In 1990, the Prince Orloff & Son Jewelers name was retired, and James and Mary Ann Orloff began the next generation as Orloff Jewelers. James and Mary Ann Orloff decided to start with a smaller location and three employees in 1990.

After making several moves, it gradually grew from a 500-square-foot store with three employees in North Point Center to 1,820 square feet with six employees in Fig Garden Village to the current Fig Garden Village location with 5460 square feet and 16 full-time and three part-time employees.

They have grown their brand by adding professional services, jewelry and manufacturing, watch and cleaning services, and appraisals.

In 2022, Orloff Jewelers began its succession plan, working with a business advisor, attorney and accountant to structure the business’s future success and that of its successor.

Their son Maxwell Orloff and son-in-law Greg Yakrus will be moving forward with the business. Maxwell has a higher education degree in public policy and procedure as well as marketing and a master’s in law. Yakrus is a CPA with 15 years of experience in the luxury business.

Father and son make a great team.

“Working with my father is so fun. He’s outgoing, he knows his stuff, and I consume everything he has to say regarding jewelry, diamonds, and estates. It’s been great,” said Maxwell. “Since a young age, I have always been cracking deals with my father.”

Orloff Jewelers’ succession training begins with getting to know and understand all the makings of a fine jewelry business. This is followed by training in jewelry, watch appraisals, and objects of art. Maxwell and Yakrus will become well-rounded professionals trained in this field. Orloff Jewelers has a five-year plan and approximately three years to complete the transition, with two years of support.

“At the end of the day, we would like to be remembered for providing quality jewelry, having great experiences, and being able to walk in and build these relationships with our associates. But what is way more important than that is constantly giving back to the community,” said Maxwell. “It’s the one thing I was raised by – especially in a community like Fresno, you must give back if you want their support to buy from you and trust you with their family goods and family heirlooms. You have to earn their respect.”