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Bio
Unique Jewels since 1979 Boutique: Fortunagasse 26 Based in Zürich, Switzerland
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Recent posts
The Art of Beauty
What we surround ourselves with shapes how we experience the world.
Left: A timeless 18K white gold tennis bracelet with round brilliant-cut diamonds. Equally striking on its own or stacked with your favorites.
Right: Sapphire Diamond Bracelet A bracelet made up of 15 oval diamonds, one pink pear shape and one blue heart shape sapphire. Between the two sapphires is a diamond shield.
11 Nov 2026
DIAMONDS 101 with your favorite jeweler
A new series sharing expert insights, tips and little-known facts from the world of diamonds, gemstones and fine jewelry.
Is there something you’ve always wanted to know? Leave your questions or topic suggestions in the comments, and we might explore them in an upcoming edition.
08 Nov 2026
HAPPY BIRTHDAY, HEINI! 🥂
Today, we celebrate the legend who started it all.
From opening his first boutique in St. Moritz in 1979 to building LA SERLAS into the family business it is today, Heinrich Schmid has dedicated his life to exceptional one-of-a-kind jewelry and the art of creating something truly personal.
More than four decades of passion, unforgettable stories and unique pieces.
Today, his son Christopher continues the legacy alongside him, bringing together generations of expertise and a shared love for beautiful things.
Here’s to you, Heini! To everything you’ve created and all the beautiful moments still to come.
With love,
Your LA SERLAS Family 🤍
30 Oct 2026
Introducing DIAMONDS 101
with your favorite jeweler
N° 01
PSA!!!! All these poor guys take so much time, care, effort and money to make the perfect ring for you. Give it the respect it deserves every now and then and bring that shine back ✨ You wont believe how dull an incredibly beautiful diamond or gemstone can look when your 3 daily serums and 4 creams cover the back of it.
If its really bad, then come by the shop and we will throw it in the ultrasonic cleaner for you. For free! Just please.... clean that ring.
08 Nov 2026
EVERYDAY DIAMONDS
Mix them, match them, stack them.
LEMON PEPPER. Your everyday dose of diamonds.
31 Oct 2026
The Almaza Edit isn’t a traditional collection. It begins with the stone and ends with your vision.
We invite you to discover our tourmalines at the La Serlas boutique and choose the one that speaks to you. From there, it becomes whatever you imagine, a ring, a pendant, earrings or a bracelet.
Choose one of our designs, bring us your own idea or simply take the unset gemstone to keep as part of a personal collection or as an investment.
18 Sep 2026
LEMON PEPPER COLLECTION
… the pieces you never take off.
09 Oct 2026
A LOVE LETTER FROM THE OCEAN.
Keep the ocean close, the feeling of summer, treasured forever.
15 Sep 2026
Born in October? Meet your birthstone.
Tourmaline is celebrated for its extraordinary spectrum of colors. Its name comes from the Sinhalese word turmali, meaning “mixed gems,” a fitting tribute to its remarkable variety of colors. No two stones are ever exactly alike.
Long associated with creativity and artistic expression, tourmaline is also the gemstone traditionally given to celebrate the eighth wedding anniversary.
BEAUTIFUL TO WEAR. VALUABLE TO HOLD.
Beyond their extraordinary spectrum of color, exceptional tourmalines can also hold significant value. Fine stones with remarkable color, clarity and size are increasingly difficult to source, making particularly outstanding specimens desirable among collectors.
14 Oct 2026
GIFTS COLORED IN BLUE
A shared memory, a friend for life, a story began at the beach, and lasted forever.
Gift that treasure, when the ocean is your shared everything.
20 Sep 2026
OCEAN EYES.
Tilt Pear Ring Seafoam Tourmaline 🩵
17 Sep 2026
Another wonderful La Serlas Masterclass!
From Diamonds 101 and gemstone investments to the fascinating world of high jewelry, we shared our passion and expertise while introducing our guests to exceptional gemstones and one-of-a-kind creations.
An inspiring evening filled with curiosity, great conversations, lots of laughter and, of course, plenty of sparkle.
Thank you for having us! ✨
06 Nov 2026
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