Our Story

Owner and operator Jeff Velasco has been working with precious metals and gemstones in Tucson since 1980. A fourth generation Tucson native and graduate of Catalina High School and the University of Arizona, Jeff was inspired to go into business for himself because his father, ourstory1Carlos Velasco was an entrepreneur himself. Carlos, who earned his engineering degree at University of Arizona and his MBA at Stanford University, returned to Tucson in 1949 and started a company called Cactus Craft of Arizona, which manufactured and sold southwestern lamps and novelty items made with cholla wood all over the west and southwest states. At its peak, he employed 65 people in Tucson.
ourstory2After operating his own precious metals and diamond business, Jeff opened his first small jewelry store on Speedway and Campbell  and has steadily grown his fine jewelry and precious metals business over the years–finally relocating to an historic 1938 Tucson adobe home on Campbell Ave. just north of Grant which he & his wife Brenda transformed into the current full service showroom and shop where Viir Jewelers has been located since 1996. Jeff is a proud Arizona alum who is also known for his love of water polo, which he still plays competitively nationally and internationally. You will often find Jeff working at his jeweler’s bench or in the store socializing with his clients, many who have become good friends over the decades.

Viir Jewelers has been operating as a full-service fine jewelry store since 1983. In 2014, Jeff and his wife, Brenda, expanded their long-established and highly respected jewelry store to include an art gallery and rebranded the business as Viir Fine Jewelry & Art.

It has always been Viir’s mission to serve their clients – big and small – with integrity, respect and fairness. We are proud and grateful to be one of the few remaining locally owned and operated private small businesses in Tucson. Whether it’s replacing a watch battery, repairing a broken piece of jewelry, designing a custom wedding set or anniversary gift, appraising the family assets, or finding just the right piece of art or sculpture for your home or business, we are here to serve you – our customer. Our relationships with our customers are the most important thing to us.

store7store5We extend a warm invitation to you to stop by and visit us – located conveniently on Campbell Avenue just north of Grant Road next to the Raging Sage Coffee House. We are open Tuesday through Friday from 10 a.m. to 5 p.m. and on Saturday from 10 a.m. to 3 p.m. We are also happy to schedule private appointments outside our normal hours for special requests. If there is anything we can do to help you, we will!

Our Teastore6m

In addition to Jeff, we have Cindy, our manager and jewelry designer. Cindy is a graduate gemologist and does most of the jewelry and collectible appraisals, including vintage and estate jewelry, Native American art and jewelry, fine watches and clocks. Brendastaff is responsible for most of the marketing, art buying and artist selection as well as the “business of the business.” Dena Stitt and Carol Miraben serve on the Artist Board in selecting artists for shows at the store. We have other staff that contribute to the business as buyers, security, and sales. These includes Maria, Bill,  the “Professor,” Joe and John. It’s a busy place and we’re eager to meet you.



Desert Leaf, January 2015
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