Our Story

Jeff Velasco

This is not just a jewelry store! Owner and gemologist 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, Carlos 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.

After 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 a historic 1938 Tucson adobe home on Campbell Avenue 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 University of 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.

Stop By and Visit our Tucson Jewelry Store

We extend a warm invitation to you to stop by and visit us – located conveniently on Campbell Avenue just north of Grant Road – with parking in front and in back of the store.  We are always happy to schedule private appointments for personal, uninterrupted attention for custom work, specialty shopping and appraisals. If there is anything we can do to help you, we will!