By Tamanna Bhasin

Nestled in a block of other businesses, right by a busy intersection, Mississauga, Ont.’s Valencia Jewellery stands as a beacon of heritage and craftsmanship. What first began as an initial gold purchase in Colombia 60 years ago, has since evolved into a family-run establishment where respect for customers and a passion for genuine connection transcend the glittering pieces on display.

The family, led by the now 94-year-old patriarch Luis Heriberto Valencia, immigrated to Canada in the 1985 after a period of political unrest in Colombia resulted in a number of family tragedies. Having finessed his work with gold, dealing with ownership and repair in Colombia, Luis soon established Valencia Jewellery Inc. in 1987, he opened the original boutique near Bloor St. and Bathurst St. in Toronto. By 1994, the store had shifted to its current locale in Mississauga.

The business is now owned and operated by Luis’ youngest son, Alvaro Valencia. With the support of Alvaro’s brother Oscar Valencia, son Enderson Valencia, and wife MariaLuisa Campodonico, the little Mississauga store has won numerous awards and currently holds a Better Business Bureau accredited rating of A+.

When asked about the secret behind their success, the family boasts “The Valencia Way,” treating customers—regardless of their appearance, money, or lack thereof—with respect, dignity, and candidness.

Customized care

“It’s not only the items we sell, but the services we provide,” MariaLuisa says, “We execute repairs, or even custom jewellery. We have state-of-the-art machinery and professional goldsmiths working in house ready to assist with the work at hand. Our team is very strong and very knowledgeable.”

Sensing a market opportunity, Valencia’s custom jewellery offerings also extends to grillz, personalized dental jewellery made in gold and embellished with diamonds. Enderson Valencia is the mastermind behind this department. “Because we have the ability and the resources here to customize, we are on top of what’s happening.”

Customers as family

During the pandemic, when business operations shut down, Valencia kept open their unique gold loaning services. The venture allows customers to build a sense of trust in the business. MariaLuisa says, “We bring a lot of relief. People know they will get the loan, and that they have the chance to recover their item. They know we’re not just going to take their gold and say we’re closed. The whole principle—the honesty, the integrity, the relationship—it’s intact.”

In prioritizing customer relationships and focusing on building trust, Valencia’s primary source of marketing is word-of-mouth promotion. Valencia’s hope is that “the love and affection we provide” will bring clients back, time and time again. “We have customers who used to bring their children, then five or six-years-old. Now the children come back, all grown up, and become our customers.”

“You have to make sure that, as soon as customers walk into your store, they feel at ease,” MariaLuisa explains. “Once they’re inside, treat them with respect. It becomes a friendship, they feel that they have walked into the home of extended family.”

A network of neighbours

MariaLuisa emphasizes the importance Valencia places on community, not only with customers, but also with neighbouring businesses. As MariaLuisa says, “Supporting each other is very important because it’s not about who’s selling the most. Let’s open the doors for one another, let’s work together.”

The notion to give back to the community is very important to Valencia Jewellery and Designs by MaLu, MariaLuisa’s personal fashion brand. One of the local charities that continues to be supported is The Compass Foodbank, a local Mississauga non-profit organisation. One of their recent collaborations include a diaper drive held at the Valencia storefront.

Valencia Jewellery’s desire to weave together a rich tapestry of community support transcends the boundaries of traditional business dynamics. The business’ success proves that—in an industry so focused on individuality and competition—pursuing opportunities for collective success is undoubtedly a worthwhile endeavour.