La Jolla’s CJ Charles Jewelers builds on success

Customer service and industry insight have been Vahid Moradi’s keys to success in the luxury watch and jewelry industry.

“The best service wins the game,” said the president of CJ Charles Jewelers at 1135 Prospect St. in La Jolla. “I’m selfishly looking out for my clients.”

Moradi started out with a small estate jewelry store and 25 years later it’s morphed into a 2,000-square-foot salon with 146 display cases.

Fifteen years ago, Moradi made a crossroads decision to “explore the industry,” which led to discovering and championing the Florence-based Panerai brand.

Since then, he said, it has become “the shooting star of all our brands.’

“Nobody recognized it, nobody knew what it was,” he recalled. “We just grew it.”

In November, CJ Charles plans to unveil the next stage in its evolution: an exclusive Panerai boutique, one of only four nationwide.

This boutique will be unique, promised Moradi.

“Right behind the showroom floor, we will have a state-of-the-art service facility that no other Panerai boutique will have,” he said. That means his master watchmaker, trained and certified by the Italian company, can work on the exquisite timepieces when otherwise they would have to be sent out of town.

CJ Charles Jewelers offers some of the watch industry’s most distinguished brands, from A. Lange & Sohne, Audemars Piguet, Breitling, Bvlgari, Cartier and Omega Watches, to Jaeger-LeCoultre, Officine Paneria and Piaget. In addition to these fine Swiss watches, CJ Charles Jewelers offers many different styles of designer and estate jewelry, Baccarat Crystals, Montegrappa Writing Instruments, Cartier accessories and Underwood watch holders and winders.

Moradi said Cartier, the gold standard in the industry, continues to be a big seller for him, especially with women.

“Cartier has been an incredible partnership for us for many years,” he noted.

For more information, call CJ Charles at (858) 454-5390 or visit their