LaFont's Fine Jewelry & Gifts It was in 1989 when LaFont's Jewelry opened it's first store in beautiful Santa Cruz County,California. More recently we have expanded with an online store. LaFont's Jewelry is solely owned and operated by Dennis LaFont and his wife Linda. Dennis graduated from the Gemological Institute of America at Santa Monica in 1979. In the ten years following he traveled to different countries purchasing gemstones and made many connections. His commitment has always been to never leave a customer unsatisfied. For beauty, quality, and value on fine jewelry, diamonds, gemstones, watches, gifts, and we pride ourselves on our customer service. Our services also include custom design, appraisals, and repairs.