» About Us

Paul and Noreen Coca are the owners of Firefall Jewelers. Along with their two children, Paul Jr. and Sasha, they operate two stores at Angels Camp and Valley Springs.

  • Paul Sr. is a Master Goldsmith with over twenty five years of experience. Schooled at Revere Academy in San Francisco, Paul is a professional at his craft. He hand tailors custom designs, specializes in hand fabrication, hand engraving, stone setting, and utilizes a unique wax carving technique.

  • Noreen and Sasha work as sales and design consultants on the floor. They have extensive knowledge of gemstones, diamonds and designers, and can answer any questions regarding your jewelry needs.

  • Paul Jr. is a graduate of the Gemology Institute of America (GIA), which is home to the Gem Trade Laboratory, the most respected and recognized laboratory world-wide. GIA is a non-profit, educational institution founded in the 1940s and is recognized throughout the diamond industry for its unbiased integrity and strict, comprehensive grading standards. Paul handles all appraisals and diamond brokerage with these same standards.
Together, the Coca Family has established a thriving business dedicated to serving the Angels Camp and Valley Springs communities.