About Us

Everyone has to believe in something.

Everyone has to believe in something.

Here are some of the important things we believe in:

We believe in speaking the truth, even if it is not to our advantage.

We believe in doing the right thing, not the easy thing.

We believe in letting you trade your diamond in when you outgrow it.

We believe low quality jewelry is never a good value.

We believe in good food, good wine and good conversation.

We believe in giving you back your money when somethings not right and we can't fix it.

We believe in asking for forgiveness when we screw up.

We believe in unexpected gifts at unexpected times.

We believe every woman deserves a beautiful diamond.

We believe in conducting ourselves honestly in all things.

We believe quality should be affordable.

We're Driven to Make You Happy!

1. First, we gotta start with the quality of the jewelry, diamonds and gemstones. Long after you forget about how the salesperson treated you, long after you forget about the price you paid, you still have that diamond ring. And you’re going to love it for years and years. Because we are super picky on quality, you benefit. This goes along with the next point...
2. We aren’t your mall jeweler, that’s for dang sure. Granted from a business perspective, we could make a lot more money patterning our business off those mall jewelers like Kays and Zales. But we refuse to sell low quality, lightweight jewelry with cloudy diamonds. We can buy this crap too, super cheap, and sell it to you for big profit margins. But seriously, we don’t want our good name attached to lousy quality jewelry. The jewelry you get from Yates is built with more metal in the ring - so it lasts longer. Thicker prongs on the diamonds - so the diamonds don’t fall out so easily. Diamonds that sparkle and you aren’t embarrassed to show another jeweler.
3. We aren’t pushy. If you have to be pushy to be a great salesperson, then we aren’t great salespeople. We try to live by the golden rule, “treat others the way you want to be treated.” And no one likes to “be sold to”. High pressure sales tactics? We don’t even know how to use those. Didn’t take that class.
4. You get it your way. You are unique. Shouldn’t your jewelry also be? Do you really want the same ring as one of your friends? Or the lady in line next to you at the supermarket? At Yates, you can customize to your heart’s content! Your ideas will come to life.
5. We want you to get a great deal! One of the things that makes us feel really good is to hear folks tell us how happy they are that they got a better diamond for less money. Happy customers tell their friends and family. And we love making them happy too.

Meet Our Team

Our goal is to make your jewelry buying experience nothing short of perfection. Learn more about our team and contact your own personal jewelry consultant today!

Everyone has to believe in something.

Ron Yates

"I'm old enough to know better, but young enough to still do it anyways!"

Tell us a little about what you do? Most of the time I’m working on our websites and trying to improve our customers shopping experience. I also love designing new jewelry featuring exotic materials. Such as 4 billion year old Gibeon Meteorite or fossilized Dinosaur bone. And most recently, uncut blue Sapphires from a new mine in Tanzania.

What do you like to do in your free time? When I’m not in my office you can find me out riding my horses, obsessing on my lawn work, or listening to live music at a honky tonk.

Everyone has to believe in something.

Mechelle Yates

"After all, tomorrow is another day."

Tell us a little about what you do? I am a Graduate Gemologist (GIA) and member of National Association of Jewelry Appraisers. I appraise our customer's family heirlooms, manage our inventory, and make sure the bills are paid so we can keep making people’s dreams come true.

Read more about my jewelry appraisals.

What do you like to do in your free time? I love riding trails with my horse Sahara and hiking in the great outdoors.

Everyone has to believe in something.

Ashton Yates-Woolley

"Money can't buy happiness, but it can buy jewelry and that’s pretty much the same thing."

Tell us a little about what you do? I have an Associates in Graphic Design and I'm an Diamondologist & Accredited Jewelry Professional (GIA). So my day to day tasks at the office are always changing - and I love it!

What do you like to do in your free time? I love getting out of town as often as I can and exploring new areas. Plus I’m a big wino. So I love afternoons spent wine tasting.

Why request me? I'm a customer service driven person who loves helping people find the piece of jewelry, engagement ring, or diamond that is perfect for them.

Have a question for me? I'm ready to help! Send me an email at:

Everyone has to believe in something.

Marissa Stewart

"Do or do not, there is no try."

Tell us a little about what you do? I carefully inspect and package each item we send out, answer online queries, and help people get the most for the gold they sell. Plus I am an Accredited Jewelry Professional (GIA) which allows me to help you even better.

What do you like to do in your free time? I enjoy spending time by the ocean and checking out new breweries. When I'm at home I like to sew, watch movies with my husband, and read!

Why request me? I look forward to meeting new people and helping them find what they need.

Have a question for me? I'm ready to help! Send me an email at:

Everyone has to believe in something.

Justice Carrillo

"I followed my heart and it lead me to the fridge."

Tell us a little about what you do? I am our official store cheerleader. I help out with the behind the scenes tasks to make sure your experience with us goes smoothly.

What do you like to do in your free time? I am a professional pastry chef. You can usually find me in the kitchen whipping something delicious up for a friend in need.

Everyone has to believe in something.

Karrin Weatherspoon

"Don't be some spaghetti."

Tell us a little about what you do? I am our store hand model, videographer, and jewelry cleaner. Life is rough having to model beautiful jewelry everyday.

What do you like to do in your free time? I am a busy bee. Between college and working at Yates I love being surrounded by my friends and family. I'm always up for an adventure!

About Yates & Co Jewelers

In 1988, Ron and Mechelle Yates opened their first retail store, California Coin & Jewelry in Modesto, CA. They bought and sold rare coins, estate jewelry and diamonds from private individuals and estates. Most of the jewelry was resold to jewelry wholesalers and local jewelers. After a few years, the focus of the business and the name was changed to Yates & Co Jewelers.
In 2002, we opened our first e-commerce jewelry website, This website specializes in modern jewelry made of contemporary metals such as titanium, tungsten, cobalt, meteorite, damascus steel - and other cool stuff for guys. is an industry leader and innovator in its niche. We've served customers in every state and 27 countries around the world. You can come in to our store and physically try on any of the styles that are found on

Visit Us

We would love for you to stop by and meet us. Come by and browse the unique selection of fine jewelry in person.