Tacori Jewelry Celebrates 40 Years of Family Legacy

Immigrant roots, family passion, and American-made craftsmanship drive iconic luxury brand's success.

Published on Feb. 23, 2026

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The Tacori jewelry brand was founded 40 years ago by Haig Tacorian, an immigrant from communist Romania. Along with his wife Gilda, the couple built the luxury jewelry company from the ground up in Southern California's Jewelry District. Today, the family-owned business is led by their children Paul Tacorian and Nadine Arzerounian, who have continued the brand's commitment to American manufacturing, unique designs, and community involvement.

Why it matters

As many family-owned businesses struggle to survive across generations, Tacori has thrived by staying true to its immigrant roots, family values, and dedication to craftsmanship. The brand's success highlights how a focus on heritage, community, and innovation can help legacy companies adapt and grow in a rapidly changing retail landscape.

The details

Tacori expanded to Glendale in 2003, bringing all of its manufacturing in-house. The company now employs 125 people, many of whom are first- and second-generation immigrants, including department managers. While competitors have moved manufacturing overseas, the Tacorians are steadfast in their commitment to keeping production in the United States. Recent innovations like lab-grown diamonds have also challenged the jewelry industry, but Tacori has differentiated itself through iconic designs like the 'Tacori crescent'.

  • Tacori was founded 40 years ago.
  • The company expanded to Glendale in 2003.

The players

Haig Tacorian

The founder of Tacori, who immigrated to the U.S. from communist Romania with nothing more than a suitcase.

Gilda Tacorian

Haig's wife, who also immigrated to the U.S. from Romania in search of freedom and later joined the family business.

Paul Tacorian

The current CEO of Tacori and son of Haig and Gilda, who has helped drive the brand's marketing and branding efforts.

Nadine Arzerounian

Paul's sister, who serves as the head of design for Tacori and brings her artistic flair to the family business.

Tacori Jewelry

A family-owned luxury jewelry company founded 40 years ago and based in Glendale, California.

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What they’re saying

“Business is already hard and family is hard, but when you put family and business together, it makes it exponentially harder. That's why so many don't survive.”

— Paul Tacorian, Chief Executive Officer, Tacori (Los Angeles Times)

“It would have been very selfish of us to go work for another company after college when we saw the struggles that our parents have gone through and the opportunities that they gave us, as well as the opportunities that they brought to so many other families here.”

— Nadine Arzerounian (Los Angeles Times)

What’s next

The Tacorian family is considering ways to involve the next generation of the family, including Paul's son who has shown interest in the business, as they look to continue the Tacori legacy.

The takeaway

Tacori's success over four decades highlights how a family-owned business focused on heritage, community, and innovation can thrive even in a rapidly changing retail landscape. The Tacorian family's commitment to American manufacturing, unique designs, and philanthropic initiatives has helped the luxury jewelry brand stand out and build a loyal following.