The Gold Concept opened in 1971 as an alternative to the traditional jewelry store. Co-owners Brad Bilsten and Tony Gomez created a relaxed, casual atmosphere that features custom jewelry designs. Over the years, they have added engagement , wedding bands and jewelry for every taste and budget from many award winning designers including Tacori, Chamilia, Coast Diamond, Danhov, Boma, Peter James, Anne Lewis, Valina and Frederick Goldman.

While studying metalsmithing at California Polytechnic State University San Luis Obispo (Cal Poly SLO to locals), Brad Bilsten and Tony Gomez' conception of an alternative, unconventional jewelry store began to evolve.

Brad was an architecture student and Tony was going to be a history teacher. On their way to graduation, both men ended up in a jewelry making class. They had no plans but to have fun; messing around making jewelry for a year or two. When you do what you love, people love what you do and that's exactly what happened. Their designs were so innovative and creative, people just loved them. There was no choice, but to go into business together.

They sought to offer a personalized jewelry store, where they could closely communicate with their customer. Each creation was one-of-a kind, unique, handcrafted and tailored for the individual; no more feeling like you just saw that piece in three other stores (or on someone else). It was a new concept to the jewelry field. So, in 1971, Brad and Tony opened The Gold Concept. Sixteen years later, B. Anthony & Company Jewelers was created to address the call for more custom design, and the higher end clientele.

The Gold Concept provides a relaxing atmosphere offering pieces from individually crafted by hand, sterling silver and gold-filled jewelry to diamond stud earrings and engagement rings. It is the perfect place for a young person to make their first jewelry purchase, or trust their ears to be pierced. B. Anthony & Co. provides an intimate setting for couples to come and shop for the perfect ring, or confidently leave their most precious heirloom pieces to be repaired. In addition to their own custom creations, Brad and Tony offer a collection of jewelry from many award winning designers.

The main reason Brad and Tony are still around, and successful, is they are real people. They know that it doesn't take a coat and tie to make well designed jewelry. They understand real people may struggle knowing what to get their loved one on that special occasion; real people wear jeans, t-shirts and ball caps to work; and real people need real customer service. They have created an environment that is relaxed and unpretentious. They stand by their custom work and repairs with pride and are so confidant in their products that price tags are proudly displayed, not hidden as in the 'other' stores.

Please, stop by either location for a large selection of quality jewelry, and hometown charm. Enjoy being helped by our friendly, experienced staff and walk away feeling like you are part of the family.

An alloy is the combination of metals that is mixed into the pure based metal to create different purities of metal. Copper, Brass, Zinc, Silver, Nickle, Palladium and Iridium are all common metals used as alloys. Using different quantities and types of alloy metals will result in defferent types of metals.

Sterling Silver is made up of 92.5% pure silver metal and 7.5% alloy. It is highly tarnishable and requires regular polishing to maintain its high shine. There is sometimes a Rhodium Plating applied to the Sterling Silver to help prevent tarnishing. Sterling Silver is Stamped 925 or STERLING.

Gold comes in many different colors which are determined byt the types of alloy mixed with the pure gold base metal. Most commonly you will see White, Yellow or Rose Gold. Pure Gold or 24 Karat gold is too soft to be made into jewelry so it is alloyed with other metals. 22 karat gold is is 92% pure gold and 8% alloy and is stamped 22k. 18 Karat gold is 80% pure gold and 20% alloy and is stamped 18k or 750. 14 Karat gold is 60% pure gold and 40% alloy and is stamped 14k or 585.

Platinum is a very rare precious metal. It is very dense and soft, doesn't chip, but does easily scratch or Patina. It is a very difficult metal to work with becasue it required very high temperatures to make the metal workable. It is pure, hypoallergenic and won't tarnish. Platinum is alloyed with Palladium, Iridium and Ruthenium (all metals in the Platinum family) and is stamped PLAT with one of the following number: 900 (90% pure platinum and 10% alloy), 950 (95% pure platinum and 5% alloy) or 990 (99% pure platinum and 1% alloy).

Stainless Steel is a popular metal for Men's Jewelry but is not commonly used for Fine Jewelry. It is hard and relatively durable, but will scratch over time. Stampled STAINLESS or STAINLESS STEEL.

Titanium is the hardest NATURAL metal in the world. It is very lightweight, silver grayish-white in color and is hypoallergenic. Titanium is very durable, but will scratch over time. It cannot be sized, solder or cut off fingers. Use extreme caution when working with heavy machinery or handtoold when wearing a Titanium Ring. Stamped TITANIUM.

Tungsten Carbide is the hardest METAL ALLOY on earth. It is very heavy and very durable. This metal will never sctratch with everyday wear, does not require polishing to maintenance. Has a gray-white color with a bit of a metallic apearance that makes it popular to men. Stamped TUNGSTEN.