“If you buy jewelry at a department store, it is unlikely that the diamonds will come with a GSA appraisal, which is the only standard that is measurable across the industry,” explained Arthur Shor, co-owner with Larry Shulman of Cal Jewelry in East Long Beach. “We love to educate our customers, so they can be assured that they are getting the best quality for their budget.” said Shor.
Whether purchasing a small Christmas “token of your affection” or investing in the ring that promises “forever,” shopping at a store that has a 50-year legacy of quality and service is worth the detour away from shopping malls.
Established in Long Beach in 1958, Cal Jewelry has been at its present location in East Long Beach since the early 1980s. Shulman and Shor bought the store in 1989, having worked with the previous owner for a number of years. Over the last 30 years, their base of loyal customers has continued to grow. “Our customers know we give them honest, personalized service designed to meet their specific needs,” Shulman explained.
The store sells items reflecting the latest fashions in jewelry such as the currently popular diamond legacy pendants, along with ever popular tennis bracelets, pearls and, of course, engagement and wedding rings. They are also authorized retailers of Lladró and Swarovski collectibles (including the 2008 snowflake ornaments). Still, there are many treasures waiting to be discovered for those who are looking for something unique.
A welcome alternative to mass-produced jewelry is a lovely selection of rings and earrings studded with rare colored diamonds, including black diamonds and a dazzling selection of rare gemstones, such as green quartz, green amethyst, yellow sapphire and grape garnets. Never heard of such stones? The staff at Cal Jewelry will be happy to introduce you to the world of gemstones.
Cal Jewelry also stocks brilliantly designed adjustable chains in white or yellow gold that allow the wearer to shorten or lengthen the chain from choker length to 22 inches, depending on the neckline of a particular outfit.
Along with carrying the Pulsar and Seiko lines of watches, new to the store is the complete Oceanus line of Casio watches. “These solar-powered watches with rechargeable lithium batteries are very popular among young men,” says Shor, who hopes to tap into this demographic of future ring buyers and establish the next generation of loyal customers.
“We take the time to educate men who come to buy an engagement ring but don’t know much about diamonds or jewelry,” Shor said. “We want to make sure it fits his budget and is something his bride-to-be will like.”
While creating custom jewelry and selling quality is the passion behind Shor and Shulman’s longevity in the jewelry business, it also stems from the relationships they establish with their clients. “We treat them with respect and always try to do the right thing for them,” Shor explained.
Cal Jewelry is located at 6291 East Spring Street near the corner of Palo Verde. The store’s phone number is (562) 421-5030.

It’s probably safe to say there aren’t many auto service shops that require new employees to read Dale Carnegie’s How to Win Friends and Influence People, but the lessons in this book are part of the key to Orozco’s Auto Service success.
“I read that book every six months,” explained owner Servando Orozco. “I want my employees to understand it’s not about servicing customers’ cars. It’s about caring for the customer and the community.”

These are the words that guide Orozco and the employees at Orozoco’s Auto Service. “Everything we do is about people,” says Orozco. “If we take care of our customers and provide knowledgeable, ethical service, our business will grow. It’s that simple.”
Servando Orozco is a man who looks to the future and is destined to grow Orozco’s Auto Service into a household name in Long Beach and beyond. He is the rare business owner who constantly asks himself, “What can I learn?”
His focus on self-improvement and education has served him well. In 1990, after working as a mechanic at a Shell service station for ten years, he moved on to an independent auto shop and established the first Orozco’s Auto Service at 3033 Long Beach Boulevard. Two years ago, he purchased the property at 3619 Atlantic Avenue, expanding his business to two locations with a total of 14 service bays.
Between the two locations, Orozco employs eight Institute for Auto Service Excellence(ASE)-certified service technicians and four service advisors. The business is one of only 149 in the state that is recognized with the ASE Blue Seal of Excellence. Additionally, as a NAPA AutoCare Center, their service is backed by a 12 month, unlimited mileage warranty, but Orozco goes beyond that.“We guarantee in writing all repairs for 24 months or 24,000, whichever comes first,” he said. “To my knowledge, Orozco’s Auto Service is the only shop in the industry offering such a complete and long guarantee.”
Orozco’s has the resources to service a wide variety of vehicles, including Hybrid vehicles, such as the Toyota Prius, as well as work trucks that are loaded with equipment (up to 5 tons), and uses only the best quality parts and fluids.
Orozco invests in current technology to keep his shop state-of-the-art, but also has an eye on the future. “The auto industry is changing rapidly. It will be very different ten years from now,” he asserts.
Part of that change is the focus on green technology. Orozco is ahead of the curve on that front, encouraging customers to change oil no earlier than every 5,000 to 6,000 miles. “Today’s cars do not need more frequent oil changes and we save thousands of gallons of oil from disposal by reducing the frequency. Some cars can go 10,000 miles without an oil change. I am always looking for ways to reduce our impact on the environment in our operations as well,” he adds.
With Orozco’s success comes an enormous sense of gratitude for his employees and customers. “I am so lucky” said Orozco. “This is truly the land of opportunity. I spend money on advertising, but I prefer to spend money in support of community projects, where I feel I can give something back.”
To that end, Orozco’s Auto Service provides free premium oil changes to anyone who donates blood at Long Beach Memorial Medical Center, and for the entire month of December he is offering a ten percent discount on services to parents of students at Los Cerritos Elementary School, where two of his three children are enrolled.

Shop local. Minimize your carbon footprint. Reduce, reuse, recycle. Yes, yes, you say, that’s all well and good. But it’s the holidays for goodness sake! And you want to shop till you drop, don’t you?
Well, thanks to a little shop in Bixby Knolls, you can indulge in your gift-giving passion without sacrificing your higher, dare we say more noble, desire to tread lightly on our earth.
Monique Johnson, owner of Sweet Treasures Home, has developed a reputation for transforming what she calls “trash to treasure,” expertly blending an eclectic inventory of vintage house wares and linens with new boutique and gift items. The result is a charming invitation to browse and discover affordable treasures that are suitable for gift giving or to take home to add to your own home’s décor. And in case you hadn’t considered this yet, vintage is the new “green.” It’s all about reduce, reuse, recycle.

Johnson’s talents in transforming discarded and yard-sale furniture into chic must-have décor has blossomed into one of Sweet Treasures’ most sought-after businesses. Giving a boost to the store’s retail sales, Sweet Treasures now offers complete reupholstering services along with furniture repair, painting or staining. At Sweet Treasures Home, reuse is smart, affordable and chic.
“We began offering our ‘trash to treasure’ furniture service this summer because our customers kept asking us to assist them,” said Johnson. Whether simply desiring a makeover with a coat of antique white, red or black paint, or completely rebuilding a sofa, customers are finding new life for their furniture through Johnson’s services. “Customers can bring in pictures of heirloom pieces or looks that they want us to recreate,” said Johnson.
Sweet Treasures Home has also become a source for interior designers, to whom Johnson offers services at a discount, as well as for realtors who have called on Johnson for staging services and preparing homes for open houses.
“Diversifying our services has allowed us to weather the ups and downs of our retail business and stay in Bixby Knolls,” explained Johnson. “Our business continues to evolve in response to what our customers are telling us they want.”
This evolution includes bringing in different retail lines to test what is popular. Since opening two years ago, Johnson has increased her inventory of vintage and vintage-inspired items. One of the most popular recent additions has been vintage-inspired crosses. “I can barely keep them in stock,” said Johnson.
Vintage linens, towels and napkins are also popular, as well as lovely linen-water spray, that may be used instead of starch for ironing, or simply to freshen sheets between washes.
Sweet Treasures is not only a locally owned business, but it is a family affair. Johnson’s sister Vanessa Camacho has been working with Monique for the past four years and is a driving force behind some of the expanded product lines, including luxury bath and body products, which includes a new line of bath gels and lotions that are sold in vintage decanters. They are also testing an expansion into select gourmet food products.
“Our vision is to grow Sweet Treasures Home into a local alternative to Z Gallery, Crate and Barrel and Pottery Barn,” said Johnson. “We keep reinventing ourselves to establish a niche that works in this neighborhood.”
With a superb eye for value, trends, merchandising and a willingness to get to know their customer’s preferences, Johnson and Camacho are proving that even in an uncertain economy, its possible to keep moving forward with a vision for the future. And for Sweet Treasures Home, an important part of that future is what has been created in the past , whether discarded furniture or customer satisfaction.

For those looking for a little extra fancy with their feast or for a place to celebrate the beginning of a new year, Delius offers an upscale sanctuary for people looking to eat, drink and be merry.
Located at its new location in Signal Hill, the restaurant and bar moved in July from its Long Beach location, where it had been for the last three decades. The move was one newest Delius owner Dave Solzman was happy to make.
“We moved to be in a better location,” said Solzman. “We’re excited to be in Signal Hill and have been well received [by residents].”
Solzman, who seized the opportunity to rebuild his restaurant from scratch, made a few extra improvements to go with the address change. Along with the new location, Delius also offers lunch and has a full bar, something the specialty restaurant has never had before.
“We specialize in prix-fixe, which is French for ‘price-fix’ and is very common in Europe,” Solzman stated. “You get one meal for a certain price and it is usually a multi-course meal. It’s kind of what we’re known for.”
Delius turns dinner into an elegant production with its seven course prix-fixe menu, served in the restaurant’s luxurious private room which is specially designated for the occasion. According to Solzman, a typical prix-fixe meal starts with hors d’oeuvre and an appetizer course, soup, a first course preceding the main course, then a fruit and cheese plate and finishing off the meal with dessert.
“The menu also changes every two weeks and the proportions are sized small, so it’s not like eating seven entrees,” said Solzman.
After working in the restaurant industry for many years, Solzman is very pleased to give the residents of Signal Hill and Long Beach a piece of Europe on a plate.
“People who dine over there [in Europe] do more than just go out to eat, it’s the entire evening’s entertainment,” he said. “It’s not something you do before going somewhere; it’s what you’re going to be doing for the evening.”
Delius is now taking reservations for its New Year’s celebration, which takes place on Monday, Dec. 31 from 8 p.m. to midnight. Guests requesting the restaurant’s prix-fixe room must make reservations at least 24 hours in advance. For reservations and more information, call (562) 426-0694 or visit www.deliusrestaurant.com.