Isn’t it great when nice people get recognized! That’s what happened when the Angels-Murphys Rotary Club recognized Firefall Jewelers of 1259 S. Main in Angels Camp as the Small Business of 2006. Paul Coca Sr. said the award came as a complete surprise. "I don’t even know who nominated us. We belong to the Chamber of Commerce and Angels Camp Business Association but I haven’t a clue."

It wasn’t a surprise to me. The Rotary has a philosophy that is a guide for business and professional lives. "Of the things we think, say or do: 1. Is it the TRUTH? 2. Is it FAIR to all concerned? 3. Will it build GOODWILL and BETTER FRIENDSHIPS? 4. Will it be BENEFICIAL to all concerned?" These questions are a direct quote from the Rotary International Web page. I had the privilege of meeting the family Paul Coca Sr., Paul Coca Jr., his sister Sasha Coca and wife Noreen Coca Sr. last year. It was during the Christmas rush. They were swamped and yet took the time to talk to me. I was impressed. I took my business there later myself. Not only are the Coca’s nice people, their employees fit right in. Dolo Eddie is a new employee and Aldonna Cloud has worked with the family for two years. They reflect the warmth and caring for the customers’ needs that is part and parcel of this family business.

The Small Business Award was granted as Firefall Jewelers made a move to a different location. I asked if the move was difficult and all agreed that it was hard, as the present store had to be completely renovated. It went from a clothing store to suit the different requirements of a jewelry store. The blended colors on the walls and the décor are perfect. There is even a raised consultation area. Customers can see the various pieces they are interested in and discuss the pros and cons of a purchase in a somewhat private location.

There is much to learn about the purchase of precious stones or a piece of fine jewelry. Paul Coca Sr. has over twenty years of experience and the entire family has a passion for the business. Paul Coca Jr. followed in his father’s footsteps and become an expert in fine stones himself. The pair makes regular trips to Antwerp Belgium to pick out the finest diamonds for Firefall customers.

Anyone, who appreciates ‘one-of-a-kind’ handmade pieces of excellent quality, should visit the store. If the customer is looking for an heirloom piece Paul Coca, Sr. will satisfy your dreams. Each time I’ve visited the store he has shown me a piece he designed and hand made himself. So, if you’re looking for something special for a June bride, or a loved one with diploma in hand, ready to face the world, go to Firefall Jewelers in Angels Camp at 1259 South Main Street. The hours are 10:00 a.m. to 6:00 p.m., weekdays; and 11:00 a.m. to 5:00 p.m. Saturdays. Firefall Jewelers is closed on Sundays. Phone (209) 736-1550 for more information. Your antique pieces can be restored and a piece can be personalized with hand engraving. You name it and the equipment and expertise are there to suit your needs.