40 Years of Lugaro

A Legacy Built One Relationship at a Time.

Originally published in Iconic Concierge, Summer 2026.

“This story isn’t about expansion. It’s about the people who made it possible.”

Every Family Business Has a Beginning

For Lugaro, it began not with a showroom, a diamond, or a luxury timepiece, but with a young man arriving in Canada in 1976 carrying one suitcase, a guitar, and a determination to build a better life.

Born and raised in Lebanon with Armenian roots, Steve left everything familiar behind during the Lebanese Civil War. Like many newcomers, he started over from scratch. He taught music, studied accounting and marketing, and slowly began building relationships in an industry that would ultimately change the course of his life.

In 1981, alongside his friend Vic Horozian, Steve co-founded Seca Gems, a wholesale gemstone and manufacturing company serving retailers across Canada. A few years later, after marrying his then-wife, Clara, the business took another important step forward. While Steve travelled tirelessly across Western Canada building supplier and retailer relationships, Clara became instrumental in developing the retail side of the business, creating the warm client experience that would later become synonymous with Lugaro.

Together, they opened the first Lugaro boutique in December 1986. Neither of them could have imagined what that small boutique would become.

Today, forty years later, Lugaro has grown into one of Western Canada’s leading luxury jewellers. The company continues to expand under the leadership of the next generation, with a new boutique in Calgary, three new boutiques at Oakridge Park, including Omega and Jacob & Co., and a landmark expansion of its Victoria location featuring an enlarged Rolex boutique, Western Canada’s largest Rolex Service Centre, expanded Omega, Cartier and IWC boutiques, and what will become Western Canada’s largest jewellery store within its historic Government Street building.

Yet, after spending time with Steve and his children, George, Jack, and Sevan, one thing becomes abundantly clear: This story isn’t about expansion. It’s about the people who made it possible.

A family business shaped by integrity, relationships, and the values carried into its next generation.

The Work No One Saw

When people walk into a beautiful jewellery boutique, they see polished showcases, exceptional craftsmanship, and generations of trust. What they don’t see are the years that came before.

Steve remembers driving from Vancouver through British Columbia’s Interior and across Western Canada, spending days on the road visiting jewellery stores one by one, building Seca Gems account by account. He worked nights, weekends, and whenever the business demanded it. There were no shortcuts.

“I wanted to focus on timeless jewellery, natural diamonds, coloured gemstones, and quality craftsmanship,” Steve says. “Customers deserved expertise rather than a little bit of everything.”

That philosophy never changed. While the industry evolved around him, Steve remained committed to authenticity: natural diamonds, genuine gemstones, Swiss watches, and relationships built on honesty rather than salesmanship. For him, reputation was always worth more than quick success.

Growing Up Lugaro

George didn’t learn those values in a classroom. He lived them.

One of his earliest memories isn’t of jewellery at all. It’s of falling asleep in a sleeping bag on the floor of his father’s downtown Vancouver office while Steve worked late into the night.

As a child, it felt like an adventure. Looking back, he sees something very different.

“What people didn’t see were the long hours, the risks, and the constant pressure that comes with building something from nothing,” George says. “My father wasn’t just opening stores; he was building a reputation one customer at a time.”

Only after joining the business himself did he fully understand those sacrifices.

“It wasn’t until I entered the business that I appreciated the time away from family, the financial risks, and the responsibility he carried every day.”

When asked what his father taught him, George doesn’t mention jewellery. He talks about character.

“My father never needed to give long speeches about work ethic or integrity,” he says. “He demonstrated those values every day.”

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A New Generation, the Same Values

Although George and Jack bring different strengths to the company, they share a deep respect for the values that shaped Lugaro.

For Jack, leadership means investing in people by developing talented teams, empowering employees, and never losing sight of the customer. His focus has been on modernizing the business while preserving the principles that have guided it for four decades.

Over the past several years, Jack has helped lead many of Lugaro’s largest initiatives, introducing new systems, overseeing operational growth, and bringing major projects from concept to reality. As Lugaro enters its next chapter of growth, from Calgary to Oakridge and Victoria, his vision remains rooted in the same values that built the company.

He also believes today’s luxury client has changed.

“Customers are more educated than ever,” he explains. “They value authenticity, transparency, and exceptional experiences. There’s no room to underdeliver.”

George sees the future through a similar lens.

“Our unwavering commitment to integrity, exceptional service, and meaningful relationships should never change,” he says. “The foundation of trust, authenticity, and craftsmanship that has defined Lugaro for forty years should never waver.”

For their sister Sevan, those values were formed long before she officially joined the business. Some of her earliest memories are of watching her parents pour their hearts into Lugaro, where family life and business were never truly separate.

“My strongest memory is seeing how much love and dedication my parents poured into the business every single day,” she says. “Lugaro was an extension of our family dinners, celebrations, and our upbringing. I grew up watching customers become lifelong friends, and seeing the trust that was built over generations. It taught me that success isn’t only measured by what you create, but by the relationships and memories you help create within your community.”

Those experiences continue to shape her vision for the future. She believes Steve’s greatest lesson wasn’t about jewellery, but about people.

“My father has always led with integrity, hard work, and genuine care for customers and coworkers,” she explains. “My parents had the vision and confidence to help transform the Canadian diamond industry. The value I feel most responsible for carrying forward is his commitment to excellence while never losing sight of the human side of the business.”

When asked what she hopes clients remember after visiting Lugaro, her answer reflects the same philosophy that has guided the family for four decades.

“Fine jewellery celebrates life’s most meaningful connections, and Swiss timepieces mark moments in time. We have the privilege of being part of both. Beyond the handcrafted pieces, I hope people leave feeling welcomed, valued, and cared for like family. That sense of warmth and trust is what has defined Lugaro for forty years, and what I hope continues for generations to come.”

Together, George, Jack, and Sevan represent three different perspectives, but one shared purpose: preserving the culture their parents built while leading Lugaro confidently into its next chapter.

What Legacy Really Means

Ask Steve what makes him most proud, and he doesn’t begin by talking about boutiques, brands, or business milestones. He talks about people. The employees who have spent decades growing alongside the company. The clients who have trusted Lugaro to be part of engagements, weddings, anniversaries, graduations, and life’s most meaningful celebrations. The families whose stories have become intertwined with his own.

That philosophy extends to the way Lugaro develops its leadership. Steve never believed leadership should come from outside the company. Instead, he believes in recognizing potential, investing in people, and developing leaders from within. Many of Lugaro’s managers and senior team members began their careers in junior roles, growing alongside the company over many years. For Steve, leadership isn’t hired. It’s nurtured.

“When you prepare your people, educate them, and trust them to make decisions,” he explains, “the business becomes stronger than any one individual.”

It’s a philosophy his children have witnessed throughout their lives and one they continue to embrace today. When George reflects on his father’s journey, one word comes to mind: “Courage.”

“Leaving everything familiar behind and starting over in a new country takes an incredible amount of faith and determination,” he says. “The success of Lugaro is remarkable, but what inspires me most is the journey itself: the perseverance, the sacrifices, and the unwavering commitment to building a better future for our family and the community we serve.”

Nearly fifty years after arriving in Canada with a suitcase and a guitar, Steve’s legacy isn’t measured in carats, boutiques, or square footage. It lives in the trust earned over four decades, in the people who built the company alongside him, and in the employees who were given the opportunity to grow into leaders. Today, it continues through the next generation, who understand that while jewellery may mark life’s milestones, relationships are what truly endure.

Perhaps that’s why Lugaro has never simply sold jewellery. For forty years, it has been helping families celebrate their stories.

And that, more than anything else, is the legacy Steve set out to build.

Gift Guide

Ruby & Diamond Necklace

18K yellow and white gold ruby and diamond necklace featuring a 1.01 carat pear-shaped De Beers Forevermark diamond, accented by 7.92 carat total weight natural rubies and 3.74 carat total weight round brilliant cut diamonds. Includes a De Beers Forevermark certificate.

CAD $21,600

Forevermark Five Stone Ring

18K white gold ring featuring a 2.01 carat GIA diamond, accented by 1.34 carat total weight De Beers Forevermark diamond. The ring includes a GIA diamond certificate and 4x De Beers Forevermark diamond certificate.

CAD $42,500

Forevermark Infinity Bracelet

De Beers Forevermark Diamond Infinity Link Tennis Bracelet in 18K Gold 8.71 Carat TW

CAD $30,500

Aquamarine Diamond Studs

14K yellow gold aquamarine and diamond round stud earrings featuring 1.45 carat total weight round aquamarines, accented by 0.85 carat total weight round brilliant cut diamonds.

CAD $2,000

Men’s 18K Yellow Gold Signet Ring with Emerald and Diamond Accents

Mens Emerald Shield Eing

18K yellow gold signet ring featuring a 7.06 carat emerald, accented by 0.60 carat total weight round brilliant cut diamonds. Crafted as a bold statement of refinement and prestige, this exceptional ring is currently available in size 10.

CAD $42,000

Men's Diamond Pave Signet Ring In 18K White Gold

Black Rhodium Diamond Signet Ring

18K white gold signet ring featuring 1.38 carat total weight round brilliant cut diamonds. Enhanced with a deep black rhodium finish, the contrasting dark backdrop intensifies the brilliance of each diamond, creating a bold and modern statement. Ring is currently available in size 10.

CAD $6,200

Black Diamond Dog Tag

18K white gold men’s dog tag pendant featuring 7.78 carat total weight natural black diamonds. Enhanced with a deep black rhodium finish to intensify the brilliance of the pavé-set black diamonds, creating a bold monochromatic statement.

CAD $10,900

Canadian Desert Diamond Pendant

18K yellow gold men’s pendant featuring 6.00 carat total weight Canadian Desert Diamonds, accented by 3.00 carat total weight black diamonds. Finished with deep black rhodium to enhance the diamonds’ brilliance and contrast. Includes a Canadian Gemological Laboratory certificate.

CAD $19,500

Jacob & Co. Epic X Chronograph Messi in 18K White Gold

Limited to 36 pieces worldwide

A tribute to one of football’s greatest icons, the 47mm Jacob & Co. Epic X Chronograph Messi is crafted in 18K white gold and Grade 5 titanium, accented by a bezel set with 36 baguette-cut diamonds (4.55 carat total weight). Powered by the exclusive JCAA05 skeletonized self-winding chronograph movement with a 48-hour power reserve, it features a blue mineral crystal dial highlighted by Messi’s signature No. 10 in red. A perforated rubber strap ensures exceptional comfort, while the sapphire caseback is engraved with Messi’s signature, completing this extraordinary collector’s timepiece.

CAD $255,000

Streamliner Alpine Drivers & Mechanics Editions Set

Limited to 200 sets worldwide

Created in partnership with Alpine Motorsports, the H. Moser & Cie. Streamliner Alpine Drivers & Mechanics Editions celebrates the precision and teamwork behind the world of racing. This exclusive collector’s set pairs the Streamliner Alpine Drivers Edition, powered by the skeletonized HMC 700 flyback chronograph movement, with the innovative Streamliner Alpine Mechanics Edition, a digital timepiece inspired by the pit crew. Presented together in a single case, each watch reflects signature racing design elements, making this limited-edition set a remarkable fusion of performance, innovation, and Swiss craftsmanship.

CAD $101,500

Jacob & Co. Fleurs De Jardin in 18K Rose Gold

A celebration of haute horology and haute joaillerie, the Jacob & Co. Fleurs De Jardin transforms a timepiece into a miniature blooming garden. Crafted in 18K rose gold, the 42.5mm case is accented with brilliant diamonds, while the white mother-of-pearl dial comes alive with rotating gemstone flowers set with pink sapphires and blue topaz. At its heart, the hand-wound JCAM31 calibre features a mesmerizing flying tourbillon and a 48-hour power reserve, showcasing exceptional mechanical artistry beneath a sapphire crystal. Finished with a white alligator leather strap, this extraordinary creation is a true collector’s masterpiece, blending technical innovation with breathtaking beauty.

CAD $462,000

H. Moser & Cie. Streamliner Two Hands 28mm

Redefining elegance in a compact form, the H. Moser & Cie. Streamliner Two Hands 28mm proves that simplicity is the ultimate sophistication. Crafted in stainless steel, it features a mesmerizing Burgundy fumé frosted dial that captures and transforms light with every movement. Powered by the automatic HMC 410 calibre with a 60-hour power reserve, this refined timepiece pairs the iconic integrated Streamliner bracelet with an understated two-hand display, creating a modern expression of everyday luxury.

CAD $37,700

40 Years of Lugaro

40 Years of Lugaro

A Legacy Built One Relationship at a Time.

“This story isn’t about expansion. It’s about the people who made it possible.”

Every Family Business Has a Beginning

The Work No One Saw

Growing Up Lugaro

A New Generation, the Same Values

What Legacy Really Means

Gift Guide

Ruby & Diamond Necklace

Forevermark Five Stone Ring

Forevermark Infinity Bracelet

Aquamarine Diamond Studs

Mens Emerald Shield Eing

Black Rhodium Diamond Signet Ring

Black Diamond Dog Tag

Canadian Desert Diamond Pendant

Jacob & Co. Epic X Chronograph Messi in 18K White Gold

Streamliner Alpine Drivers & Mechanics Editions Set

Jacob & Co. Fleurs De Jardin in 18K Rose Gold

H. Moser & Cie. Streamliner Two Hands 28mm

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