About Us

A tribute to extraordinary craftmanship, to authentic made in Greece.

It’s been an extraordinary journey. And the best part, the story keeps getting better.

The story of Azalia spans over 40 years and 3 generations. From our humble workshop in 70’s to today’s ever-growing family of fine jewelry boutiques in the center of Athens. 

As from 2019, we are AZÂLIA Jewels.


For more than 2 Generations Azalia Jewels has built an unparalleled reputation
for service quality, expertise and hospitality.

The First Steps.

Konstantinos Kritselis took over the business from his father self-taught jeweler at the time setting up a company to manufacture and sell primarily in retail.


His desire to create unique high-quality jewelry combined with his love for Hellenic culture and ancient pieces of jewelry led to redesign and create reproductions of Ancient Greek jewelry.


Konstantinos establish his own store at Pandrossou street in Athens, exactly where it supposed to, just under the Acropolis.  The first store named “Takis Jewelers” Honoring Konstantinos’s father.

The 80's

According to his experience so far but also the idea that it’s time to make more wearable and enjoyable jewelry different from those they made so far, Konstantinos started to create new pieces according to the fashion trends to serve the need of his customers but always crafted by the traditional techniques.

On the Way

In this way, with his vivid imagination and the need to accomplish his aspirations and dreams Konstantinos brings on board the best goldsmiths with their unique work and incomparable craftsmanship. A few years later consolidated in the jewelry business and his unique pieces worn by people around the world.


The Athens store is booming. Takis Jewelry expands to include a vast selection of jewelry. Prominence and reputation allow Konstantinos to begin carrying renowned brands in his store.


Having achieved many milestones in his journey the now established jeweler felt the need of offering his loyal clientele a fresh shopping experience. Takis Jewelry receives a massive renovation and quickly becomes one of the most recognisable jewelry boutiques in Athens. 


Moving Forward

The excellent quality and vast variety of his designs as well as proper company management, soon brought results, as at the same time the renovation of the selling environment became a necessity in order to provide better customer service.

A Bright Future

On his way to achieve these his dreams, Panos stumbles upon the world of jewelry, where he finds his big passion and feels completely at home. Focused on exceptional quality and fine aesthetics, he dreams of stones of unparalleled glow, worked and bound in the most unique ways to only evoke elegance. With his vivid imagination running wild he needs to accomplish his aspirations and henceforth brings on board the best goldsmiths with their unique hands and top-notch craftsmanship.

Almost Fifty years later the story continues with some extra passion and love and full of ambitions to preserve this beautiful dream.

Panos K. Kritselis

New Blood

Panos Kritselis, Konstantinos older Son is curious about the jewelry business.

His passion grows as he spends time at the workshop learning everything he can about jewelry. Panos travels with his father to Italy, Vicenza to buy merchandise and meet the characters that populated the thriving jewelry industry.

In 2009 and after he finished his studies in marketing Panos start his journey in the field of jewelry joined his father’s business.

From the beginning the strong willed Panos shows his talent and in 2010 he decided to study jewelry design in Florence. This is how his love for artistry and creation was born.

His passion and vision follow the path of his family tradition and Panos becomes a jeweler specialized in design.

Jewellery is treasured, passed down through generations, given to friends. Bought and sold, lost and found, forgotten and rediscovered, re-set and redesigned – a continually evolving narrative.

Family Pic azalia