A Legacy of Craftsmanship and Passion
The story of Azalia Jewels spans over 40 years and three generations, evolving from a humble workshop to an esteemed fine jewelry boutique in the heart of Athens. Rooted in Hellenic heritage and exceptional craftsmanship, our journey has been extraordinary—and the best part? The story keeps getting better.
In the 1970s, Konstantinos Kritselis inherited his father’s passion for jewelry. A self-taught jeweler, he set up a small workshop to create unique, handcrafted pieces inspired by Ancient Greek culture.
With a vision to blend history with craftsmanship, Konstantinos opened his first store in Athens, just under the Acropolis. He named it “Takis Jewelers” in honor of his father.
A New Era of Design
Recognizing the need for more wearable and contemporary jewelry, Konstantinos adapted to fashion trends while preserving traditional techniques. He collaborated with master goldsmiths to craft pieces that combined modern elegance with ancient artistry.
Establishing a Reputation
By the 1990s, Takis Jewelers had flourished into a well-respected name in the jewelry industry. The store expanded, offering a wider selection of fine jewelry, and gained recognition from international clients.
Growth and Innovation
With a growing clientele, the boutique underwent a major renovation, elevating the shopping experience. It quickly became one of the most recognizable jewelry destinations in Athens, known for its impeccable service, craftsmanship, and exclusive designs.
A New Generation Joins
Panos Kritselis, Konstantinos’ eldest son, was captivated by the world of jewelry. After completing his marketing studies in 2009, he joined the family business. His passion for artistry led him to study jewelry design in Florence in 2010, refining his skills and deepening his understanding of fine aesthetics and craftsmanship.
A New Identity
Azalia Jewels
Recognizing the need for a fresh identity that reflects the brand’s evolution, Panos Kritselis led the rebranding of Takis Jewelers to Azalia Jewels. This transformation embraced the brand’s heritage, artistry, and modern vision, solidifying its reputation as a premier destination for handmade Greek jewelry, blending elegance with contemporary design.
Ένα λαμπρό μέλλον
Today, Azalia Jewels continues to craft timeless pieces that celebrate Greek heritage, unparalleled quality, and artisanal mastery. With a commitment to excellence and innovation, our journey is one of passion, creativity, and an unwavering dedication to the art of fine jewelry.
As we look ahead, our mission remains clear—to honor our legacy while shaping the future of fine jewelry, ensuring that every piece tells a story of elegance, tradition, and exquisite craftsmanship. In 2024, a new chapter began as Elena Kritselis joined the family business, bringing fresh energy and perspective to Azalia Jewels. With her addition, we continue to evolve, blending tradition with modernity as we move toward an exciting future.
