ABOUT US

We are a casual, Latina-owned jewelry store in Winston-Salem, NC. Established in 1994, we are the state’s first jewelry business under Latina ownership. We manufacture, wholesale, and retail jewelry, among other services. We are also a proud A+ BBB accredited business with membership at the Winston-Salem Chamber of Commerce, National Pawnbrokers Association, and The Jewelers Board of Trade. With us you can:
-Buy, sell, and pawn gold
-Repair jewelry and order custom jewelry
-Transfer money worldwide
-Cash checks
-Pay bills
We serve our community by offering a variety of services and products along with the best customer service. Drop by to say hello, shop for a loved one and/or complete your weekly to-do list!

DELIA ALVARADO

Was raised on farms across North Carolina and Florida. It was on these farms that Delia learned to pick tobacco, cucumber, beet, oranges and many other fruits and vegetables alongside her family. One of Delia’s earliest memories about gold jewelry involves her mother Maria Luisa. 

Maria Luisa began purchasing gold jewelry for her children before the family immigrated to the U.S. Because the family was always on a tight budget, gold jewelry was purchased on payment plans from door-to-door salesmen. As a young adult, Delia began selling gold jewelry in North Carolina. 

The first gold jewelry inventory of 1993 numbered four pieces and was sold door-to-door. By 1994, Delia had a variety of gold jewelry and was able to rent a booth at a local flea market in Hamptonville. Alvarado Jewelry was incorporated and moved to a stand-alone building in Winston-Salem in 1996. A year later, the business moved a few blocks down the road to where the store still stands today.

Delia always keeps an eye out for service opportunities to make customers’ lives easier. In 2000, Alvarado Jewelry began providing money transfer, gold pawn and buy, and gold repair services. By 2005, the Bill Payment and Check Cashing Centers were established.

While Alvarado Jewelry offers many services, Delia’s favorite business activity is helping customers find the perfect gift for special occasions!

COMMUNITY

Located in the heart of Winston-Salem’s vibrant Latino business community, we are continuously finding ways to support our neighbors and visitors. We engage and support our community through sponsorships, scholarships, and donations.

To advance healthy living via sport, we sponsor several soccer teams every year ranging from private school to street soccer teams. To support educational advancement of the Latino community, we established an academic scholarship at the Hispanic League and an in-house scholarship program for employees. To support our state’s police force, we donate to the North Carolina Association of Chiefs of Police. We are also partnered with the Second Harvest Food Bank of NW NC to mobilize efforts for our western neighbors in need of food security following Hurricane Helene, please click here to donate.