About us

A LITTLE ABOUT US

Founded in 1980

Heinrich Schmid founded La Serlas in St. Moritz across from the glamorous Palace hotel. La Serlas grew in popularity in part due to a collaboration with esteemed art dealer and connoisseur Peter Zervudachi. During the 80s and early 90s the VIP’s from across the world met at La Serlas and found exceptional jewels, art and antiques. In 1992, Heinrich Schmid, brought the business to Zurich’s main shopping street, Bahnhofstrasse. The collaborations with Atelier Cavalli and Crincoli started shortly after and La Serlas dazzled its clients with one-of-a-kind pieces they could not find at the brands. The focus remained to work with rare and exceptional pieces involving untreated, certified top quality gems.

La Serlas has put together an incredible collection of jewels over the last 40+ years and Heinrich and his son Christopher are excited to share with you.

Contact us for a consultation and meet us in the office to discover our collection or discuss your dream design.

Get in touch

In-house jewelry - why it works for us

Having moved from the main street to a cozy office we source our stones ethically and at the true market value and create the jewelry in house, allowing you to pay a fair price. Rather than investing in marketing and a retail space, we look to give you the most value for your purchases. Discuss and exchange your ideas with us in a discrete environment while discovering our unique collection.

Our passion guides you to the best

Our worldwide network in the industry and finest Swiss craftsmanship will help you create and find your perfect jewel. Whether you find a modern or antique piece in our collection or design the entire piece with us, we will guide and advise you through the entire process.