Founded in 1979 by Heinrich Schmid in the heart of St. Moritz, La Serlas quickly became a treasured destination for the world’s elite.


A celebrated collaboration with esteemed art dealer Peter Zervudachi further elevated its reputation. As the clientele expanded, Heinrich brought La Serlas to Bahnhofstrasse, Zurich’s premier luxury avenue in 1992. The house continued to captivate with rare, one-of-a-kind creations, often crafted in partnership with master artisans Atelier Cavalli and Crincoli.
In 2025 La Serlas opened its doors to a charming new boutique and atelier in the heart of Zurich, overlooking Bahnhofstrasse.
It is led by Heinrich and his son Christopher, who has honed his craft from a young age under his father’s guidance.

Christopher’s journey through the gem trade, from the bustling markets of Asia to the refined ateliers of Europe and the sharp dealers on 47th Street in New York, has not only deepened his expertise but also secured him direct access to the world’s most sought-after stones.
Building upon the powerful network his father established, he has expanded it even further, forging connections to the most exclusive sources for truly exceptional gems. He continues to curate and create exceptional jewelry with a deep affinity for aesthetics.
At the heart of La Serlas lies its greatest passion: the gemstone
Each stone holds a story, a journey through time, earth, and craftsmanship, waiting to be transformed into a masterpiece. Sourcing untreated, certified, and ethically acquired gems, La Serlas is dedicated to bringing the rare and exceptional directly to you.
Whether discovering a unique treasure from our collection or crafting your dream design, we invite you to experience jewelry at its finest—bespoke, timeless, and truly one of a kind. The past made them perfect—now, they are yours to discover.