Our Story

From the founder

Hi there! I'm Brooke Gabrielian, founder of Falling for Dainty. I started FFD as a creative outlet in 2018. I have always loved DIY'S, scrapbooking, and creating art. Making jewelry was so fun for me because I could incorporate what I made with my favorite stones and then wear it after. After months of mastering my skills, I started to sell the jewelry I made. This quickly turned into a passion of making high quality, affordable jewelry that made women feel beautiful and confident. The best part of it all, is the connections my work has allowed me to make and the amazing people that I have met along the way.

Since then, falling for dainty has grown in ways I never could have anticipated, and I attribute our success to our amazing customers and team (Hailey and Devon you rock). So, thank you for being here and supporting my small business!

xoxo, Brooke

The brand and values

Falling for dainty is a fine and semi-fine contemporary jewelry brand that bridges the gap between quality and affordability. Our collections are a blend of our own handmade jewelry, custom designed styles, and carefully curated pieces. We also specialize in permanent jewelry and are proud to say we are Sonoma County's first original permanent jeweler.

From using top-quality materials to our customer-centric focus, we treat every interaction and decision with integrity and transparency. Our ultimate goal is your customer satisfaction. Equally, creating jewelry that lasts, and reducing the impact in the fast-fashion industry is of high value to us. 

It takes a village

When they say it takes a village, it truly does! From starting out in 2018 with long days and nights doing markets every weekend, to November 2022 when I decided to open a storefront in my hometown of Healdsburg, Cameron was there with me along the entire way. So, this is a thank you, to my amazing fiancé Cameron, I could not have done it without you.

He brought my designs and vision to life and built me the storefront of my dreams. If you haven't been to the shop yet, come say hi and check it out. Right when you step in, you feel like you're in a fairytale. It truly is quite dreamy and makes for the perfect stop on your Healdsburg getaway weekend trip.