For three generations, Julianne’s Jewelry has remained a family-run business, evolving with the times while staying true to its roots.
The business began in the 1970s with Ed “Papa Ed” Stevens, who launched “Steven’s Jewelry” out of his garage. “People would just drive up and walk in through the back door,” said Alli Babb, co-owner of the shop today.
In 1992, Alli’s mother, Julianne Babb, joined her father-in-law as an apprentice, learning the jewelry trade while raising a young family. “He paid her $40 a day,” Alli recalled. “She gave $20 to the babysitter and kept the other $20.”
When Papa Ed retired in 1994, Julianne took over the business, moved it to her own garage, and renamed it Julianne’s Jewelry.
Like many iconic companies that began in garages — Apple, Amazon, Google — Julianne’s grew from humble beginnings. While it never became a tech giant, the shop found lasting success serving the Chico community.
Alli’s brother and co-owner, Bryan Babb, started learning the trade at 19. Though he explored other careers, including working as a sushi chef and considering firefighting, he eventually returned to jewelry-making. He earned a diploma from the American Jewelers Institute in Portland before fully committing to the family business.
Alli, meanwhile, pursued a gemologist degree from the Gemological Institute of America in San Diego. She later worked for a diamond wholesaler in San Francisco. In 2018, when their father became ill and their mother needed to care for him, Alli and Bryan purchased the business and relocated it to a storefront in Meriam Park.
“It was a tough decision. I cried the day I left San Francisco,” said Alli. “But coming home felt right. I loved Papa Ed, and I wanted to carry on what my mom built. We feel successful here — and that feels amazing.”
A Personal Touch
Julianne’s Jewelry is known not just for its products, but for its warm, inviting atmosphere. The store features vaulted ceilings, skylights, and cozy chairs, alongside glittering displays of rings, necklaces, and bracelets — many designed by Alli and handcrafted by Bryan.
Customers are greeted by Alli or store manager Shelby Hewitt, both certified gemologists. Two friendly dogs, Joey and Wren, add to the homey vibe, and Alli’s 10-month-old daughter Luisa is often seen at her side. Her 2-year-old daughter, Argentina, usually spends the day with grandma.
While Alli handles customer interaction and design, Bryan prefers working behind the scenes in the shop. Through a large window, customers can see him at work creating custom pieces or doing repairs. He particularly enjoys setting stones and tackling unusual requests.
“Sometimes people bring in their grandfather’s old teeth and ask us to remove the gold,” Bryan said with a smile. “That’s always fun.”
Alli describes herself as the more talkative sibling. “I love hearing the stories behind the jewelry people bring in. Bryan’s the quiet one — he likes fixing things and working with his hands. It’s the perfect partnership.”
Shelby Hewitt agrees. “Their brother-sister dynamic is classic. They balance each other out, and it makes this place special.”
Custom Creations and Trusted Service
Alli specializes in redesigning heirloom pieces into modern, wearable items. While most clients keep the original stones, the metal — whether gold, silver, or platinum — is often replaced with new, cleaner material, though the old metal can be reused upon request.
She uses CAD software to create digital models, then makes 3D wax molds to help customers visualize their custom designs. “People often struggle to describe what they’re imagining,” she said. “When they can see the design on screen and then in wax, it really helps them understand how the final piece will look.”
The store carries loose diamonds, and most custom ring clients choose lab-grown stones, which now outsell natural diamonds at Julianne’s.
Another unique aspect of the store is that all work stays in-house. Thanks to Bryan’s full-service shop, no jewelry is ever sent out. That level of control and transparency is key to building trust, said Alli.
“People can be nervous leaving something so important to them,” she said. “Knowing we handle everything here makes them feel more secure. Trust is everything to us. We’re honest, open, and always try to do our very best.”
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