30 Years of Jewelry

In 1978, Gene Dente founded Serengeti Company with his brothers Vincent and Steven. Consequently, Kathleen and Vincent moved to San Luis Obispo in 1985 where they began their own gem business called Rock Soup Trading Company, which was later changed to Serengeti West. The name of the store was taken from the East African plains, which is home to the gemstone mines Vincent and his brothers visited almost three decades ago. After Vincent’s passing in 1996, Kathleen assumed operation of the store.

For over 30 years, Serengeti West has provided caring and knowledgeable customer service with an emphasis on exclusive designers, exceptionally rare gemstones, and Ideal Cut Diamonds. Serengeti West continues to evolve and grow, but what still resonates after twenty years are Vincent’s ideals.