30 Years of Jewelry

Our Store’s History

Serengeti Company was founded in 1978 by Gene Dente and his brothers Vincent and Steven. Because Vincent and his wife Kathleen moved to San Luis Obispo in 1985, they began their own gem business called Rock Soup Trading Company. Later, the name would be changed to Serengeti West in honor of the African gemstone mines that the Dente brothers visited together.  As a result of Vincent’s death, Kathleen assumed operation of the store in 1996.

Above all, the store provides caring and knowledgeable customer service. The focal points of the business are exclusive designers, exceptionally rare gemstones, and Ideal Cut Diamonds. Serengeti West continues to evolve and grow over time, but what still resonates after thirty years are Vincent’s ideals.