Raging wildfires have ravaged Southern California for centuries. In the wilderness – forested mountainous regions – pre-1800, approximately 10 million acres burned annually. Part of a beneficial ecological cycle, the fires cycled soil nutrients and cleared space for new plants. More recently, native Californians have mimicked this natural cycle by regularly setting smaller controlled burns, allowing the natural wildfires to run their course, decreasing the amount of flammable underbrush and so minimizing the impact of vast uncontrolled fires.
Enter civilization. SoCal is one of the most densely populated urban areas in the US (7000 residents per square mile in the greater LA area), and one of the most affluent – the average price per home in Pacific Palisades is $4 million. Featuring some of the most coveted real estate in the world – from Beverly Hills to Malibu, Hollywood to Bel Air – the area is coveted by A List celebrities and features world class icons, such as the legendary “Hollywood” sign.
Worlds collided in early January 2025 when this dense urban expansion met the vast wilderness natural habitat, primed by recent drought conditions and an accumulation of dry underbrush vegetation – two incompatible ecosystems – resulting in disaster.
Fueled by the hot raging Santa Ana winds, blowing in from the desert at speeds up to 100 mph, LA was a tinder box – a conflagration waiting to happen. The tiniest spark, ignited by an electrical glitch, or in one reported case, actual arson, traveled rapidly over distances up to two miles, setting everything in its path ablaze.
“The Palisades Fire (ground zero for several of the largest fires) was one of the most destructive natural disasters in the history of LA,” according to Fire Chief Kristin Crowley. Ranging over 57,000 acres, over a period of several weeks, the overall damage was recently estimated at over $50 billion according to the Wall Street Journal. 212,000 residents were evacuated, 18,000 structures were destroyed or damaged, and at least 29 lost their lives, some while staying behind trying to save their homes and businesses.
The speed of the fires’ expansion as well as the complete devastation in some areas was almost incomprehensible. Dallas Prince, the internationally celebrated jewelry designer, shared with us, “On Tuesday, January 7, my day began at 5:45 am preparing for three remote appearances on QVC2 from my home in Santa Monica, CA. Shortly after my first appearance, my husband, headed for downtown LA, called about a possible fire on Santa Monica. Immediately turning on the news I realized the fire was in Pacific Palisades, just adjacent to our home. By the time I finished my next on-air appearance on QVC, the plume of smoke was enormous and blowing directly overhead. Multiple fires were now active, the devastation being reported on every channel. This was the first time in 30 years we knew it could reach our home. No one could predict the next 48 hours.”
“We lost power for the next 20 hours, but had cell phone reception, reaching out to family and friends as we packed to evacuate, aware that we would leave everything else behind. Miracles do happen. The outrageous winds that fueled the fires turned toward the ocean and stopped one mile from our neighborhood, an evacuation area. We stayed up all night waiting for the mandatory evacuation, but it remained just 10 blocks away. Los Angeles will never be the same, and much of the devastation is likely to never be rebuilt.”
Others were not as fortunate. Five stores that burned to the ground include: Jaimie Geller’s Jewelry Boutique, Elyse Walker’s flagship store on Sunset Boulevard, JJ Martin, which was preparing to open their first US store, La DoubleJ Jewelry, and David Tishbi Jewelry on Via de la Paz. Many other jewelers were affected. Tova Fagan in Malibu lost her home. Local jewelry stores that have closed until further notice include Ring Concierge in Century City and Catbird in Larchmont and Culver City. Sotheby’s temporarily closed its LA Gallery.
Jewelers are a closely knit family. The national response was immediate and heart-felt. Amanda Gizzi from Jewelers of America reached out to us, letting us know of the reopened Jewelers Relief Fund supporting jewelry businesses damaged from the devastating Southern California wildfires. “Our hearts are with our fellow jewelers who are affected. We hope the Jewelers Relief Fund will unite our jewelry community to lessen the burden of our fellow jewelers who may have a long road of recovery ahead.” Go to www.jewelers.org/relieffund for donations and to apply for support.
How else to help? Other organizations rallying support include the Red Cross, Direct Relief, LA Fire Department Foundation, and the ASPCA in LA County. Mejuri temporarily closed three of their LA locations and organized food drives. Rod Miyata offered to keep their customers’ jewelry in their safe until they are better situated. Eric Yen, the pearl wholesaler, posted incredible photos on Instagram, some taken by drones, showing entire neighborhoods leveled to the ground, with only ashes and rubble remaining. The extent of the devastation is breathtaking. #WildFireAid
Our industry rallies together in times of crisis, with jewelers reaching out to support others, strengthening bonds and our industry itself. There are plenty of opportunities to provide support, which is greatly needed. The outpouring of compassion has been as widespread and rapid as the fires themselves, perhaps the “golden lining” in this transformational event. In the words of Jaimie Geller, “We will pick up the pieces and rise like a phoenix.”
