One of Scotts Valley’s most sparkling holiday destinations is preparing for its biggest two shopping days of the year. On Dec. 22 and 23, William Greene Fine Jewelry Design will host its annual Holiday Celebration Sale, running from 9 a.m. to 6 p.m. both days.
The event has become part of the Greenes’ holiday tradition, blending Christmas with a family craft that has been passed down for generations. The shop has been helping customers find precious gifts and restore heirlooms for 40 years, and the annual sale is the time when that tradition and the season come together. For Willy and Lily Greene, it is cherished opportunity to see friends, long-time customers and first-time visitors.
William Greene with wife Lily, son Kingsley and dog.
Owner and second-generation goldsmith William “Willy” Greene was introduced to the art of jewelry making at an early age by his father, Bill Greene, and was already changing watch batteries at 5 years old. Willy spent his childhood in the shop, gradually learning the craft through hands-on experience with his father, a process he describes as his family inheritance rather than his formal training.
“I’m repairing, restoring, and designing jewelry for the next generation of my parent’s customers,” Willy said. “Just like jewelry can be passed down to the next generation, I’m passed down the family tree as their jeweler.”
In 2014, Willy’s wife, Lily, joined the family business, initially observing and assisting while learning the craft herself. Over time, she developed her own expertise and now works alongside her husband at the jeweler’s bench.
“My specialty is custom bridal jewelry, especially engagement rings,” Lily said. I have a keen sense of a customer’s vision and their desire to be a part of the design process. With their style and preferences in mind we are able to create a unique, elegant yet wearable ring that will maintain its beauty for a lifetime”
Willy’s strength lies in creating complex, artistic, and custom pieces. The differences in their skills complement one another, allowing them to offer a wide range of services, from repairs and restorations to custom designs. “It’s amazing I get to work with my best friend,” Willy said. “Our love, care and passion for each other is special and that is reflected in our work. You can see and feel it when you come into the shop. We love each other, work well as a team, and take pride in what we do.”
Their 3-year-old son, Kingsley, loves to join them in the shop, exploring the tools and asking questions about how each one is used.
“He’s super mechanical,” said Willy. “He’s my sidekick. When he comes in, he wants to check everything out.”
For the Greenes, these moments are a small but meaningful way of continuing the family tradition, introducing Kingsley to the craft they love.
The annual Holiday Celebration Sale is timed to coincide with the busiest part of the season, providing shoppers with an opportunity to make meaningful selections in the days just before Christmas. The sale highlights the combination of holiday spirit and family craft, reflecting the shop’s dual focus on tradition and skilled workmanship.
To accommodate the pre-holiday rush, William Greene Fine Jewelry Design will have extended hours, open daily from Dec. 9 through Dec. 23, 9 a.m. to 6 p.m. This ensures that customers have multiple opportunities to visit the shop, ask questions, and work with the Greenes on jewelry gifts, repairs, or custom designs before the holiday.
For Willy and Lily Greene, the Holiday Celebration Sale is more than a commercial event — it is a continuation of a family legacy, combining Christmas tradition with their family craft. Whether customers are purchasing gifts, repairing heirlooms, or commissioning custom pieces, the event provides an opportunity to participate in a tradition that spans generations.
William Greene Fine Jewelry Design is located at 245 Mt. Hermon Rd., Suite Y, in the Scotts Village Shopping Center. Regular Hours: Tuesday thru Friday, 10 a.m. – 5 p.m. | Saturday 11 a.m. – 3 p.m.
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Event Details
William Greene Fine Jewelry Design Annual Holiday Celebration Sale
Sunday and Monday, Dec. 22–23 | 9 a.m. to 6 p.m.
The Greene family will be on hand to assist with jewelry gifts, repairs, restoration, and custom designs.