Cappello & Co. Fine Jewelry
Fine Jewelry & Wholesale Diamonds in Belleair Bluff, Florida

About Us

The Cappello family started in the diamond business in 1981 in Highlands, NC, opening an estate auction gallery. The family operated auction galleries in Highlands, as well as Hilton Head, SC and Clearwater, FL.

With the knowledge gained from working in the auction business and through industry affiliations, Joe Cappello started traveling abroad to Antwerp, Belgium, and Israel, selecting and purchasing diamonds directly from the manufacturer. This enabled him to "cut out the middleman" as he opened up a wholesale diamond business supplying diamonds to stores throughout the Caribbean. Soon, a partnership was developed with a prominent jewelry manufacturer, and the two opened retail stores in the Caribbean, starting in St. Maarten, and eventually expanding to Ketchikan, Alaska. Recently, the Cappellos have sold out of their Caribbean operations to concentrate on their Seminole store.

The Cappellos have now been selling diamonds to Tampa Bay area residents for nearly two decades. We are a family run business; when you visit the store you deal directly with an owner. Our team of graduate gemologists and master jewelers have been designing and hand-making the bay area's most exquisite jewelry creations since our inception. We are well known throughout the bay area and beyond for our large, exotic, fancy-colored diamonds, as well as our white diamonds.

Our 25-plus years of experience and multi-million dollar inventory allows us to enjoy unprecedented buying power while keeping our overhead low. We thrive on customer service, and will see to it that you are completely satisfied with your experience at Cappello and Co.

If you are in need of cash, but a bank loan is not a viable alternative, please call us for more information or visit our loans website for more information at

Cappello & Company, Jewelry Stores, Seminole, FL