La Serlas

La Serlas is a fine jewelry house in Zurich with a boutique and atelier overlooking Bahnhofstrasse. It was founded in 1979 in St. Moritz and is led today by Heinrich Schmid and his son Christopher. Its English-language website has a dedicated Bridal collection of 27 pieces, mostly diamond engagement rings and earrings, and a bespoke service for couples who want a ring designed around a particular stone. The house's stated passion is the gemstone, and that is the reason to look at it: this is a place for couples who care about the stone first.

The Bridal collection

The Bridal page lists 27 products: 12 rings, 13 pairs of earrings, 1 necklace and 1 bracelet. The rings named on the page include a 20ct Emerald Cut Ring, a Marquise Diamond Ring, a Fancy Pink Diamond Trilogy Ring, an Oval Diamond Ring, a Diamond Solitaire Ring, a Cushion Diamond Ring with Halo, a Graff Cushion Diamond Ring, a D IF Diamond Ring with Pink Princess-Cut Accents, an Emerald Cut Diamond Platinum Ring, a Fancy Orangy Pink Diamond Ring, an Emerald cut diamond ring and a Delicate White Gold Diamond Ring. The earrings include Diamond Drop earrings, Apple Shaped Pearl and Diamond Earrings and Diamond Shower Earrings, and the necklace is a Marquis diamond necklace.

In other words, the Bridal line is an engagement-ring and bridal-jewelry collection built around diamonds, several of them colored, rather than a range of plain wedding bands. Couples looking for a matching pair of simple bands will not find them listed on this page; the bespoke service is the route for that.

The Bridal page does not show prices next to the pieces. Product pages carry a "Request Information" button and a phone number for orders, and other pages on the site show prices in Swiss francs for some pieces, for example a bracelet at CHF 4,000 and another at CHF 4,500 on the Our Story page.

The bespoke service

The Bridal page includes a short note aimed squarely at couples: "Choosing your forever ring can feel overwhelming." It promises guidance at every step, from selecting the ideal stone to designing every detail of the setting, and ends: "Together with our master craftsmen, we'll bring your vision to life and create the ring you've always imagined."

The Bespoke Services page adds the detail. Its headline is "True beauty is crafted, not mass-produced." The house says it has its own in-house atelier, which it calls an industry rarity, and that inside the boutique Christopher and his team design and craft bespoke pieces. It also says that for over 20 years it has partnered with Atelier Crincoli, which it describes as one of Zurich's finest workshops. Typical commissions named on the page are reimagining a treasured heirloom, designing a setting for a special stone, or creating something entirely new. Couples can bring an inspiration, a sketch or just an idea, and the house says the result will be tailored to their taste and budget.

The house and its history

The Our Story page gives the background. Heinrich Schmid founded La Serlas in 1979 in the heart of St. Moritz, opposite the Palace Hotel, where it became a meeting place for royals, collectors and connoisseurs drawn to its jewels, art and antiques. A collaboration with the art dealer Peter Zervudachi raised its profile. In 1992 Heinrich brought the business to Bahnhofstrasse in Zurich, and it continued to make one-of-a-kind pieces, often with the master artisans of Atelier Cavalli and Crincoli.

In 2025 La Serlas opened a new boutique and atelier in the heart of Zurich, overlooking Bahnhofstrasse. Christopher, the page says, learned the craft from a young age under his father's guidance, and his work in the gem trade, from the markets of Asia to the ateliers of Europe and the dealers on 47th Street in New York, has given him direct access to sought-after stones.

On sourcing, the page says La Serlas sources untreated, certified and ethically acquired gems. It does not name the certifying laboratories or give more detail.

The wider collection

Beyond Bridal, the site's collections are Serlas Pink and Lemon Pepper, and the full catalog can be browsed by category (rings, earrings, necklaces, bracelets) or by stone: white diamonds, color diamonds, sapphires, rubies, emeralds, pearls and other gemstones. The Our Story page shows pieces such as a Vivid Pink Diamond Marquis Ring, an Octagonal Royal Blue Burma Sapphire Ring, a Toi & Moi Diamond Ring, a Conch Pearl Diamond Necklace and South Sea pearl earrings. For couples who want earrings or a necklace for the wedding day alongside the ring, the range is broad.

Contact and visiting

The product pages give an order line, +41 78 773 35 35, and invite questions through a contact form. The site menu has Contact Us and Visit Us pages and a newsletter called the Inner Circle. The shopping bag notes that taxes, discounts and shipping are calculated at checkout.

What the site leaves open

• Prices for bridal pieces. The Bridal page lists names but no prices; ask by phone or through the product page.
• Street address and hours. The Our Story and product pages name Bahnhofstrasse but not a full address or opening hours; the Visit Us page is the place to check.
• Lead time. Nothing is said about how long a bespoke ring takes.
• Shipping abroad. Shipping is calculated at checkout, but the site does not say where it delivers or whether high-value pieces are shipped internationally.
• Wedding bands. The Bridal page lists no plain wedding bands.

Who it suits

La Serlas suits couples who want an engagement or bridal ring built around an exceptional stone, especially a colored diamond, and who want a house that can source the stone and design the setting in its own atelier. The English-language site and the bespoke service make it straightforward for international couples in Zurich to start a conversation.

It is not a shop for simple, low-cost wedding bands, and the Bridal page's lack of prices means every piece begins with an inquiry. Couples planning from abroad should call or write to ask about price range, lead time and delivery before they travel.