Bespoke Jewelry Designer | 6th Generation It starts with a story. With an instinct for creating effortless, luxurious pieces that has been fine tuned over six generations of jewelers. “Edward Avedis Fine Jewelry” is the culmination of that lineage, a brand that joins designer Avedis Guerboian’s bespoke artistry with the technical excellence of his father, master jeweler Edward “Eddie” Guerboian. For over forty years, Edward has been passionate about serving the Santa Monica community and beyond, notably within his legendary stewardship of Readers Fine Jewelers.