ORIGIN

EVERY FAMILY HAS A STORY

WELCOME TO OURS

  • 01. ORIGINS

    The beginning of everything.

    Sometimes a place inspires you, teaches you, and pushes you to dive into new experiences. And for the Mínguez Alcalá family, Santa Cruz de Tenerife marked the start of one of the most important projects of their lives. In 1980, fate brought them there by chance. Luis and Victoria had to start from scratch.

    A small mobile stall near the beach was all they had once they settled into their new home. There, they sold precious stones, minerals, and even the occasional painting they had created themselves. Hot workdays that stretched into the night when there were no more potential buyers left to serve. This became their routine for years. And yet, their small business was a resounding success.

  • “WE HAD TO MAKE A LIVING IN TENERIFE. THAT'S HOW WE STARTED SELLING ON THE STREET. THINGS WERE GOING VERY WELL FOR US.”

    Victoria
  • Luis y Victoria en Tenerife

  • “MY PARENTS WERE BRAVE. THEY LEFT WITH NOTHING AND MADE A LIFE FOR THEMSELVES. I ADMIRE THEM FOR THAT.”

    Alexis

  • What none of them could have imagined at the time was that Tenerife would give them, besides their children Alexis and Yasmina, inspiration. Over the years, they returned to Valencia to be with their family. Alexis grew up and had the great idea to start a business. In 2011, he created the brand and named it after someone very special to him: his mother.

    Victoria brought all the creativity she had developed on the island to the project that her son and husband had started. Through a lot of hard work, the family gradually grew Victoria Cruz into what it is today, establishing itself as one of the leading jewelry brands in Spain, as well as in Portugal, Italy, and Ireland, among others. In addition, we have our own stand and travel to jewelry fairs around the world to showcase our products and build connections in the industry.

  • 02. CRAFTSMANSHIP

    The art of crafting each piece by hand.


    From Tenerife to Valencia, and from Valencia to Italy, the heart of the fashion industry in Europe. Father and son set off for the country of fashion in search of the best factory to produce their jewelry. And they succeeded. They found the right place and the right people. Today, after 11 years, they continue working together.

    Our team is in constant communication with the factory, and throughout the year, we visit several times in person to maintain contact with the manufacturers and collaborate on every brand project. We are fully aware of the origin of our materials, of each and every person involved in the creation process, and we ensure they are in the best working conditions.

    Our jewelry, made with 925 sterling silver and plated with rhodium or 2 microns of 18-carat gold, is handcrafted. The certified crystal we use is a mixture of quartz, sand, and minerals, produced through electric cutting, a carving technique. Victoria Cruz promotes careful attention to the production process and strives to guarantee the quality of each product so that it is durable and can be passed down from parents to children.

  • 03. DESIGN

    A story to tell behind our jewelry.


    At Victoria Cruz, we understand that a piece of jewelry accompanies you in your daily life. That's why we are fully dedicated to crafting the perfect jewelry with complete delicacy and care in its creation. Certified crystals are the heart of the brand, in all colors. The jewelry is designed in Valencia, where our creative team also works. They are the ones who create magic with every new release. From the first sketch, they work on each design with the utmost attention to detail to touch the hearts of our customers.

    In addition to our basics, we create campaigns that tell different stories but always remain true to the essence of Victoria Cruz. Our creative team is the voice of the brand, constantly seeking new ideas and inspiration. They are capable of building an entire universe around each collection through images and words, evoking emotions that spark the imagination. However, we must confess that our secret, beyond creativity, lies in the harmony and coordination among the team members.

  • 04. VALUES

    A team committed to excellence.


    Victoria Cruz embodies the essence of two generations who have dreamed and worked together to offer the best product to their customers. The principles that define them as a family also define them as business owners: transparency, commitment, and closeness—in every aspect. Working together is not always easy, but the Mínguez Alcalá family knows how to do it after so many years of practice. They complement each other, understand each other, and form a great team.

    Although there are sometimes disagreements or clashes in decision-making, Alexis is nothing in the business without his parents. And his parents are nothing without him. Each of them brings different qualities to the table every day that help make Victoria Cruz thrive. Luis’s experience, Victoria’s wisdom, and Yasmina’s determination form the perfect combination to ensure the right outcome — combined with Alexis’s creativity and vision.

    These family values extend to the entire team that is part of Victoria Cruz. All the employees are committed to the brand, and their role is crucial in every phase of the work. Every step before a piece of jewelry is sold is carefully prepared so that the service offered becomes a complete experience.

  • “THERE HAVE BEEN TENSIONS. THERE HAVE BEEN NERVES. BUT WE ARE A TEAM. WE WORK VERY WELL TOGETHER.”

    Victoria

  • “I ADMIRE MY FATHER’S EXPERIENCE, MY MOTHER’S INSPIRATION AND WISDOM, AND MY SISTER IS AN UNCONDITIONAL SUPPORT FOR ME IN DECISION-MAKING.”

    Alexis