John Atencio is a name synonymous with artistry and excellence in the world of fine jewelry. What began as the creative passion of a CSU student has blossomed into an internationally acclaimed brand known for its innovation and elegance. Since opening his first storefront in Old Town Fort Collins in 1976, John Atencio has consistently pushed the boundaries of design, transforming personal inspirations into expansive collections that captivate and inspire.
Atencio's journey from a self-taught designer to a visionary jeweler was sparked by his uncle, an acclaimed animator, whose work ignited his own creative ambitions. Atencio began sketching as an outlet for expression, but these early drawings quickly evolved into intricate jewelry designs. With dedication, he refined his artistic skills, mastering both the art of sketching and the delicate craft of turning vision into wearable art. Today, each piece in the John Atencio collection reflects his unwavering commitment to craftsmanship and his legacy as a true pioneer in jewelry design
“Now, 50 plus years later, my mind and my hand really work well together. I know the architecture of a piece of jewelry,” Atencio said. “The art of making jewelry and the art of drawing jewelry has really become one for me."
Crafting collection pieces is a process steeped in dedication, where every detail is carefully considered to ensure the creation of something truly one-of-a-kind. Atencio’s standards are uncompromising—He only brings a design to life if it’s one he personally treasures. Each piece is a testament to his passion for ingenuity and his commitment to delivering personalized works of art. Atencio shares his design process and how collections are born by saying, “It really is an interesting process, it’s kind of like my mind is set on coming up with ideas all the time. There’s some kind of spark, even after a piece is made, where I might see something in it and I think it would be great as a diamond ring, or put in another type of jewelry. So, it’s just always stirring the pot trying to come up with ideas. There’s just this evolution of design that’s happening all the time.”
Atencio thrives on the ever-evolving landscape of the jewelry industry, embracing change and reinvention as driving forces behind his success. In the face of shifting markets and economic challenges, it is his creativity that has enabled John Atencio not only to adapt, but to thrive, maintaining its reputation throughout the years.
“I think you always stay in vogue if you’re always open to change,” Atencio said. “You have to recreate on a regular basis. I think that I’ve been blessed to be in a place where I could make those changes and survive in the market.”
Atencio’s unwavering dedication to excellence has reshaped the expectations of fine jewelry, inspiring a shift toward artistry and integrity across the industry. Every piece he designs is crafted with a meticulous attention to detail, embodying his drive to transcend traditional jewelry norms and create something extraordinary. More than just an innovator, Atencio is a visionary, continually refining his techniques and embracing new ideas to elevate his craft. His designs not only meet high standards but redefine them, encouraging the entire jewelry world to think bigger, create bolder, and prioritize quality in every facet. This relentless pursuit of artistry and improvement has established him as a guiding force, setting a future-focused benchmark for what fine jewelry can and should be.
“I think that my legacy is really about getting over those hurdles and making sure that I was always doing the best job I could,” Atencio said. “As my career changed and I developed, I always wanted to do new but I always wanted to do better. To give the art, or give my business, or give the customer the best I had, and I think my legacy is pretty much set in that.”