Personal Fx

Personal FX is a unique boutique located in the charming coastal town of Half Moon Bay, just a short drive south of San Francisco and west of the Peninsula. Nestled in this picturesque setting, Personal FX offers a curated selection of artisan jewelry, contemporary wearables, and artful objects that are sure to delight and inspire. Our store is a treasure hunt for the senses, where every item has a story to tell and a contribution to make to your personal style.

Our Showroom

Our showroom is located in the heart of Half Moon Bay, on Main Street, and is a must-visit destination for anyone looking for unique and exciting wearable art. We feature local, national, and international designers who create one-of-a-kind pieces that reflect their individual artistic vision. Our collection is constantly evolving, so there's always something new to discover.

Featured Designers

We are proud to showcase the work of several talented designers, including:

*Anna Beck: Anna Beck jewelry is created entirely by hand by skilled artisans using ancient Balinese techniques passed down from one generation to the next. Each piece is truly one of a kind, with single discs cut and placed onto the base metal by hand to create the distinctive dotting pattern. Every aspect of each piece is carefully considered and perfected, imparting a sense of tradition and history into each piece of jewelry.*

*Sergio Gutierrez: Sergio Gutierrez is an engineer by trade who has transformed humble ball and chain pieces into exquisite jewelry and accessories. His unique mesh-like fabric is created by soldering tiny pieces together in intricate patterns, resulting in a luxurious and modern vintage style. Sergio's work is inspired by 16th century artifacts, particularly chainmail, and is crafted in his studio, called Liquid Metal.*

*Gabi: Emerging metalsmith Gabriele Cressman, known as Gabi, is a local talent who lives on the Coastside and creates gifted designs. Her work is a reflection of her artistic vision and skill, and is a welcome addition to our collection.*

In-Store Designers

We are pleased to offer a rotating selection of in-store designers, in addition to our featured designers. Please visit our store on Main Street to see what's currently available. Our knowledgeable and friendly staff are always available to answer any questions you may have and to help you find the perfect piece to add to your collection.

Store Hours

We are open Wednesday through Monday from 12:00pm to 5:30pm on weekdays and 12:00pm to 6:00pm on weekends. We are closed on Tuesdays.

Contact Us

We would love to hear from you! Please visit our store, call us at 650-560-9131, or follow us on Instagram for the latest news and updates.