Latta Jewelry, located at 120 Stockton Ave, Capitola, CA, operates in Santa Cruz County and specializes in handcrafted, custom jewelry, prominently featuring engagement rings. Customers have noted the exceptional craftsmanship provided by the owner, Jay Latta, along with his son, Atticus Latta. Their ability to work closely with clients, offering personalized services tailored to individual tastes, is a significant highlight. The shop is known for its unique pieces, including the option for clients to choose specific stones and designs for their engagement rings, which are created with meticulous attention to detail.

The business boasts a strong reputation, as reflected in the 33 customer reviews analyzed. Most sentiment has been positive, reflecting satisfaction with the craftsmanship, creativity, and personal service provided. Approximately 88% of reviews are positive, about 9% are neutral, and 3% are negative.

Positive reviews frequently commend the staff's knowledge and friendliness, stating that they are exceptionally accommodating and willing to assist in creating one-of-a-kind pieces. However, a few reviewers expressed dissatisfaction with customer service, describing experiences as rude or dismissive.

**Overall Sentiment from Online Customer Reviews:**
- Positive: 88%
- Neutral: 9%
- Negative: 3%

**Best Review:**
Sydney highlighted the accommodating nature of the owner and was pleased to discover that the shop offers permanent jewelry services on request, emphasizing the pleasant atmosphere during her visit.

**Worst Review:**
A.K. described a negative experience with rudeness when inquiring about resizing expensive family heirlooms, feeling the staff was dismissive and unhelpful.

**Operating Hours:**
| Day | Hours |
|-----------|---------------------------|
| Tuesday | 12:00 PM - 4:00 PM |
| Wednesday | 11:00 AM - 5:00 PM |
| Thursday | 11:00 AM - 5:00 PM |
| Friday | 11:00 AM - 5:00 PM |
| Saturday | 11:00 AM - 5:00 PM |
| Sunday | Closed |
| Monday | Closed |

**Staff Members:**
- Jay Latta
- Atticus Latta

*For this overview, customer feedback was viewed on Yelp, Google, and Facebook.*