Shazel: The Art of Embroidery and Jewelry

Alexis Velasco
Dec. 26, 2018

For any lover of garments made from traditional Mexican textiles and silver jewelry with gems and precious stones, a visit to the Shazel shop is a must. This boutique houses a wide variety of jewelry pieces, anything from little trinkets, earrings and rings to large and luxurious necklaces. In addition, the store boasts a unique, hand-embroidered line of clothes, featuring caftans, capes, dresses, shawls and ponchos.

In Banderas Bay, Shazel has branches in the Romantic Zone, the Puerto Vallarta’s International Airport and Sayulita. However, the foundation of this family business dates back almost three decades, when the owners started exporting jewelry from El Paso, Texas, to several cities in Mexico, including Los Cabos, Mazatlán, Guadalajara, Puerto Vallarta y Cancún.

Vallarta Lifestyles approached Eduardo González and Celina Díaz Mercado, siblings and business partners. They both highlighted the exclusivity of each product on sale within their establishment, pointing out that by being handmade pieces, they are quite unique and special. “The embroidery is done by artisans from the state of Oaxaca (south of Mexico), who use wool, silk and cotton. It is a very specific work. Some of our garments can take up to a year to be finished,” Eduardo explains.

On the other hand, Celina has a key role at Shazel, since she is the one who designs the jewelry that is showcased in the counters. I began designing jewelry in the 80s for retail chains such as Liverpool and Palacio de Hierro in Mexico City. Approximately 15 years ago, I returned to this activity at Shazel. My inspiration comes from images, nature and fashion trends. I really like big and exuberant pieces. I also enjoy traveling and seeing the types of jewelry from different parts of the world.”

Among the precious stones present in Celina’s designs are rubies, emeralds, sapphires and some diamonds. She also works with semiprecious stones, including tourmalines, alexandrines and amethysts. “I also use corals, agates, blue topazes, turquoises, quartz and crystals. However, I give opals a special place because they are found in our state and have great quality.”

The workshops where Celina’s designs are manufactured are located in Taxco, Guerrero, known as the capital of silver in our country. Many of her pieces are branded d’Zelhin, the name under which she began working in Mexico City.

At Shazel, customers can also find handmade lamps made in glass or blown glass and coated of mosaic tile. For more information about the store, visit their website or Facebook page.


Shazel clothing line features a wide variety of handmade garments.


The embroidery is done by artisans from the state of Oaxaca.


Handmade lamps made in glass or blown glass.


Celina Díaz Mercado designs the jewelry pieces.


  • Romantic Zone

Basilio Badillo 272

(322) 221-0990

  • Puerto Vallarta’s International Airport

Local 87 y 67

(322) 209-1648

  • Sayulita

Marlyn 8B

(329) 298-8698