About Us

The Rock Shop Family was established by the company’s owners, Marcelo and Cristina Valadares. Marcelo has 35 years of experience as a wholesaler of rocks and minerals. After gathering knowledge and expertise from buying from miners in other countries to sell to retailers in the United States, he decided to open his own retail store. The first location was in Joshua Tree, California. Among other things, this aspect supported the success of the company.

Every year, millions of tourists from around the world visit the town, bringing in a steady stream of new clients for the local businesses. After two prosperous years, two additional locations – one in Palm Springs and one in Rancho Mirage, both in California – were also launched. With these, The Rock Shop Family brand is established in the California Desert.


The goal of this rock store is “to become the greatest rock shop chain in South California providing an enjoyable and enthusiastic experience for everyone”. The company, which began as a modest family business a few years ago, is now booming, has spread to three other locations, and plans to keep growing.


The Rock Shop Family's mission is “we share the knowledge, enchantment, and love of rocks and stones, showing how incredible nature is.” That is the reason for being a business and the perception that is wanted from the clients, differing from competitors.

Our Team

Marcelo Valadares

CEO and President

Cristina Valadares

Co-founder and jewelry designer

Rodolfo Valadares

Business Development Manager

Carolina Felizardo

Operations Manager of Rancho Mirage Rock Shop

Christian Valadares

Operations Manager of Palm Springs

Fernanda Reis

Social Media Manager