Cardinal Jewelers, open since 1977, is the longest running jewelry store in town. In 2009 it received the Pleasanton Weekly Readers' Choice Award for Best Jewelry Store in Pleasanton. The store is elegant and serene, and offers both affordable and high-end designer pieces. Jim Kuhn, the current and original owner, specializes in colored gem stones, designs many of his own pieces, and says that if you think fine jewelry has to be expensive, you haven't been to Cardinal Jewelers.