Seven Generations in Jerusalem: The Story Behind Moriah

The short answer: the family behind Moriah

Moriah is a Jerusalem jewelry house led by Avi Tavisal, a jeweler through his father’s line and a seventh-generation Jerusalemite through his mother’s. He learned the craft from his father at fourteen, opened his first store in 1975, and joined the Israel Diamond Exchange two years later. Today the family sets certified Temple Mount stone in fine gold and diamonds at a gallery and workshop in Jerusalem’s Old City.

Key facts at a glance:

• Founder: Avi Tavisal, a jeweler and a seventh-generation Jerusalemite.

• Craft: Learned from his father at fourteen.

• Dates: First store in 1975, Israel Diamond Exchange in 1977.

• Place: A gallery and workshop in Jerusalem’s Old City that has stood since 1975.

• Involvement: Avi takes part in the Temple Mount Sifting Project himself.

• Purpose: To create ambassadors of Jerusalem around the world.

Two lineages in one person

Avi Tavisal is the living link between the two worlds Moriah brings together.

Through his father, he is a jeweler. He learned the craft at fourteen, working beside his father, and the discipline of the bench stayed with him: patience, precision, and respect for materials that last longer than the person who handles them.

Through his mother, he is a seventh-generation Jerusalemite. His family has lived in the city for seven generations, which gives him something no training can: a sense of Jerusalem as home, not as a destination.

Moriah exists because those two lines met. The founding dream was a piece of jewelry unique to Jerusalem, from a unique place, that offers a deep connection to Jewish identity and to the Land of Israel.

Key dates in the founder’s story

The gallery and workshop have stood in Jerusalem’s Old City since 1975. That is half a century of continuous work in the same city, and it is the reason the family can speak of craft and of place with equal authority.

The gallery and workshop in the Old City

Moriah’s gallery and workshop stand in Jerusalem’s Old City, where the family has worked since 1975. It is a working place, not only a showroom. The stones are set by hand in fine gold and diamonds, and customers who visit can see the craft they are buying. The family’s designers keep the raw integrity of each stone, so its originality is preserved.

Many visitors arrive with a tour guide, already moved by the city around them. That context matters. In the Old City, a stone from the Temple Mount is not an abstraction. It is a piece of the place the visitor is standing in.

Online customers do not have the room, so Moriah recreates the introduction another way: through a private consultation by phone or video, with the same team that welcomes visitors in Jerusalem. Moriah is also present in select Jerusalem hotels.

Why a family house matters when you buy jewelry

Fine jewelry is a long relationship, not a single transaction. A piece may be worn for decades, resized, repaired, and handed down. The workshop behind it matters for that reason.

Accountability. When a family puts its name and its place in the Old City behind a piece, someone is answerable for it. You know who made it and where to find them.

Continuity. A workshop that has stood in one city since 1975 is likely to be there when a piece needs attention in ten or twenty years.

Knowledge. Craft passes through people. What Avi learned at fourteen from his father is still in the work, and it is the kind of knowledge a new brand cannot buy.

A story you can verify. A family story means little unless it is real. Moriah’s can be checked against a name, a place, a date and a Certificate of Authenticity signed by the Temple Mount Sifting Project’s co-directors. Every piece is numbered and arrives with a personal letter from Avi.

The founding dream: ambassadors of Jerusalem

Avi’s dream was a piece of jewelry unique to Jerusalem, from a unique place, that offers a deep connection to Jewish identity and to the Land of Israel. The jewelry is the vehicle. What customers carry away is the connection to the city.

That is why Moriah speaks of ambassadors rather than buyers. Every Moriah piece carries Jerusalem forward: from the earth that guarded the stone for thousands of years, through the hands that rescued it and the hands that set it in gold, to the hands that will wear it. The person who wears it continues the chain, and becomes an ambassador of Jerusalem wherever they live.

Ten percent of every purchase funds the Temple Mount Sifting Project, so each piece also helps the work of recovering the city’s history continue.

To meet the family and see the work, explore the Moriah Collection, book a private consultation by phone or video, or visit the gallery and workshop in the Old City.

Frequently asked questions

Who is behind Moriah?

Moriah is a Jerusalem jewelry house led by Avi Tavisal, a jeweler through his father and a seventh-generation Jerusalemite through his mother.

How long has the family been making jewelry in Jerusalem?

Avi learned the craft from his father at fourteen and opened his first store in 1975. The gallery and workshop have stood in the Old City since then.

What does seventh-generation Jerusalemite mean?

It means Avi’s family has lived in Jerusalem for seven generations, through his mother’s line.

Is Moriah jewelry made in Jerusalem?

Yes. The pieces are hand-set in fine gold and diamonds at the family’s gallery and workshop in the Old City.

What is the connection to the Temple Mount Sifting Project?

Moriah’s stones come from material recovered through the project; Avi takes part in the sifting himself, and 10% of every purchase funds the project.

Can I visit the gallery?

Yes. Visitors to Jerusalem are welcome at the gallery and workshop in the Old City.

What does seven generations in Jerusalem mean?

For Moriah, the family story offers context for the brand's connection to the city. Readers should distinguish documented family history from the broader history of Jerusalem. Learn how this heritage relates to the journey of Moriah stone.

How does family heritage influence a jewelry gift?

Jewelry can mark relationships across generations. When selecting a gift, consider the wearer's own story, preferred materials and the meaning of the symbol rather than assuming every family shares the same traditions.