The Giving Tree extends outside Mureta & Co.

A jewelry tree at 2418 Fillmore Street offers free necklaces, chains, earrings, and other items for passersby to leave, take, and exchange. Mureta & Co. owners Caroline Nalle and John Quillinan created the setup to encourage people to stop, enjoy a surprise, and meet new friends. Children pick up jewelry and wear it, creating visible excitement and a sense of shared joy. The concept began with a viral TikTok video and has resulted in more than a thousand pounds of jewelry exchanged or given away. The goal is to spread positivity, reduce the exclusivity often associated with gems, and make browsing feel welcoming and magical.

"“I see children coming and picking up their first piece of jewelry and putting it on, and the magic in their eyes, and they are just gleaming with happiness because they found something. It's special to them, and they get to wear it. I see kids walking by wearing the jade bracelets I was handing out. ”"

"“It's magic for the whole community,” said John Quillinan, Owner, Mureta & Co. The jade tree at 2418 Fillmore Street in San Francisco is the spot where passersby can leave, take, and exchange jewelry for free. The idea is to bring people together, enjoy the charming surroundings, and meet new friends. Beginning with a TikTok video that went viral, the tree has seen more than a thousand pounds of jewelry exchanged or given away."

"“Initially, it was a distraction from everything that was going on. I wanted to spread some positivity. It went viral. People in the community really seemed to connect with it. It feels like old San Francisco. The kind of quirky things you don't expect to happen anymore. Something whimsical and magical,” adds Quillinan."

"Quillinan wants people to enjoy the treasures on the tree while also minimizing the exclusive aura around jewelry. He hopes people aren't afraid of gems and stones, but wants the community to feel welcome to browse the tree and his store."

Read at ABC7 Los Angeles