Welcome to Service First

A FIRST-OF-IT'S-KIND BRAND THAT CELEBRATES SERVICE
MEET THE FOUNDERS

It all started when we realized our calling was to serve.

As officers in the military, we saw exceptional acts of service taking place all around us. Acts that were never shared or told beyond our close network. We knew that stories like these went way beyond just the military and were happening on an everyday basis. When you least expect it, in times of extreme need, and sometimes, just because. We knew the world needed to hear more stories like this across service verticals.

Our brand was born in 2017, infusing elegance and timelessness into service-focused jewelry design to create universal symbols of service. Since the beginning, we have been on a mission to live service first. Although our way of doing so has changed, this is who we are and what we stand for. For us, it's a way of living that helps us find our purpose, community and place in the world.

If you have made service a priority in your life and want to share your story, we welcome you with open arms. If you know someone who is dedicated to the greater good and want them to be recognized, please reach out. If you are looking to bring more service into your life or community, we can help you make that happen.

That's the power of service and we’re here to put your service first.

Mike Burns & Al Vallejos


"We love sharing stories of service and seeing the joy and inspiration that they create. Stories of people who have put others before themselves. Stories of sacrifice, empowerment, respect, value, inspiration, contribution and empathy—what we classify as the pillars of service. Stories of heroes on the front line, behind the scenes and in your everyday life.”

- Mike Burns, CEO

About the Brand

At Service First, we create symbols of service, and through these symbols, we recognize those who have dedicated their lives to putting others first. Each piece of jewelry acts as a thank you to those who serve, while helping to communicate the principles of a service first life. When you purchase our symbols of service, 3% of the pre-tax price will be evenly distributed between our three charity partners. We support service personnel and their families through these partnerships and encourage you to learn more, get involved and act.


“We hope you will wear our pieces to be reminded daily of what they represent and use them as a way of sharing yours or someone else’s story of service. We thank you for your contributions and welcome you to Service First.”

- Al Vallejos, COO


Our Mission of Service

We are on a mission to share the message of service. To us, it's so much more than a word, it’s a way of living. It means to sacrifice, empower, respect, value, inspire, contribute and empathize. Our jewelry acts as symbols—celebrating what it means to embody the pillars of service and those who have put the greater good above all else. We hope that every time you wear one of our pieces, you are reminded of what it means to #liveservicefirst.

STORYTELLING

Through Jewelry

In the military, jewelry celebrates and honors service milestones and represents the values we hold close. Decorative jewelry across service verticals have different meanings, tied to specific actions of service. When wearing ribbons, medals and unit insignias, service members are often asked about the story behind each piece. And with a simple question asked, a story unfolds, sharing the values of service with others. 

STORYTELLING

Through Jewelry

In the military, jewelry celebrates and honors service milestones and represents the values we hold close. Decorative jewelry across service verticals have different meanings, tied to specific actions of service. When wearing ribbons, medals and unit insignias, service members are often asked about the story behind each piece. And with a simple question asked, a story unfolds, sharing the values of service with others. 

THE SNAKE

Our Iconic Mark

Snakes and serpents represent life, fertility and creativity. A symbol of rebirth and immortality, they have long been used to represent transformation—as a snake sheds its skin in order to grow. In Greek mythology, Asclepius—a deity of healing and medicine—carried a snake wrapped staff. Since then, it has become synonymous with healers, healthcare workers and emergency services.

The snake has a deeply rooted meaning within American culture and our country's founding identity as well. This is why the snake is our leading symbol of service.