About Maxwell Keller

I learn by building.

I have been building things since I was nine. First code, then a clothing brand, then real estate operations, a family business and a San Diego employment law firm. The fields changed. The habit did not.

I learn like a sponge and I apply it right away. I pick up a new field by doing the work, and I take what it taught me straight into the next one. That is how I have always worked, and honestly it is the part I love most.

Maxwell Keller, San Diego business operator, in a navy suit and patterned tie
Maxwell Keller, San Diego

Short bio

Maxwell Keller is a San Diego–based business operator and technology builder. He is a co-owner and the Chief Operating Officer of San Diego Jewelry Buyers and Co-Founder & Director of Business Operations at Strategic Employment Advisors. His work focuses on operations, teams, automation, and building systems that help businesses run well. He also publishes jewelry and watch content as Jeweler Maxwell.

Free to quote for introductions, press and event programs. More versions on the press page.

Ages 9 to 13

It started with code

I started coding at nine. From nine to thirteen I spent my free time at hackathons and on coding and ethical hacking projects in open-source intelligence (OSINT) and cryptology, working alongside the San Diego Police Department's digital forensics team.

That was where I learned how systems actually work: how information moves, where it leaks, and how one small detail can unlock everything else. I still think that way about businesses.

2022 to 2024

Iron Valor Clothing

As a high school freshman I started my own clothing company, Iron Valor Clothing, and ran it for two years. We released four drops and every one sold out. The business was profitable.

It taught me the basics you cannot learn from a book: what makes people want something, how to price it, how to launch it, and how to deliver on time when the orders actually come in. Once I understood that, I wanted a bigger problem.

2024 to present

Real estate operations

The bigger problem was real estate. I became Director of Property Management for San Diego Properties LLC in 2024 and for Riverview Center Inc. in Las Vegas in 2025. Together the portfolios hold more than $20 million in real estate and bring in more than $1.8 million a year in rental revenue.

I run the executive side. I oversee the property managers and on-site managers, run the financial reports, and make sure every property operates properly and in compliance. I assist ownership with 1031 exchanges, onboard newly acquired properties, review leases and their legal requirements, and prepare lease addendums.

I also moved the entire portfolio onto an online property management system that I manage and operate, and I trained new employees to use it, from tenant records to maintenance requests.

Junior and senior year

Leading at school

In my junior year I founded and led a Soles4Souls club at Patrick Henry High School, the first high school chapter in California. We collected and donated more than 700 pairs of shoes.

That same year I completed a two-week internship at Merrill Lynch in downtown San Diego under a senior vice president, including meetings with the president of the downtown office.

In my senior year I founded and led the Business and Finance Club, where I taught classmates how to invest, how to set up accounts that last, and how to start a business of their own.

2023 to present

The family business

San Diego Jewelry Buyers has been buying, selling and lending against jewelry and watches downtown since 2006. I started working on its operations and marketing in 2023. Today I am a co-owner of the business and, since May 2026, its Chief Operating Officer.

Today I run operations and everything you see online: team priorities and SOPs, the websites and storefront, marketing, the CRM that holds more than 1,600 customers, and the automation and AI tools that take repetitive work off the team. I also publish jewelry and watch content as Jeweler Maxwell.

May 2026

Valedictorian, then straight to work

I graduated first in my class of about seven hundred at Patrick Henry High School, the largest high school in San Diego County, with a 4.89 weighted GPA. I gave the valedictorian address to a stadium of more than four thousand people.

School came easily because I learn fast and connect ideas across subjects. I decided not to go to college. I would rather keep learning by building, full time.

September 2026

Strategic Employment Advisors

In September 2026 I helped found Strategic Employment Advisors, a San Diego firm for workplace investigations, employment law and training led by attorney Tamara Keller, and became its Co-Founder & Director of Business Operations. I built the operating side: the website, CRM, client onboarding, scheduling and the processes behind them. I am not an attorney, and the firm's legal work is Tamara's.

Always

Why I do this

I think for myself. I lean libertarian: I trust individuals, markets and ownership, and I believe the best way to learn something is to go do it.

Building businesses is not a career plan for me. I have always had this passion, and I am obsessed with it. It is an innate desire, and I love it.

The short history

  1. Ages 9 to 13

    San Diego Police Department digital forensics team

    Hackathons, OSINT and cryptology

    Coding and ethical hacking projects in open-source intelligence and cryptology.

  2. 2022 to 2024

    Iron Valor Clothing

    Founder

    Four drops, all sold out. Profitable.

  3. 2023

    San Diego Jewelry Buyers

    Operations and marketing

    Joined the family business, founded 2006.

  4. 2024

    San Diego Properties LLC

    Director of Property Management

    California residential portfolio.

  5. 2025

    Riverview Center Inc.

    Director of Property Management

    Las Vegas residential portfolio. Combined, $20M+ under management and $1.8M+ in annual revenue.

  6. Junior year

    Soles4Souls club, Patrick Henry High School

    Founder and President

    First high school chapter in California. 700+ pairs of shoes donated.

  7. Junior year

    Merrill Lynch, downtown San Diego

    Intern

    Two weeks under a senior vice president.

  8. 2025

    Sonic Growth

    Founder

    Growth systems practice: websites, ads, CRM and AI follow-up.

  9. Senior year

    Business and Finance Club

    Founder and President

    Taught investing, long-term accounts and entrepreneurship.

  10. May 2026

    Patrick Henry High School

    Valedictorian

    First of about 700. 4.89 weighted GPA.

  11. May 2026

    San Diego Jewelry Buyers

    Co-Owner & Chief Operating Officer

    Operations and digital growth.

  12. Sep 2026

    Strategic Employment Advisors

    Co-Founder & Director of Business Operations

    Workplace investigations, employment law and training, led by Tamara Keller, Esq.

Common questions

Who is Maxwell Keller?

Maxwell Keller is a San Diego–based business operator and technology builder. He is a co-owner and the Chief Operating Officer of San Diego Jewelry Buyers, Co-Founder & Director of Business Operations at Strategic Employment Advisors, and Director of Property Management for two residential portfolios. He also publishes jewelry and watch content as Jeweler Maxwell.

What does Maxwell Keller do?

He runs operations: teams, processes, finances and the technology behind them. At San Diego Jewelry Buyers he leads operations, marketing, e-commerce, CRM and automation. At Strategic Employment Advisors he built the operating side for launch. In real estate he directs property management for portfolios holding more than $20 million in property.

Where is Maxwell Keller based?

San Diego, California.

Is Maxwell Keller the same person as Jeweler Maxwell?

Yes. Jeweler Maxwell is the name Maxwell Keller uses for his jewelry and watch content at jewelermaxwell.com and on Instagram, TikTok and YouTube (@jewelermaxwell).

Where did Maxwell Keller go to school?

Patrick Henry High School in San Diego, where he graduated as valedictorian of the class of 2026, first of about 700 students.

How do I contact Maxwell Keller?

Email maxwell@maxwellkeller.com or connect on LinkedIn at linkedin.com/in/maxwell-keller-852661338.