[3][4] Today, the company markets its products under the Zlatarna Celje and Lencia brand names,[3][4] the latter of which has developed a collection line with Tina Maze, a Slovenian skier.

Giuseppe (Johanna) Pacchiaf, an Italian goldsmith, opened a 100-employee workshop in Gaberje, Celje in 1921 with two brothers, Alojz and Ivan Knez.

Following the World War II, the new government confiscated half the company's shares from the Pacchiaf's heir.

In 1999, it was taken over by the Albreht family through the AL Company, which provided capital for the brand's successful relaunch.

[6] It has partnered with Tina Maze, a Slovenian skier, on the Lencia jewelry collection since about 2008[4][7] and about 2012, Zlatarna Celje invested in the construction of the Plaza hotel BTC City (Ljubljana), which has been its biggest venture.