In 1990 Rocky’s Pawn Shop first opened for business in Indio, CA. Rocky sought out to bring honesty and integrity to the pawn industry, and did so with this first location. Rocky’s Indio became a local landmark to the city of Indio and quickly became a premier location to fit the financing needs of the local community. Business grew quickly and to this day there is often a line out the door during business hours!
With the Indio store cementing its reputation in the Coachella Valley, Rocky decided to open a second store in Palm Springs. An old restaurant building was revitalized at the corner of Palm Canyon and Sunny Dunes. At this location, in 1994 Rocky’s Pawn Shop II officially opened its doors for business. Shortly after, Rocky opened a third location further across the desert in Morongo Valley.
This wasn’t the end of the Rocky’s Pawn Shop expansion however. With an increased customer base in Yucca Valley, the Morongo Valley store was moved to its current location next to the famous Route 62 Diner in Yucca Valley. Other stores were soon to follow located in Palm Desert, Cathedral City, and stretching as far out as Beaumont.