Jenny and her crew are awesome at diamonds forever! She has done some amazing work for me on my rings! As an event planner, I know how important it is to have a trustworthy jeweler to refer my clients too. Tried and true, Diamonds Forever is a store where you can go in to browse, create, design and so much more all with the full confidence in the product and service you will receive. I recently took my wedding band and engagement ring there to have a new setting created and all 3 bands soldered together. After finally finding the perfect setting and design, I was amazed when I came back to pick up the final product! It was so shiny and sparkly - definitely surpassed my expectations! I highly recommend Diamonds Forever and encourage anyone looking for unique, one of a kind services & products to visit Jenny and her staff! read more

Thank you Jenny, Ben and Amy, I brought my wedding ring in to have it redesigned and I was amazed beyond my exceptations on the beautiful design. I went in with somewhat of an idea and Jenny added more to it. Ben and Amy suggested the white gold, which I have never had. When I saw my ring last night, I was so surprised and it is just beautiful. read more

After looking for an engagement ring at several jewelers, I found Jenny at Diamonds Forever and she is fantastic. She helped me find the perfect ring and gave me ideas and tips for the proposal. We have been back twice to resize the ring and look at wedding bands. Each time we return, Jenny and her staff are helpful and kind. On top of the excellent customer service, Diamonds Forever has very competitive pricing and quality jewelry. Save yourself time and go see Jenny! read more

Great collection of diamonds and friendly staff. Went in to get a battery replaced on a watch; at $5 it was the cheapest I've paid in San Diego. Professional, cool people 6/5 stars will be back! read more

I was very pleased with the service at this jeweler. The two women who helped me were on top of it and informative. I was impressed with there selection of engagement rings as well! Unique and large selection to choose from. read more

I whole heatedly agree with what everyone here is saying about Diamonds Forever (including the 51 filtered reviews at the bottom of the page). I don't buy a lot of jewelry, but Jenny the owner, helped me find the perfect piece for my wife. I had been doing a little research/shopping online and her price was right in line. Considering this, together with the one-on-one attention, I'll go back for the next piece of jewelry I purchase. Thanks Jenny, she loves it! read more

I came here 2 weeks ago looking to get my necklace chain fixed. Walked in and was immediately greeted and helped. Jenny was so helpful and let me know that it would be a week before I got a phone call that it was ready to be picked up. 3 days later I got the call that it was finished and was able to pick it up. Great experience and timely turn around! I will definitely be coming back! read more

What I was quoted for 65 dollars here I got for 10 dollars at a very trusted jeweler downtown. However, the customer service seemed good.

What can I say? I was blown away by the service and Jenny is amazing! We were able to find an affordable engagement ring that looks like it's worth way more. Jenny was able to find us a natural sapphire center stone. The ring is absolutely breath taking and my fiancee loved it! I proposed to her yesterday! Thank you so much Jenny! We really appreciate the work you put into this ring. We will be coming back for our wedding bands in the future! read more

We had the privilege of working with Jenny and we're so glad we did. The ring picking process was unlike any other jeweler. We went to "big box" jewelry stores and felt pressured to make a decision right away. We didn't get the feeling of being consulted but instead we were just being sold. With Jenny it was a completely different experience. She was informative, kind, and not pushy at all. She asked us great questions and helped us with our decision making process. At no time did she try to hard sell us. She let us make the decision and it was awesome. Don't second guess going here, just go! You won't be disappointed. Jenny was very flexible and she wanted to work with us throughout the entire process. Thank you Jenny!!!! read more

I went in for a insurance appraisal due to the diamond being lost from my ring, I brought in the paper work I got from when the ring was brought, The lady was so rude and had the worst faces and acted like I had stole my ring! Said she sees people try to do this all the time! I have never stolen and disgusted with how they treat military families! I would never recommend or go back here! read more

I am pregnant and had my ring stuck on my finger. We gave them a call and asked if they were able to cut it off, they said to come right in! Amy was so nice and had an area already set up for me when I got there. My finger was really swollen and in pain, she got the ring off within minutes for no charge! They are also able to resize my ring so I can wear it again. I am so grateful to have found this place!! Beautiful jewelry and great customer service!!! Thank you Amy :) read more

I have been here a few times. New purchase (earrings), repair/sizing (rings) and custom work (engagement ring and wedding band). They are kind, knowledgeable and have great attention to detail. They take their time and are accurate with time and price estimates. I recommend them. read more

I have written a review before saying how great this store was with fixing my engagement ring after a terrible experience with another store. Now that the wedding is over I have to write some more reviews for everyone that was awesome. This place is great. I am so happy with my engagement ring. ITs so beautiful. My wedding ring is custom and gorgeous too. I'm very indecisive and Jenny was soooo patient with me. for whatever fine jewelry needs i have in the future ill be going here! :) Jenny is sweet and cool and she wont rip you off. Thanks! :) read more

Jenny is absolutely amazing. She gave my future husband great advice, and helped him pick out a beautiful stone that I would have picked out myself. After my fiancée proposed to me, it was time to design the wedding band and I had no idea what to expect or how to begin. But once we met with Jenny, I was immediately comfortable with her. She gave me many options, and I went home to research and decide what I wanted. I came back with a couple pictures for the design. She loved it and within a week or so, I got to see the finished product in person. It was EXACTLY how I pictured it, if not better. I highly recommend her for anyone that is looking for a professional jeweler that will take the time to work with you, and will come up with a beautiful finished product. Thanks Jenny! read more

Jenny, Jenny, Jenny! she is AWESOME, best person i have ever spoken with in a jewelry store. Here's my story to give you little bit more clarity on what I went thru before I found Jenny and her Diamonds Forever. I have been searching for a person who was willing to help a guy in a need, i went to at least 10 different stores who weren't open minded. I was close to giving up until i came across diamonds forever. Is tarted with the website and the rings looked amazing. I decided to Email Jenny and she responded back, we chatted back and forth I told her my issues and she said don't worry come in and will talk further, before I knew it she was already helping me out and proving me options. I felt blessed that I have finally found someone who not just helped me out but cared on how I wanted the ring for my future wife. Jenny provided with her creativity and gave me options on the types of rings. The ring is objectively beautiful, and was a huge hit. Perhaps even more importantly, the ring, including its center diamond, was delivered as described. It is expertly set, and the side stones are also extremely attractive. Overall, this was a great value, and I would trust Jenny and her Diamonds Forever to deliver again in the future. Honestly from the bottom of my heart i would recommend any one to Diamonds Forever, you will forever be enchanted. Jenny approached me with passion, consultation approach, attention to detail, organization, and all types of ring styles. I cant wait marry the love of my life, so many emotions at once. Very elegant and perfect to showcase your center diamond It is more sparkling than the picture! This ring exceeds expectations! The ring was more than I expected. Sincerely Gerry read more

We love Diamonds Forever! Thank you thank you Jenny! My fiance and I felt pretty overwhelmed at the beginning of our search for my engagement ring. After searching online and reading reviews about Diamonds Forever, we decided to take a look. Jenny immediately made our shopping experience fun and memorable. When she found out we didn't know much about diamonds or jewelry in general, she didn't make us feel bad at all (like at some other shops) and we made an appointment to look at different stones. We learned so much from her! She took the time to explain the 4 C's to us and asked all the right questions that made me realize what I wanted. Instead of being a pushy salesperson, she showed us how to pick something we would be proud of WITHIN our budget. My fiance went back again the next day to pick THE diamond. Within a week he proposed, and I was both shocked and happy with the ring! It's beautiful and we are both so proud of it. Jenny made the experience personal and we feel like we have our own special jeweler! :) We will definitely be back for our wedding bands (and all other jewelry needs in the future) and can't wait to work with Jenny again! I highly recommend Diamonds Forever to everyone. Can't you tell? Shea & Sean read more

A ring is one of the most important parts of a wedding and I chose Jenny at Diamonds Forever and recommend everyone else does the same. Jenny instantly put my ease when I walked and help me hand select a ring and diamond for my proposal. In addition, she took the time to learn about me and my fiancé in order to get the best idea of what would look best on her. Everyone at the office is so wonderful as I came in a few times to ask more questions and talk about what kind of ring I should get. if Jenny was not there, than the people in the office helped me. Needless to say, the ring is just so beautiful and I am so glad I chose Diamonds Forever. Diamonds Forever will always have my business when I am in the market again for additional jewelry. Also, I would like to say thank you for the engraving that they did for my groomsmen's gifts (watches), the watches came out so well and was a big hit. Thanks! R & K Married Fall 2012 San Diego read more

I inherited some fine jewelry that really wasn't my taste, and found myself wondering into Diamonds Forever. The team assets the situation and before long I had a custom designed Graduation ring from San Diego State University, celebrating my MS inGeophysics, using the diamonds from the jewelry and the value of the gold they started the design process from scratch via CAD, and a Graduation ring was born. I cannot stop staring at this beautiful ring. Diamonds Forever turned something I really didn't wear into something I want to show off, and that is an investment in my memory as long as I live. My inherited jewelry now has a place in my heart and on my finger, thanks to Diamonds Forever... read more

Called about an appraisal and was schedule for an appointment on the same day. The owner was extremely patient with me throughout the process and helped explain a lot of the technical aspects of the appraisal. I originally asked for a written appraisal but she explained to me that it wasn't necessary since my stone already had a GIA cert and only charged me a fraction of the original estimate for a verbal appraisal. Highly recommended and I would have probably had my ring designed here if I were local. read more

Diamonds Forever is an outstanding jeweler! Providing above high quality service in every aspect of your jewelry needs. There personal touch, and awesome customer service far above any private, or local chain store jewelers any where. You can walk in and know you are going to get the high level of quality jewelry offered in San Diego. They also buy estate jewelry and gold and silver. If you have any needs I highly recomend Diamonds Forever read more

Jenny is fabulous! I had this white gold bracelet with tiny diamonds that I wanted to turn into rings to add to my existing wedding ring set. I was just looking for a simple design so she made two wedding bands. Even though my wedding set is platinum, the new bands look like they're part of the set. I didn't spend a lot, the service was phenomenal. Jenny is trustworthy, genuine, and really knows her stuff. I'm definitely bringing more jewelry for her to re-design. read more

Jenny has done great work with her shop and services! She is very professional and I recommend her every time someone asks me who is my jeweler. She has done everything from fixing my wedding band (diamond came loose), to helping me and my husband with the purchase of my husband's wedding band and another ring for me. She has great quality stuff and I would recommend her for all your jewelry needs! read more

I was in need of some extra money so my family could have a Christmas this year so I thought what better way to get it than to get rid of some of the gold jewelry I don't wear anymore. I have seen many of the commercials that deal with buying gold but I was not comfortable sending my jewelry in the mail to a place I don't know. I came across Sell My Gold San Diego and thought it would be great to be able to make this deal in person! When I walked into Sell My Gold San Diego / Diamonds Forever I was greeted with a smile and it felt so sincere. Ben was so nice, he took me through the process step by step & explained to me what he was doing & answered any questions I had (even the not so bright ones). I was very pleased with the prices he was willing to buy my gold! I was so happy with the quality of service I got from SMGSD that I will definitely tell my friends and family that there is no other place to go!!! Thank you Ben!!!!! read more

In a sea of unscrupulous sharks Jenny and everyone that works here are honest really lovely people. If you want buy the selection is to die for and if you need to sell you will not be lied to or cheated like so many awful people in this industry. Always a pleasure to deal with. read more

I went in not knowing what I really wanted or what intelligent questions to ask. They took time to educate me and help me make the best decision. There was never any pressure, only patience and expertise. In the end my fiancé was thrilled with the ring and we highly recommend Diamonds Forever! read more

They offered to size the rings for free after we posted our experience on Yelp. While I certainly appreciate it, I was not looking for a hand out. They were able to give us same day service. I'm still happy I bought the ring there and have a good selection of rings. Apparently they've made some changes to make sure something like this doesn't happen again. read more

I've used Diamonds Forever to have my grandmother's ring re-sized and changed from yellow gold to white gold. The job was done flawlessly. I brought my husband's father's military wings to be worked into a bracelet and with little instruction, Jenny and her team turned it around beautifully. We could not have been happier with the pieces that meant very much to us. Additionally, I've sent my family there to have pieces repaired, cleaned and sized - all whom have come back to say the work was great and they were pleased. I highly recommend Diamonds Forever - they take pride in the job and are competitively priced. read more

Jenny took the time to educate and inform me about engagement rings without being pushy. She showed me countless options and let me make my own decision. In the end, I ended being able to present my fiancee with an even more beautiful engagement ring than I had imagined. I will and have recommended Jenny and Diamonds Forever to friends and family. read more

I can't say enough about how talented, experienced, and helpful Jenny is! I was referred to her by a friend of mine who had gone to Jenny (Diamonds Forever) and thought she was outstanding. I was looking to design a custom engagement ring that matched an antique piece of jewelry that my soon-to-be fiancé loved. It was an unconventional design for an engagement ring, but after my first time meeting Jenny, I knew I had found - without a doubt - the right person to help me create it. Her background & experience in jewelry design allows her to truly help you understand what is possible, what will look good, and anything else you'll need to know. While picking out the diamond was only a small part of the overall design (and like most guys, I wasn't an expert on diamonds), Jenny was very thorough and helped me through the process. The more exciting part came when I could see Jenny's creativity in action as we went back & forth penciling out different thoughts & designs on pads of paper. Shortly after, we were working on the wax mold, and Jenny was bringing what we had in our heads to life. I'm a very detail oriented person, and wanted to see the ring after every step - to which Jenny happily obliged. Before long, I was holding the ring and couldn't thank Jenny enough for everything she had done for me. She is truly an exceptional person, and I feel lucky to have found her when I did. I'll be back to see her shortly with my fiancé to discuss wedding bands! read more

My boyfriend and I recently brought in a loose diamond to get it set for an engagement ring. First of all, Jenny was really flexible in scheduling us to come in. Everyone who works there is friendly and professional. I also liked that there were a lot of rings at the store...I had a loose idea on what I wanted before I went in, but looking at some rings helped a lot. The entire process took about a month (it probably would have taken a little less time if it weren't for the holiday), and the results were amazing. The ring turned out exactly as I requested; I was able to tell that Jenny really listened to all the details I wanted. Actually, the ring turned out better than I had imagined...it was absolutely gorgeous, and upon pick up, the only thing we were able to say was, "WOW..." Thanks, Jenny, for your hard work and skilled craftsmanship! read more

This review is long overdue. My husband bought my beautiful sapphire engagement ring here in 2013. We came back in 2016 to purchase our wedding rings. We are beyond happy with all three rings and the wonderful customer service we have received the entire time. From helping us pick our rings out, to designing a ring, dealing with us while we lived out of state, doing cleanings for us before our engagement shoot and wedding day, Jenny and crew have been absolutely wonderful! Jenny was SUPER gracious when we designed my wedding band and it didn't turn out the way I had imagined. She was able to find me a different band that I LOVE and didn't make me feel bad about the first ring at all. And I'm the kind of person who will not send back the wrong order at a restaurant! She wanted me to be thrilled with my wedding band and I am! Seriously a great experience when it could have been awful. Also, Jenny has great taste so go check out what she has. Thank you so much, Jenny and Diamonds Forever! read more

I bought my engagement ring today at Diamonds Forever after 2 years of searching for the perfect ring, for me. I have to say I could not be happier with the entire experience. Jenny was amazing and guided me away from buying something I wouldn't be happy with. She was able to immediately tell the ring style I would be happy with by my personality and style, she truly has a gift for what she does. There was zero pressure to buy, and everyone in the shop was extremely friendly. I felt very comfortable working with Jenny, and she even mentioned me taking some time to think about the ring if I was unsure. I always feel very pressured in jewlery shops and being a sales person myself, hate the feeling of a hard sale and can spot it from a mile away. I did not get that feeling here, I felt like my happiness was all that mattered. She even took the time to include my fiance in the decision and get his thought on the ring and how it fit me as a person. I fell in love with the ring I selected, even though it was not what I was originally looking for at all. When I got home, I researched the ring and found it was worth over double what we paid!! Overall, I would 100% recommend anyone to Diamonds Forever. read more

Besides the excitement of getting Engaged, The second best thing that happened was designing a ring with Jenny. The whole process was amazing. Highly recommend... read more

Such amazing customer service. Everyone that works here holds an important stake in ensuring your happiness. Amazing people and they do make dreams come true! read more

Jenny, the owner of Diamond Forever, and her partner are the best! First, I bought one jewelry as a bridesmaid gift for my matron of honor, but because these people treat me with such personal care, I went back and got more jewelries as bridesmaids gifts for my remaining 3 bridesmaids. And their jewelry boxes look soo cute!! They never pressure me to make any more purchase than I needed to. Major PLUS!!! read more

I am giving this place 1 star just for the deal on their batteries, I went a few days ago to get the battery replace in several watches they were able to replace some of them at the spot but 2 of them they keep them because apparently the master jewelry guy wasn't there and it was a little bit hard to remove the bottom lid of them, they promise me to have them ready I'm a couple days and they will call me once my watches were ready but they didn't since it was around the holidays they were closed for more than one week (not a big deal I have several watches) but what it really upset me was that when I went to pick up my watches one of my watches was mess up and they didn't even offer to repair it, is OK though I did it my self it wasn't nothing big but just the fact they mess it up and all I got from the lady who works there was one "oh sorry about that" come on people get your stuff together, just for the record I'm not going back you just lost a customer. read more

Jenny is very creative and talented when it comes to jewelry design. I enjoy following her newest designs whenever she works on a project. It is great to have the option to get your special and unique design for your jewelry. I recommend her services to anyone who is looking for that special piece! read more

Wonderful experience getting my ring repaired and sized. Quality service, fair pricing, and fast turnaround time. Ben and Jenny are just awesome and I will definitely do business again with them!!!! Great business!!!! read more

This small charming diamond store made finding the perfect engagement ring as least stressful as possible. Jenny helped broaden my ideas spiraled off my thoughts when discussing the perfect design for the ring. She was brilliant and full of great ideas! I had for the perfect engagement ring in mind, but after talking to Jenny, she surpassed my expectations. Throughout the process, she was patient, friendly and extremely knowledgeable. My fiance is not from the San Diego area, so when it came time to fit in a moment to get the ring re-sized when she was in town, Jenny was excellent in making time to accommodate our schedule. Jenny was also extremely prompt in responding to emails and phone calls. This made my life so easy. I highly recommend this store and working with Jenny. read more