I was considering using one of the popular web sites like blue Nile when I was referred to Farid and Ada. The experience from start to finish could not have been any better. From the moment we met I knew I was in great hands. They made the experience enjoyable and the price was far better than what a comparable diamond was on the so called discount sites. Not to mention, we explained what we wanted in the setting and they were able to create it precisely the way we asked. I can't say enough about how wonderful this experience was. I strongly recommend. read more

I was referred by a friend and I can't be happier with my experience with Farid and Aida. I was nervous about engagement ring shopping but I felt comfortable here immediately. Farid is very honest and I never felt pressured to go in a direction I was unsure about. With that being said, both Farid and Aida were super helpful in guiding me through the process and giving me ideas along the way. The engagement ring I ultimately picked up was perfect. My fiancee loves it and it's exactly what we had in mind. At the end of the day, I don't think I could have imagined a better experience from beginning to end considering I wasn't the most prepared to begin with. The friendliness and effort from Farid and Aida really make the difference. read more

We had such an amazing experience with General Diamonds. They helped my fiancé design a custom engagement ring and find us our perfect wedding bands. Farid and Aida are so personable and took time with us to design and help make affordable for our budget. We can't imagine going anywhere else- they are the BEST and we highly highly recommend to anyone. They helped make my dream of a canary yellow diamond come true! Thank you thank you ! read more

General Diamonds - We are SO thankful for General Diamonds making our dream custom engagement rings and wedding bands come true! My groom designed this canary - Jewelry Near Me - Los Angeles, California

My wife's diamond fell off her ring and she couldn't find it. She was distraught. We went to the Jewelry district to search for a diamond and get it put on her ring. We went to a few jewelers and received estimates. The last one was General Diamonds. First the owners were a very nice couple who spent time with us to find just the right diamond to replace it with. They showed us a ring that had a very nice diamond and it and it was highly rated as well. they offered to take the diamond off of that ring and put it on ours with a new stronger mounting, have the whole ring with the new diamond get a new certified appraisal and other services. The estimate and final price not only beat the other quotes at the other jewelers, but with a much better diamond. They will be not only our go to place if we need additional jewelry, but also we our recommending them to our extended family and friends. You should at least give them a try. read more

Farid and Aida are amazing lovely people. Salt of the earth truly. I will always stay loyal to them. Absolutely love my new valentines ring to myself. read more

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I've been coming to the LA jewelry district on and off for over forty years and have never found a more reliable and honest place as General Diamonds. The owners are exemplary. They truly care about making sure that you are happy with your selection. They only carry excellent quality merchandise and you'll love the price!!! And tell them hi for me. I love them!!! read more

Farid and Aida are awesome. They were very helpful in a unique situation that we had. They are so nice and honest about options/pricing. The whole process was easy. I can not recommend them enough. read more

My fiancé purchased my engagement ring here and it was absolutely gorgeous! Lovely ring. We bought our wedding bands here as well and had an excellent price! They are very helpful and friendly! Will even polish my ring before my wedding! I will definitely recommend them to my friends when they get engaged. read more

I've been coming to Farid and Aida for nearly 20 years. From engagement to wedding to anniversaries and everything else. All my friends went to Fareed for engagement rings and continue to rely on General Diamonds. I've had custom things made, and bought out of the display. All beautiful. Buying jewelry and especially stones can be daunting, particularly if you don't know if you can trust the person you're working with. Fareed is a pro I trust, so I'll never go anywhere else. Friends who have moved to TX, TN, NY still go to Fareed for they're jewelry, it says a lot. This is the latest piece, a valentines present. Fareed made the setting and picked stone out based on quick conversation. Came out perfect. read more

General Diamonds - Jewelry Near Me - Los Angeles, California

This is going to be a lengthy review but just for times sake the summary is General Diamonds was the best buying experience of my life period. They not only saved me from making a terrible mistake, but they made the most beautiful unique ring I have ever seen. The Service, Selection, and Speed were all amazing. My first experience with General Diamonds was in January when I had planned to head to the Diamond District downtown and hit up as many stores as possible. I scouted ahead and read a bunch of reviews to go to the five best places within the large International Jewelry Center. I brought along with me a Marquise Diamond Engagement Ring that had been given to me by my Grandma. I was actually looking to sell the ring so that I was able to buy a round stone. I went to my first four stores and they all roughly said the same thing... "Marquise's are not in, we sell maybe one a year, this will just sit on our shelf". Most would buy the ring for me 2-3K price range. Then I went to General Diamonds. After I told them what I was hoping to do (sell the ring) , Farid and Aida both looked at me and said "Why would you sell this ring? It is gorgeous. You will never get anywhere close to what it is worth." I said hmm and thanked them for their time as I left the building for the day after checking out their ring selection. I was a little bummed as I was hoping to get more for the ring and didn't see anything I absolutely loved. Over the course of the next week I pondered what I thought I should do and finally I decided upon using the Marquise Diamond I already had. I decided you know what I haven't seen anything I love maybe I will design my own ring getting ideas from online. I called Farid and asked if I could design my own ring with him and he said of course, that they would have no problem making me whatever I desired. That saturday I stopped in with a number of different pictures showing Farid the custom ring I was hoping to make. We talked for a bit and figured out everything from the sizing, what type of metal, and what type of diamonds on the band and halo. I then gave to him my Marquise stone, a small deposit, and he gave me an amazing price quote for the entire project. Over the course of the next 3 months I went to General Diamonds a number of different times, the first was after the first renders had been completed, and then a few weeks later to see the finished wax mold of how the ring would look, I then came in a saw the first rose gold part finished, and then the outer band. The entire time Farid and Aida always greeted me with a smile by name, and asked me how everything was going with my girlfriend and work. They truly cared about me as a human and not just a customer. Finally the day came and they shot me an email saying the ring is finished, you may come in and get it anytime you like. When I walked in they gave me a smirk and said you are going to love this ring, it looks like a 100,000 dollar ring, and wait til you see the appraisal for the diamond! So after months upon months of work and waiting Farid finally pulled that black box out from behind the counter, and when he opened it up WOW, one of the most amazing rings I have ever seen in my entire life. I could not believe that I was going to be able to slip that onto my girlfriend's hand and she would wear it forever. I was already on cloud 9 as I had just become the owner of the most amazing engagement ring, but the story gets better. Aida pulled out a pamphlet from EGL appraisals and said "You remember how everyone else was offering you around 2,000 dollars for your ring, the Diamond is a Tiffany's VS1 E color and was appraised for over 14,600 dollars". I nearly fell over right there on the spot. The fact that I almost sold that diamond for 2,000 dollars is a shame and if it weren't for Farid and Aida I would have. They would have gotten a five star review for their services but the fact that they were the only jeweler to tell me don't sell that ring it is very nice, speaks volumes about them as business owners but also as knowing their product. I have been happily engaged for two weeks now and can honestly say Farid and Aida made the whole process so easy, fun, and rewarding that they have earned a customer for life and a man that will sing their praises to anyone that will listen. No matter what piece of jewelry you are looking for, this has to be your first stop. I not only trust them, but they make the whole process easy on an already stressed out boyfriend! Thank you so much Farid and Aida! read more

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My fiance and I chose to buy wedding bands from General Diamonds after being so pleased with our experience buying my engagement ring there, as well. Going in, I knew exactly what I wanted. My fiance, on the other hand, had no clue what to pick out. Aida helped him try on nine different styles of wedding bands over and over, answering all of our questions with confidence, patience and grace. She was so helpful, quietly offering her opinion without trying to influence us into something we didn't like, nor could afford. It was obvious that she cared to help us pick out something we would be pleased with. Both Farid and Aida are very knowledgeable and are happy to offer honest and helpful insights to their patrons. Each of our visits here have been ideal. Farid and Aida seemed very happy to help us find the perfect fit for our personality and our budget. It is easy to see that they take pride in their business by making customers feel special and welcome. (Farid always offers to clean my rings while we shop!) They both enjoy getting to know their new customers while also maintaining a good relationship with their more seasoned patrons. When you visit General Diamonds, you will feel as though you are welcomed into their home. After one month of marriage, my husband and I are very pleased with our rings. We often get compliments on the beauty, style and how well each piece reflects our personality. When that special anniversary rolls around, General Diamonds will be the first stop! read more

Farid and Aida are amazing! We only go to them for our diamond jewelry, not only is Farid an artist with his creations, but the quality is outstanding. We had my engagement and wedding rings made there 10 years ago, and this month had a 10 year anniversary eternity band made. They also always give an amazing price, highly recommend them! read more

Written by the fiance: So first off the LA jewelry district is a great place to get an engagement ring due to the sheer amount of stores in the area and the resulting wholesale and competitive prices. I probably visited close to 15 stores in the district and would definitely recommend reading the yelp reviews on places you visit/plan on visiting as some of the higher rated stores are really helpful and some stores should be avoided due to reports of shady behavior. On to General Diamonds. I have nothing but great things to say about Farid and Aida. Again I had visited a bunch of stores so I had many comparison points and they were definitely among the nicest, most helpful, and competitive in price. Initially when I went they didn't have what I was looking for, but made a big effort to have several diamonds sent in matching what I was looking for (specifically GIA certified, type of cut, range of color/clarity/etc). I was definitely pleased with quality of the diamond and was pleasantly surprised to find that even after they took the effort to get these diamonds sent in the prices were still among the most competitive of the many many stores I looked at. Another thing I loved about General Diamonds is that they can custom make the setting so you get exactly what you want. I found these setting were a little more costly then the stock ones offered at other stores but it's custom made for the diamond so the fit is great. Overall my fiancee tells me almost weekly about the continued compliments she still gets about the ring (recently even had a person ask to take a picture of it because she liked it so much). I would say do your research and take a look around several places to get an idea of prices and what you want but definitely check this place out, I highly recommend them to all my friends, and already have plans to go back for our wedding bands. read more

General Diamonds did a fantastic job helping me find the right ring for the right price. Farid is very reasonable and knowledgable. They will help you with price since that is a major concern when buying a ring. I knew the bare minimum about diamonds when I came in and he knew just what I was looking for without me having to say a lot. I highly recommend that if you're thinking about buying an engagement ring, or any kind of jewelry, you head down here. Parking can be difficult, but it's worth it if you want a fair deal. And if you are thinking about using Robbins Brothers, don't. Use them to get an idea of what your fiance wants, then go here to get it at half the price. One thing to keep in mind, though, is that they don't do financing, so have money saved or a credit card ready. But considering that you will be charged twice as much to finance, this is the way to go. read more

My fiancé and I loved working with this jeweler. The diamond we selected and the ring he designed for me are absolutely stunning. I am constantly receiving compliments. They worked with us to keep the costs down. We would recommend them without hesitation and will return! read more

General Diamonds - My engagement ring is 1.5 carats - Jewelry Near Me - Los Angeles, California

I just wanted to give an update because as always General Diamonds has exceeded my expectations. Not only has my entire family been going to Fared and Aida for years, we went there to get a birthday necklace for me. My boyfriend drew out a design and Fared made it come to life. The price was outstanding as well and the necklace is beautiful!! I can not recommend them enough as you will get the best quality for the money!! read more

We came to general diamonds for our wedding bands and were very pleased with the result. Unlike many of those other ring shops that get lost in advertising, specials, and poor customer service, General Diamond is a small shop run by an amazing husband and wife team that truly want you to be happy with your purchase. They helped us select both wedding bands we needed, listened to our preferences and requests, and then filled our order exactly as we wanted in half the they estimated. They also agreed to engrave my wedding band for free, which was a great perk. Additionally, they said we could come back and get the rings cleaned and polished before the wedding at no additional cost. Even though they are located in a sort of bizarre building downtown in the diamond district, I encourage any of you that are serious about jewelery to pay them a visit. read more

Yet once again, the professionalism, the intelligence, and the absolute dedication to maximum quality is here!! Farid El-Khoury dedicates himself to excellence!!! I bought my fiancée's engagement ring here (see pictures) and will buy all other rings, bracelets, necklaces, and earrings from GENERAL DIAMONDS!!! read more

General Diamonds - Bling!! - Jewelry Near Me - Los Angeles, California

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What a wonderful Experience. My wife and I have been married 20 years. We originally got married with just bands. well now that we have raised 3 kids and are empty nesters we decided it was time to have a diamond for her finger. We drove 4 hours to L.A. and happened on General Diamonds because of the positive reviews. The help we received from Farid and Aida was amazing we felt like family. Needless to say we picked out a beautiful new wedding set design for my wife along with a loose diamond and it is being made at this time. 2 more weeks and we pick it up. We will post pictures. If you are ever looking for Jewelry Please go se Farid and Aida you won't be disappointed read more

My fiancé purchased a beautiful custom engagement ring for me from Farid and Aida and so we knew that we had to come back here for our wedding bands. They designed a gorgeous custom wedding band for both of us! My fiancé had a very unique design in mind and Farid and Aida overdelivered!!! We were blown away with how beautiful it was and the quality is top notched. They're the kindest people and their attention to detail is incomparable. We cannot recommend this place enough! read more

My fiancé surprised me with a beautiful solitaire diamond engagement ring from here. It was recommended by another friend who had purchased his fiance's ring here. My fiancé told me what a great experience he had with both Farid & Aida so we went back when I was looking for the perfect setting. They customized my dream ring & I have to admit, I was really nervous when picking it up, but all my reservations disappeared when I laid eyes on it. It was perfect! I can't stop looking at it. My fiancé told me he got a good price, the quality was great as well as their expertise & customer service. We will b coming back for our wedding bands & will recommend to our friends! Thank you! read more

Amazingly beautiful engagement ring for a price that is absolutely unmatched. We had a miscommunication when designing the ring and the first version wasn't quite what I wanted. Farid and his wife made sure to correct the issue within a week and even took off $500 from the overall price. I will absolutely return the next time I need jewelry. read more

General Diamonds - Jewelry Near Me - Los Angeles, California

My husband bought my wedding ring here. He surprised me with a plain band with a nice size diamond . He knew that I would want to be involved in the ring chose so they let us trade that ring back towards the ring of my dreams. Fantastic way to do it by the way. I get compliments on my ring at least twice a week-seriously. They will definately bend over backwards for you and with their knowledge there is no way that you will not be completely satisfied and glowing when you leave. I Cannot wait to take my BFF there tomorrow to choose her dream ring read more

General Diamonds - Jewelry Near Me - Los Angeles, California

My Fiance proposed with a custom ring from General Diamonds and it is everything I could have hoped for. Since getting engaged, I've become a customer myself. I purchased my husbands wedding band from them. He is not the jewelry wearing type but Farid & Aida found him a ring that fits his style and made him feel comfortable. And finally, I had my mother's vintage wedding band resized (something other jewelers told me wasn't possible) and the result was perfection. The quality, selection and customer service offered at GD is the best I've experienced. They are extremely professional and knowledgeable. I trust these people completely and will be a lifelong customer. Every time I visit, they offer to clean my ring and I find something else to add to my wish list, all of which are reasonably priced. The best. read more

Great service Beautiful merchandise Very friendly Been coming to them for over 20 years read more

My fiancée and I purchased our wedding bands here after purchasing my engagement band and knew this is the only place to take care of our jewelry needs. We LOVE that they remembered us after being engaged for 3 years and not seeing them for about that amount of time! We also love that they show us many options and are able to take notes on what we really like and what we may be interested in purchasing the the future. That sort of detail is rare! They truly are the best and take their time with their customers and leave no detail too small to talk about or un-noticed. We have began to feel like they are part of our family! Even when I forgot to include a letter on my future husbands engraving, Farid and Aida are able to work with me on my mistake to help me fix it and come up with options. I couldn't be more thankful and blessed. We can't wait to wear our beautiful wedding bands from them in Maui! Thank you Farid and Aida! read more

My fiancé went to the diamond district with the basic knowledge. After the confusing elevators dumped him on this floor he randomly selected this place. What a great find! He is the bargain shopper and picked out the most beautiful stone and setting. He then went and shopped a few more places. We came back together on a Saturday afternoon a few days later and they remember him and were so happy to help us again. They had the stone and setting ready to show me. Aida could not have been more patient and explained everything to us. They had the ring ready to go a few hours later for us! I would use this place again without a doubt. They are professional and experienced!! Thank you both for such a great experience. read more

We had the best experience getting my engagement ring from General Diamonds! We went ring shopping and I picked out a ring from one of the expensive jewelry companies out there. We brought the specs to General Diamonds and they walked us through the entire process of making the same ring. We got a great deal on the diamond, and even better quality that we originally planned for! The ring is absolutely beautiful and perfect, and I can't wait to come back for our wedding bands! Thank you so much, you guys are amazing!! read more

Recommended from my friend who recently got his engagement ring here. I imagine most people buy diamonds/engagement just once in their lives, and Farid and Aida delivered the most important things my fiancé I wanted: 1. Trustworthy 2. Knowledgable yet approachable 3. Love what they do 4. Excellent customer service They recently re-sized my ring for free with a smile as well. Farid and Aida genuinely love to make people happy through their work and will point you towards the right diamond. read more

Highly recommend. We bought my engagement ring and wedding band from General Diamonds 7+ years ago. Farid and Aida are genuinely kind people who made us feel very comfortable, the quality of the diamond was excellent, and I love my rings! When I wanted to get some diamond earrings for my mom's 70th birthday a couple months ago, there was no question about where I would go. Aida was patient in helping me select a beautiful pair of diamonds, and they re-set them into yellow gold (just like my mom wanted). She loves them and wears them constantly. They even re-sized my wedding and engagement rings that (sadly) had grown too tight after baby and COVID stress-eating for a super low price. I will 100% go back for any future special occasions and would recommend them to friends and family without hesitation. read more

High quality and Best customer service! They treat you like family. Mr. Farid enlightens and will gives you a diamond lesson 101 course before you buy. They do not judge you when you are looking for that right ring. You can give them your ideas and Mr. Farid and his wife makes it a reality. I recommend them to anyone. They will continue to be my family's go to jeweler. read more

Farid and Aida we amazing.. they helped my fiancé and I pick out the best wedding band to go with my custom engagement ring... they were not pushy, and we tried on just about everything it felt like.. the end product was more thank we could of hoped and the two of them are some if the best people I have met.. thank you. read more

General Diamonds - Thank you for my rose gold vintage wedding band ... - Jewelry Near Me - Los Angeles, California

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General Diamonds is run by the nicest couple, Farid and Aida - and they genuinely care about their customers and the quality of the jewelry they provide. I've been a customer for 15 years and will continue to be for as long as they are open. Their products are the highest quality, reasonably priced and they do whatever it takes to make customers happy. I recommend them fully and can assure all that they will be well taken care of if they choose to shop here. read more

The service and attention here is unparalleled. After receiving my engagement ring, my fiance and I went back to get the ring cleaned. Farid was so sweet and attentive, and told me I could come back anytime for a cleaning. Will definitely be recommending to all of my friends! read more

I found General Diamonds this June 2016, while my daughter and her fiance were picking up their wedding rings. I brought along one of my rings that had not been cleaned in years and a ring that had a bent prong on it. Aida and Farid were so professional and happy to help me take care of my rings. My ring came back polished and sparkling and my diamonds looked gorgeous, much prettier than the day it was placed on my finger. I was able to try on a variety of rings while I was there from their beautiful selection. They gave me a lot of tips and great information. I highly recommended everyone to visit them for whatever your jewelry needs may be. Engagement, wedding, anniversary, birthday or just because. Thank you General Diamonds Lisa Quesada read more

My husband brought me down to General Diamonds to pick out my own 5 year anniversary band. I was greeted by both Aida and her husband, and instantly felt comfortable with them among the shimmering diamonds. Aida did an amazing job helping me try and find something that fit my style, but when nothing was quite right, she told me I could customize any of the rings, or design my own. On that note, I picked out something similar to what I was dreaming of, and with a little change here and there, they were able to create the ring of my dreams! read more

General Diamonds - my custom rose ring from General Diamonds. I adore it! - Jewelry Near Me - Los Angeles, California

Farid and Aida were excellent! I visited quite a few jewelers before being referred to General Diamonds by a good friend and coworker. I found them to be very kind, professional, and knowledgeable and they had an extensive selection to choose from. I was fortunate to be able to use my grandmother's diamond for an engagement ring and I was nervous about leaving it with anyone. When the time came to set it, Farid brought me to the diamond setter and the polisher so I could keep the diamond in my sight throughout the entire process. The ring is amazing and I couldn't be happier. I will be back for the wedding bands and will definitely refer friends. Thank you! read more

So far I've purchased my wife's wedding, anniversary, and now earrings. Always friendly and personal service from General Diamonds. We love the quality and care they give to our every purchase. Easy parking, easy access and the best selection. Warren Taylor read more

I recently purchased an engagement ring from Farid and Aida at General Diamonds and it turned out to be such a great experience. Farid was introduced to me by my future father in law and turned out to be the most helpful jeweler I have ever worked with. We came up with the concept for the ring based on a few different designs that my fiancé liked. Farid worked his magic and out came this incredible ring. My fiancé and I could not be more happy! Thanks Farid and Aida! read more

General Diamonds - Engagement Ring by General Diamonds - Jewelry Near Me - Los Angeles, California

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My husband designed the ring he wanted for me and these guys at general diamonds executed it perfectly. Couldn't be happier with it!