I can not recommend this place enough. I was thinking of going somewhere else for a necklace for my girlfriend but was shocked at the overpriced jewelry. I called General Diamonds and spoke to Aida over the phone who was very friendly and informative with unique ideas that they could do for me. I ended up picking out the chain, pendant, and diamond for a beautiful customized piece. The price was incredible and they sent me home with an official appraisal as well. I will be back, getting to make my own piece was so incredibly special. read more

After searching online for rings, I found the need for a tactile shopping experience to convince me of what I had seen online. My experience at General Diamonds made me glad I made that decision. Aida was nothing but warm and helpful from the moment we walked in their door. I explained my less-than-Beverly-Hills budget, and she enthusiastically proceeded to show me several quality options. I didn't expect to feel comfortable shopping for rings, but Aida and Farid proved me wrong, and I'm glad about that. I'm extremely pleased with the rings we selected. The pricing and customer service are extremely nice elements of shopping at General Diamonds. read more

My experience with Farid was incredible. My family has been buying rings from him and his wife for 3 generations and now I know why. He helped my fiancé custom make her ring, giving her suggestions and advice and what works and what would not work. He was able to make exactly what she wanted and she was beyond pleased with the result. I could not have asked for a better experience in buying an engagement ring. read more

Repeat Customer- I would like to thank Aida and Farid for their expertise in helping me make my selection. I visited: General Diamonds about 10 years ago, they helped me select a beautiful ring for a lovely lady. Fast forward to April 2021, I was in the market for a pair of earrings. I was not disappointed. They once again came through and helped with another great selection. Thank You, Aida and Farid- General Diamonds. Your Loyal Customer James. read more

It's been ten years since I got my engagement / wedding ring at General Diamonds. Time flies! My ring is still great. We picked out the setting and then they helped us find five stones to make it great. They also did my husbands wedding ring which was a custom design. We've been back a few times over the years for various reasons and it's always a pleasure to stop by. This is definitely a great place to purchase diamond jewelry, especially if you want to have some fun picking your stone. read more

Farid and Aida are incredibly kind and take great pride in their craft. Farid custom-made my engagement year a few years ago and then made a matching wedding band (i'm not wearing it in these photos to highlight the engagement ring). We will never go to anyone else for jewelry! read more

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I purchased my wedding ring, my wife's engagement and wedding ring from General Diamonds back in 2014. I went in today to get another ring for myself and they remembered my name, and had a record of what I purchased in the past. Awesome service. read more

Farid and Aida were excellent to work with. Farid took my wife's concept and delivered a beautiful custom ring. read more

General Diamonds - Farid took my wife's concept and delivered a custom band to enhance her wedding ring. She is so happy! - Jewelry Near Me - Los Angeles, California

Very helpful and expert advice. They can custom make your ring which is what they did for me. I felt very confident that I was getting an amazing ring for a very fair price. You wont be dissapointed. They also have other types of jewlery. After I propose, my girlfriend and I are definitely going here to get our wedding bands. read more

I went to Farid and Aida based on the Yelp reviews and it was definitely a great choice. They were so wonderful and not only helped us explore options but, ultimately, create a ring based on my original piece. They were thoughtful and really strove to find the perfect fit for me - not maximize their sale price. Can't stress enough how easy and simple the process was. Thanks for a great experience and a beautiful ring! read more

Farid and Aida are wonderful to work with! They were super helpful in answering all of my questions as I was learning all about the ring buying process. They listened to me and helped guide me in the right direction when I wasn't sure about some details. Farid was able to custom-make my fiancé's ring, and he delivered exactly when he said he would, I didn't even have to stress about it! They helped me feel confident in my decision and gave me the necessary guidance to get my fiancé the perfect ring. They were never pushy and I could tell they genuinely wanted me to feel confident in my purchase. My fiancé loves her ring and we'll cherish it forever! Thank you Farid and Aida! read more

This is simply the best place you can go... I have been a customer for over 12 years and always thrilled to stop by and see what they have available. Farid and Aida are helpful, honest, wonderful people who provide great pricing and the highest quality diamonds. I come all the way from Santa Barbara and won't go anyplace else... above and beyond the 5 stars given here. You can buy with confidence knowing you are getting a great deal and the best quality. Thanks for being SUPERSTARS ! read more

Within minutes of being there I knew I was buying my wife's engagement ring from General Diamonds. Everyone who sees the band says it is unique. it stood out in the case so much I knew I had to buy that one. Price was SO reasonable I was able to buy a bigger diamond than expected. I even designed my own wedding band and they made that at a great price. I enjoy seeing my own masterpiece every time I see it on my finger. I researched the C's of diamonds. Then went online and then went into about 5 different locations to make sure I was not being taken advantage of buying my wife's engagement ring. When I was referred here by a friend who was referred by his cousin I knew that if it is worth referring that many times it is worth trying. I saw the VERY elegant and unique styles and was impressed. One in particular I knew was the one. I told Farid the C's I could afford and wanted to look at. He pulled out a few and I inspected them. The sparkle and quality of the whole group were better than most of the eye catchers shown to me at the other stores. Then when I asked the price i realized I could go a couple steps up in clarity! Bought the engagement ring from them and when I thought about my wedding band I did not want anything typical or plain. I did a rough sketch on a piece of paper of a white gold band with 3 diamonds and 3 blue topaz alternating all the way around. They made it special for me for a great price. Of course, we bought her wedding band there too. And go back for our maintenance. I travel from Orange County area because they are that worth it. read more

This review is very late (I purchased the diamond in early 2016), but better late than never! I purchased a handmade setting for my fiancée's engagement ring on Etsy. The only thing left to do was to buy a loose diamond for the setting. An acquaintance recommended going to the Los Angeles Jewelry District where I discovered General Diamonds and I could not have been happier with the results. Farid and Aida were extremely helpful. They showed me how to pick out an amazing diamond based on my budget and expectations and arranged to have the diamond set at no extra charge. They even offered to polish my ring before my wedding. I will definitely recommend them to all my friends and family. read more

Once again. Farid and General Diamonds has helped my wife and I get the most beautiful diamond, in a necklace this time. We are serious shoppers and can't find better quality or pricing anywhere else. Thank you again Farid! read more

I was shopping around for an engagement ring, I wanted to surprise my girlfriend. I tried the malls, but there prices were out there, so a friend suggested the jewelry district in downtown. Went to a few places, but I wasn't happy with the stuff that I saw. I wanted something spectacular and I wanted a piece with quality. I found it at general diamonds. Aida and Farid were the nicest couple to work with, they had a great selection of rings, and they also had a great selection of quality center stones. I saw a ring I fell in love with and I was pretty sure my girlfriend would fall in love with it also. No pressure to buy, no sales person breathing down your neck trying to make a sale. I had a great experience. I will be back soon to purchase our wedding bands. Thank you Farid and Aida. read more

When my fiance proposed to me he decided to let me pick out the ring of my choice. Well the hunting for 'the ring' took us a good 2 and a half weeks of walking into store after store. We started out with the well known stores like Robins Brothers, Jewelry Exchange of Tustin, Zales...Each one of them had ridiculous prices and policies on the tiniest carat diamond rings. Just as I was ready to give up, I searched online and found Hill St's jewelry district. What is funny is that when I yelped Hill St Jewelry stores this place did not pop up. As good as all the other jewelry stores on Hill St were, they didnt have the service, selection and prices that General Diamonds can offer. Aida was just so welcoming right from the first moment we stepped into the store. While at first glance, I didnt think there would be much of a selection there (compared to a store like Robbins Bros), I was surprised. They have quite a selection-plus every ring of theirs is so pretty. Once I picked the ring I LOVED, Farid and Aida showed me the official certification on the diamonds. Aida made sure we looked threw the little scope at our rock, so we would know its minute imperfections listed in the certification. General Diamonds was by far the best place I shopped at. I will be sure to be coming back to this store for al my jewelry needs. Thank you Farid and Aida. I absolutely LOVE my ring. read more

My fiancé and I have been shopping together for my ring and diamond for the last couple of weeks. We've been to many stores in downtown and other parts of the city and by far, Farid and Aida have been the warmest, most informative and most friendly and by a long shot, have the best prices. We were there for a very long time as my fiancée squinted through the magnifying glass and tested his steady hands with diamond tweezers. Farid stood by ready to answer questions and offered practical advice. Outstanding service. Great and unbeatable prices. Honest and caring advice. Super important for such an important and expensive purchase! read more

We thought we'd write an update as we have returned to General Diamonds and bought my wedding band. It is beautiful, fits perfectly with my engagement ring, and so much better than we could have imagined. Our original plan was to use an Irish wedding band - - but after we received it from Ireland... it just didn't work for us. Farid & Aida knew exactly what would work and we couldn't be happier! Thank you!! PS - What's going on with Yelp? My original review was not displaying until after I signed in.... and now I'm showing as the first reviewer? It's really odd as I saw 2 really great reviews prior to mine. read more

[Written by my husband] I bought my fiancee's engagement ring here and we later went back for our wedding bands as well. I first came across General Diamonds after a friend had mentioned he had a good experience with purchasing an engagement ring there and decided to make the trip up from San Diego. I didn't know much about diamonds, but it didn't matter. The owners went over every aspect of a diamond and how the variables really come together. Most jewelers just show you only what you ask to see (especially true of the chain stores I visited), but the owners here let me see a range of diamond qualities just to better illustrate the differences between grades to help me make a much more informed decision. Farid and Aida (the owners) were incredibly helpful, but above all they were honest. Of course, the greatest thing about my experience was the price. Nowhere else would I be able to get the quality of ring I did at the price the owners gave me. The whole experience was amazing: great quality diamonds at a price far better than any other jeweler and owners that have great advice on what to look for in each diamond to ensure you get what you want and not what they think you should buy. I took my brother-in-law to them on Christmas Eve so he could purchase his engagement ring from them as well and they were able to build him the ring he wanted in a single day so that he could propose on Christmas Day - that type of custom ring service over the holidays won't be found anywhere else. I don't intend to ever go to another jewelry store. read more

Love coming to General Diamonds!. Farid and Ida are the BEST!. I've been coming to them for over 15 years. They are honest and ptovide quality diamionds at Vesuvius pricing. They can make u anything read more

Got my wedding band from Farid and Aida a few months ago - what a great experience! Very personable people, great design and prices - highly recommend to anyone looking for quality jewelry pieces. read more

Excellent service, gorgeous diamonds!!! My husband bought my platinum & diamond engagement and wedding rings here 10y ago and I absolutely love them! I recently had the rings cleaned and they look brand new! I wish I took a before photo because I was amazed by how much they sparkle. Thank you!!!! read more

Love this place! Farid and his wife are the best and will always work hard to help you find the right jewlery! My husband and I bought our wedding bands here, my engagement ring and my cross. We are also always sending our friends to this place! So far our friends have bought 2 engagement rings and diamond earrings and they all had positive things to say! Thanks Farid and see you soon! read more

Very nice quality jewelry for great price! The owners are so kind and friendly, love this place, will recommend it to everyone

General Diamonds is the best! Farid & Aida are absolute gems to work with! My engagement ring & wedding band turned out beautifully!

Let me start this review by giving some background information on my search for the perfect engagement ring for my fiance. I started out going ring shopping for my fiance about 6 months ago. I went to what seems like every retail ring store in a 30 mile radius. I was getting so dejected because I could not find a ring that I loved at a price that was actually affordable. Finding the perfect engagement ring was quickly going from fun to super stressful. That is when I got the help of my sister. Her husband had purchased her ring at general diamonds and highly recommended this place. General Diamonds has been his family's jeweler for generations. As soon as I stepped into general diamonds, I could tell that I was in a different sort of place. Farid and Aida were sooooo helpful. I can't thank them enough for their help. We spent a ton of time looking at center stones. They pulled out several diamonds, placed them on the setting I had picked out and explained the differences to me. They offered me honest advice to go along with amazing jewelry at great prices. They are committed to great service and I never felt any pressure to buy anything. All they cared about was me getting exactly what I wanted, and that I did. My Fiance loves the ring and gets a ton of compliments. I can't recommend General Diamonds enough. We will definitely go back for both her and my wedding bands. Thanks so much Farid and Aida! I feel so happy to have found a jeweler I can trust. read more

I wanted to buy my girlfriend an engagement ring, and there was a designer ring at a big chain that she had her heart set on. I checked the prices at the big chain and it was too much for the size and quality I wanted. After some shopping around I found a local jeweler that could make the ring. But, he said he would work with me on the price. So it seemed like there was a decent mark up. A friend recommended that I go to General Diamonds. I took the trip to LA to see if I could get a better deal, and I am so glad that I did. The location was easy to find, and there was ample parking in the paid lot. I met with Aida and Farid and showed them pictures of what I wanted. We discussed size, and clarity and we looked at several different sizes of diamonds. Aida and Farid were very knowledgable and talked with me about budget and delivery date. Their price blew the other jeweler out of the water and I was able to afford a larger diamond while still getting the quality and clarity that I wanted. The ring was ready on the delivery date and it was exactly what I wanted. I couldn't believe how perfect the ring was. My fiancé was so happy that I gave her the one ring design that she has wanted for years. The ring is perfect and I saved so much money. Aida and Farid were professional and friendly. I am so glad that I went to General Diamond and would recommend them to any friend or family member. read more

I don't really write reviews but Farid and Aida are amazing. I had to write them a review because I feel obligated after they helped me custom make a ring in a short period of time. They were punctual, trustworthy, and honest. They got back to me within the hour after I sent them an email. They actually seemed to care? I checked out probably 10 stores + and this is the first place I felt comfortable and not pressured. Please check them out! P.S. I'm also going to shop there again soon! read more

5 stars for service before you buy, BUT I had to have my ring reappraised for insurance purposes & it came back of 1/2 what we paid for it. General Diamond just told us we didn't get it appraised by certified appraiser. My insurance recommended the appraiser. I would recommend shopping around or get a second appraisal before purchasing. read more

Farid and Aida are the nicest people. We don't go often, but when we do we feel like we were there just last week. We purchased our wedding rings from them 2005, then a necklace, then earrings; they never make you feel like you haven't spent enough. This time my husband purchase a sapphire ring (present while on a cruise), it was too big and I wanted Farid to resize. Their suggestion was to not resize for the stone could come loose. I had a ring with 20 small diamonds that if I worn the new ring I wouldn't wear it. Aida suggested using the diamonds to make two ring guards to keep the sapphire/diamond ring in place. Well that's what we did and the rings are absolutely beautiful and now I have three rings to mix and match. By the way they also cleaned up my wedding rings. Thanks Aida for the suggestion, I love it. read more

General Diamonds - Wedding rings designed by Farid 2005, still love them. - Jewelry Near Me - Los Angeles, California

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WOW I am very impressed with the quality and craftsmanship that was put into making my fiances engagement ring. It is BEAUTIFUL!! Excellent customer service and I highly recommend General Diamonds.You have to come here to get Diamonds. read more

General Diamonds - Thanks guys!! - Jewelry Near Me - Los Angeles, California

My hubby just recently had a 14k gold bangle custom made for me by General Diamonds. The bracelet is sooooo beautiful and elegant. It looks amazing on my wrist. We had been looking around for a gold bangle for a while and couldn't find anyone who can custom make one that is high quality and at a reasonable price. Then we talked to Aida at General Diamonds and she showed me a sample and it was exactly what I wanted. Needless to say, I am very happy and satisfied with my beautiful gold bangle. I will definitely come back to General Diamonds for future jewelry purchases! read more

Farid and Aida were great! I ordered a new wedding ring for my husband and re-set my engagement ring. Their prices were reasonable, my items were completely on time and I've gotten numerous compliment on our rings. Plus, they are so nice and easy to work with. I wouldn't hesitate to recommend them. read more

My fiancé had my engagement ring made here and I can't say enough about how beautiful it is. I went with him to describe how I wanted my wedding band to look. We weren't sure it was possible to do but I had a vision of what I wanted it to look like. Picked up the rings today and I was speechless. The entire set is beyond what I imagined in my wildest dreams. So stunning. The customer service is fantastic, prices are great but most importantly they take your vision and make it reality times 10! I will be back for all of my jewelry needs!!!!!!! read more

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After going to just about every store in the enormous Jewelery/Diamond building in Downtown LA, I decided to go with General Diamonds based solely on the gut feeling that I got from Farid and Aida. And that gut feeling was right!! I went there to replicate a fake ring that my wife has into the real thing, which is something she has wanted for a while. Since it was a surprise, I couldn't actually take the ring to show them, so they were working off a picture I took from my cell phone. Also, to clarify, this fake ring was not a simple design...it was 4 rings inter-twined and very unique. Their quality, workmanship, and design were immaculate...and the price was fair too! They were helpful, friendly, and most importantly they far exceeded my expectations. My wife was surprised and amazed that someone could create a better version of this unique ring. Go ahead, go to every store in that Jewelry Mart, but make sure to visit Farid and Aida at General Diamonds on the 8th floor and I'm guessing you'll be a satisfied customer just as I am. I would highly recommend General Diamonds to anyone that is looking for high quality jewelry for a fair price. I will definitely be working with them again in the future. read more

Farid and Aida were absolutely the best. I spent weeks looking at tons of other jewelers but was really impressed with the service at General Diamonds. They did not try to up sell me and did not pressure me in any way. They provided all of the information I could have asked for about the ring and the stone and my options. They helped me create the perfect ring for my fiancee which had to be custom designed and crafted. Farid paid as much attention as I did to every detail about the ring and they made sure the ring was ready in record time. Even with this excellent level of service, they gave me a terrific price on a fantastic diamond and ring. Most importantly, my fiancee loves the ring and we will definitely be coming back here for our wedding bands and other jewelry. read more

Aida and Farid were wonderful. They are legit and treated me so well I felt like I had a friend in the business. I look at my ring and it is beautiful and sparkly and the price was so reasonable and they were so easy to work with. I can't say enough to encourage you to go there. If you are on a budget or want to get the most sparkle for your buck, go see them. My friends sometimes make fun of me because my rings are so blingy which surprises me but I guess that means I did well getting something that looks really expensive even though we were on a budget. read more

My fiancé and I had a great experience overall! Farid and Aida were extremely helpful and knowledgeable, and I would highly recommend them to any friends or family. I had a good idea of what I wanted, but they helped me choose a great stone and setting that my wife loves. I will definitely be returning for anniversary gifts! read more

General Diamonds is an amazing place to buy your engagement and wedding bands! Couldn't ask for more attentive, caring and professional service. They really care about the quality of what they are selling, and care about you. Love Farid and Aida! They give you recommendations about what will look the best. Thank you General Diamonds! read more