Get Quotes Contact Us Sign In
Website
Call
Diamonds Forever The most exclusive Jewelry store in San Diego specializing in diamonds & custom engagement rings. Diamonds Forever offers an large selection of diamonds & fine jewelry: * Ideal Cut & Eco Friendly Diamonds Certified by GIA & EGL * Estate Jewelry: Vintage, Modern, Rare & Unusual * Colored Gemstones: Ruby, Emerald, Sapphire, Tanzanite, Peridot, Citrine, Pearls & More * Designer Jewelry: Gold, Platinum & Sterling * Wedding Rings/Bands & Diamond Engagement Rings * Custom Jewelry Designs With Your Gemstones or Ours * Pre-owned Luxury Watches *Jewelry & Watch Repair/Service Walk-ins Welcome!
Services
Antique engagement rings are a most extraordinary option, carrying both their past and future story within. We are the gemologists, designers, engineers, and craftswomen behind every piece of jewelry we create. When you come to our studio, you won't meet a salesperson, but us makers ourselves. We craft jewelry for every occasion.
Like rare gemstones, experts are not easily recognized at first sight, but when you do, they really shine. Jenny and Amy can proudly say their education and training sets them apart from the vast majority of the jewelry industry. They earned certifications across the complete curriculum of Gemology, Jewelry Design, Jewelry Manufacturing, and Custom Design at the renowned Gemological Institute Of America (GIA), the most respected gemological laboratory in the world.
Diamonds Forever is a small, but mighty expert team of jewelry aficionados devoted to creating a tailored experience for each of our clients. Jenny and Amy can proudly say their education, training, and decades of experience set them apart from the vast majority of the jewelry industry. Rarely will you find that level of raw talent and expertise in structural manufacturing and artful design in just one studio, let alone a jewelry retailer. Add Jenny's and Amy's design vision and personal service touch, and you get an unmatched combination of talent and artistry in one place.
Your wedding jewelry is an important part of your love story. So we guarantee that each one of our rings is thoughtfully crafted with the utmost care and intention. From our hands to yours-our engagement rings are crafted using century old techniques blended with modern microscopic precision to create the finest pieces available.
Our carefully curated selection of antique + estate engagement rings have lives that have spanned across a multitude of time periods, cultures, and countries. We can only imagine the stories they would tell. At Diamond Forever, we believe in carefully preserving these masterworks of history. Taking care to not remove its charms, we completely restore each item so that it may continue to be loved and cherished.
People
Jenny
Jenny
Personal jeweler
A Native San Diegan, Jenny grew up on the mean streets of Del Mar where she is known as Double Disc by her peon sports followers for her dazzling accomplishments in the ultimate sport of Frisbee.

After being disqualified from the 2001 FPA World Championships in Freestyle Artistic Impressionism for a wild throwaway, Jenny had to face the harsh reality that she would never professionally compete again. She found herself at crossroads, become a jeweler or open a Flying Disc Superstore.

Jenny studied in residence at the Gemological Institute of America (GIA) where she earned credentials in Gemology, jewelry manufacturing & design, enameling, pearl grading and CAD classes. While finishing her studies at GIA Jenny learned of a silversmith school in Mexico's San Miguel de Allende. She packed her bags and moved to Mexico to study under Billy King, a renowned designer. There Jenny learned in depth how to create jewelry using ancient jewelry manufacturing techniques and was inspired as a metal worker.

Today Jenny finds working with clients immensely satisfying and feels the engagement ring is the most significant piece of jewelry a woman wears. The engagement ring should enhance and accentuate a woman's image by reflecting her individual approach to fashion. Jenny maximizes her client's sense of ownership through their personalized experience designing, acquiring and wearing their own personal art, with a story.

Jenny's overall experience and education has transformed her to become both an analytical and a creative jewelry designer. She prides herself on her ability to translate client's designs into wearable art. Her inspiration stems from a love of classic Japanese design, ancient jewelry manufacturing techniques and of course, the Frisbee.

A small team, that Jenny considers family, of equal part artists and craftsmen locally manufacture Diamonds Forever's custom pieces and handle all the stores jewelry repairs. Jenny's industry experience and hands on jewelry manufacturing knowledge is extremely beneficial to her clients. Her knowledge in choosing the jeweler who is best suited for a particular task is key to providing the level of craftsmanship that her clients are used to.
Reviews (46)
Write a Review
Jessica H.
Jun 29, 2022
Wonderful knowledgeable folks working here! I would definitely pop in and buy some amazing jewelry. You can get your jewelry repaired as well as cleaned.
Alyssa S.
Jun 25, 2022
Amy was a delight to work with. She helped us create the ring of my dreams. She was kind, patient and very knowledgeable. My husband originally chose this from from the GIA website and we later found that Amy herself was GIA certified. After purchasing my new "upgraded" ring we left my original engagement ring for a GIA appraisal. We are very happy with the service, communication and help we got here. Highly recommend!
Marcus Lam
May 29, 2022
Very knowledgable and friendly jeweler. We bought our engagement and wedding rings from them and loved the finished work. They went above and beyond to ensure the rings fit and were a perfect match for what we were looking for. All in all would highly recommend to anyone looking for custom jewelry.
Mitchell Haw
May 23, 2022
I went to a few jewelry stores and instantly knew Diamonds Forever was the one to go with. The whole team (Jenny, Julie, Amy) was super helpful and nice. We customized an engagement ring with Jenny and it came out AMAZING. Check them out if you need a ring
Paul Baughman
May 15, 2022
I had some questions about diamonds I came across. Jenny and crew were very professional and knowledgeable. They answered all of the questions I had about the diamonds and then some. I strongly recommend Diamonds Forever for all of your diamond needs.
Morgan R.
May 06, 2022
We had an appointment here a couple weeks ago to design an engagement ring. We got to work directly with the owner and she helped show me options to come up with my dream engagement ring. We didn't feel pressured to buy or spend more than our budget and we felt the price was extremely fair. Will definitely be back to purchase my wedding band here!
William C.
Apr 20, 2022
Awesome place. I inquired for something as simple as cleaning my Bulova watch and the young lady Jenny, who timely responded, was not only brief but detailed. She also gave me feedback as to how the method could affect my watch. In this Information Age, customers appreciate info no matter how insignificant it may seem. So Diamond Forever knows how to do business.
Caroline T.
Apr 09, 2022
My fiance proposed with a placement holder. We went to Diamonds Forever so I can pick out the exact setting and diamond I wanted. Amy was really helpful and detail oriented when trying to find my perfect diamond. It took a few tries to get the price and 4 Cs I wanted, but she was very patient and understanding. She had really good advice in which diamond was better bang for the buck.

She recommended choosing white inclusions so it would be less noticeable. When we finally decided on the diamond after a couple of visits, I told her how I wanted my setting and Jenny and Amy executed the job perfectly. I am super happy with the ring, and I'm looking forward to designing my wedding ring with them.
Kelly Twichel
Mar 22, 2022
My husband bought my engagement ring here. It is beautiful and they knew how to help him find something really unique since I didn't want a traditional ring. Always nice stopping by to get my ring cleaned and say hello, they're so friendly.
Angela N.
Mar 02, 2022
This place is AMAZING! Julie and staff worked with us every step of the way. Quality of work was perfect, price was great as well. Thank you for making this special moment even better! We will definitely be back.
Christina Y.
Mar 02, 2022
My fiance and I had a wonderful experience picking out my center diamond. We had purchased my setting at a different place before we discovered Diamonds Forever. While I love my setting. I wish I knew about this place before! They have such unique gorgeous designs I could've picked quite a few from them instead haha! Anyway, we had gone to a few places in search for a place that would be able to put a near-2karat center stone in my setting that was apparently meant for a 1karat at most.

Lots of places said they'd have to take Diamonds out of the halo, reconstruct the setting.etc. would've cost a fortune! These ladies here are very experienced and not in it for the up-charging types of service. They were able to perfectly set my center diamond in tight and even reshaped the prongs to make the diamond really stand out. Thank you!
Kendell Courtney Klein
Feb 14, 2022
When we decided we wanted to custom design our wedding rings, we started meeting with a few jewelers around town to see who might be a good fit. From the moment we walked through the doors of Diamonds Forever, we felt so welcome and also very inspired by the gorgeous pieces on display -- and so we knew we were in great hands. Working with Jenny and the entire team at Diamonds Forever was such a creative, collaborative, and incredibly fun experience. Jenny was exceptional at listening to our ideas and integrating them into a design that exceeded even our wildest hopes and expectations.

Not only is this team of people incredibly talented, but they are also very kind, patient, and communicative. We loved this experience and cannot recommend Diamonds Forever highly enough -- you won't be disappointed!
Mary Lou G.
Feb 11, 2022
I took my wedding ring here because the white gold was turning yellow and I had lost two small diamond stones from their settings. They replaced the diamonds and replated the gold. The replacement stones match so perfectly with the original stones that you can't tell any work was done. The yellow is completely gone from the ring and the white plating shines brilliantly. My ring came back shiny, sparkly, and just like new. The owner is quick to respond, straightforward, honest, and easy to work with.
Jennifer L.
Feb 02, 2022
Not only is this store so beautiful and welcoming but the women who work here are as well. They are so kind and knowledgeable and I don't really want to go to another jeweler because of them. I have been taking old jewelry there to get repaired & cleaned & the purchases I've made have been priceless.
Cody Kennel
Jan 24, 2022
My experience with Diamonds Forever was amazing. All of the staff was very knowledgeable and helpful. I needed a very unique engagement ring and Jenny was Outstanding in helping me design the PERFECT ring. By far the best jeweler In San Diego, If you need a ring, or any jewelry that is, ask for Jenny and she will absolutely take care of you!
Michele S.
Jan 15, 2022
Jenny is so amazing. So patient and willing to help you find the perfect piece of jewelry! I came in for a repair of my favorite ring and will never shop anywhere else! I bought a hoop the other day and I only went to ask a question! Highly recommend this store.
Patrick Yuchnitz
Dec 16, 2021
Wonderful, nice, helpful, kind staff. They are a smaller store, but within the small space contain a few to a handful of something for every style you could be. From old to new to white to black there is at least 1 piece within your color scheme and style!
Megan Costa
Nov 28, 2021
I've been working with Jenny as my jeweler from Dimonds forever for over 10 years over the years she has helped me design a few custom pieces. she is extremely knowledgeable and by far the best jeweler I have ever worked with she is extremely detail oriented on her custom pieces and I am so happy with the way everything has turned out I cannot wait to design my next piece with her she can also get you pretty much any type of stone you would like.

I have also recommended her to a few friends who bought engagement rings from her that she designed and everyone who worked with her was extremely happy and impressed with the quality and craftsmanship that she provides as a business. I will never go anywhere else.
A. Shelley B.
Nov 25, 2021
This is the only jewelry store I have dealt with on a recurring basis since 2013. The staff is friendly, attentive, and has always delivered on my requests. Without hesitation I would have them develop an engagement and wedding ensemble for my future bride as they are well trained and their results are absolutely exquisite. They also repair watches, yeah! Best wishes to Jenny and Amy during their next 16 business years.
Megan C.
Nov 11, 2021
I've been working with Jenny as my jeweler from Dimonds forever for over 10 years over the years she has helped me design a few custom pieces. She is extremely knowledgeable and by far the best jeweler I have ever worked with she is extremely detail oriented on her custom pieces and I am so happy with the way everything has turned out I cannot wait to design my next piece with her.

I have also recommended her to a few friends who bought engagement rings from her that she designed and everyone who worked with her was extremely happy and impressed with the quality and craftsmanship that she provides as a business. I will never go anywhere else.
Felix Baguchinsky
Nov 07, 2021
I asked if they could help me find a unique sapphire within my budget and they nailed it! And they polished up and sized the ring perfectly. I couldn't have asked for a better experience. Go here. Perfect service, perfect engagement ring. Thanks!
Steven P.
Nov 05, 2021
My gold chain was snapped at two links, Diamonds Forever fixed it. You couldn't tell it was ever damaged and the turn around time was super fast. Great business with amazing customer service!
C. T.
Nov 03, 2021
I came in here for a ring cleaning yesterday and the woman was so sweet, quick, and they cleaned my ring complimentary and even checked to make sure nothing was loose. They had such a beautiful selection of jewelry! Great customer service!
Glenn S.
Oct 21, 2021
We had a great experience with Jenny at Diamonds Forever. It was warm, seamless and her engagement ring turns heads every day. Thanks so much, Jenny and team!
Juliana Lewis
Oct 16, 2021
My fiance and I got our wedding bands and my custom wedding ring from Diamonds Forever, and almost ten years later our rings still look immaculate! Jenny is a complete sweet heart, she listens to every word/request and she makes it happen. This spot is a true gem and you must check it out if you're looking for amazing quality rings/bands for your special day!
Ken C.
Sep 29, 2021
Great service, excellent prices. Over the years I've purchased quite a few pieces. The staff is the best.
Erin Kristen
Sep 27, 2021
Came into this store today to get an appraisal. I brought two pieces in and was told it would be $45 to identify the pieces and from there we would decide if we would do a full appraisal. We identified the stones and decided to stop there. When I went to check out, I was charged $90. I told the sales associate that it was supposed to be $45, and the woman who quoted that price came out and said that she meant $45 per piece.

She apologized, but didn't even adjust the price to what she quoted me. I get that it was a simple mistake, but it would be proper to adjust the price to what I was quoted. Not a great first experience and I wouldn't return. Update: The woman who quoted me the price, Amy, called today and resolved the issue by refunding me $45. She was super apologetic and kind, and really cared to see how she could do better. To me, that is a sign of great customer service, and I will be returning again in the future. Thank you, Amy!
Will H.
Aug 13, 2021
Wife and I needed some work done on white gold necklaces. This place had a great staff from 1st communication through the last. Quality of work was outstanding with our jewelry looking better than new when returned.
Daniela L.
Aug 01, 2021
I would HIGHLY recommend Diamonds Forever to anyone looking for an custom engagement ring and wedding bands. A few weeks ago we left from an appointment to pick out our wedding band and was helped by the wonderful owner Jenny. She was so helpful and thorough the entire time. Honestly, the most genuine jeweler I've ever come across. You can tell she truly cares about her customers. My fiancé said the process and service was incredible from start when designing my ring. Please go check her out!
Daniela L.
Aug 01, 2021
I would HIGHLY recommend Diamonds Forever to anyone looking for an custom engagement ring and wedding bands. A few weeks ago we left from an appointment to pick out our wedding band and was helped by the wonderful owner Jenny. She was so helpful and thorough the entire time. Honestly, the most genuine jeweler I've ever come across. You can tell she truly cares about her customers. My fiance said the process and service was incredible from start when designing my ring. Please go check her out!
Kyle R.
Jul 22, 2021
Buying jewelry was a new experience for me, and Julie was welcoming, informative and helpful. I left with a beautiful necklace for my girlfriend that she absolutely loves, and for a reasonable price! I would recommend this store to any of my friends.
Lisa N.
Jun 27, 2021
Stumbled by this place by accident but had such a great experience with Jenny looking at engagement rings, we went ahead and purchase them. She was great to work with, expedited the delivery to get it across country in time for the proposal. Not to mention, the ring is gorgeous! It literally took my breath away when I opened up the box.
Lourdes G.
Jun 10, 2021
Requested a search for a darker aquamarine stone than the ones I currently have and Jenny found me some awesome stones to pick one from - I was so excited then and couldn't wait to get it. I finally got it today and it is more beautiful than I imagined it would be I love it , love it, love it! Been going to Diamonds Forever for several years now and they never disappoint they have great items at reasonable prices - thank you Jenny and team!
Lourdes G.
Jun 10, 2021
Requested a search for a darker aquamarine stone than the ones I currently have and Jenny found me some awesome stones to pick one from - I was so excited then and couldn't wait to get it. I finally got it today and it is more beautiful than I imagined it would be I love it, love it, love it! Been going to Diamonds Forever for several years now and they never disappoint they have great items at reasonable prices - thank you Jenny and team!
Sara Zubiate
Jun 03, 2021
If you looking for the best service, and the best ideas to get the perfect ring for you, you have to go to DIAMONDS FOREVER. Jenny Seligman, is just amazing! She gives the best personal and professional attention and she has Beautiful ideas for your Dream Ring. And of course their selection of jewelry and diamonds are Amazing. Don't buy your next Diamond or jewelry before you visit Diamonds Forever.
Sandra M.
May 21, 2021
Everyone that worked with me to resize my ring was super great, they were all very responsive and friendly. 10/10 will only be going to them now for any of my jewelry care needs
Fabian T.
May 09, 2021
I found them via google search and they were very polite and professional on the phone so I drive in to their location in sports arena/Point Loma and SO GLAD I did! I ordered a name plate necklace for my wife for Mother's Day, not only did they deliver earlier than they said they would but also came out better than I ever expected! Such amazing work they do and I highly recommend! Below is a picture of what I purchased.
Shae L.
May 01, 2021
So I just left diamonds forever completely satisfied! Right when I walked in I was immediately greeted by the friendly staff and helped right away! Jenny answered all my questions and got my watches fixed right! All the ladies in there were super helpful and friendly which made the experience a breeze! Appreciate all your help ladies! Look forward to returning in the future.
Max A.
Apr 20, 2021
Jenny. First off thank you, thank you for being so flexible and amazing on what you do. You're suggestion with my engagement ring to my now fiancee was such an amazing idea : she is so in love with the ring and couldn't done it without you. You guys are everyone at your lovely store have been amazing and really cannot thank you guys enough.
Yolin H.
Apr 14, 2021
Found this studio from Yelp. I was looking for someone who can repair my broken bracelet chain, and made several quotations. They replied hours later politely with a reasonable estimation cost. After comparing with others, I decided to give it a try. And they did a fine job for my easy fix. Pros: nice and polite staff; open on Saturdays; clean store; timely notice when done. Cons: A bit slower on yelp reply
Sheryl Acovera
Mar 19, 2021
My fiance and I were getting married and were looking for a custom ring with a particular type of stone (black star sapphire). We called multiple places & none had heard of the type of gem we were looking for. When we called Diamonds, they had the gems! Jenny was more than helpful to us. She took her time to make sure that both of us were satisfied with our rings. Excellent service!
Samantha P.
Feb 04, 2021
We love this place and recommend it to everyone! My brother bought my sister-in-law's wedding+engagement ring set here, so naturally we came here for my wedding band (then came back again a few years later when I slammed my finger in a door and broke my engagement ring). Reasonable prices, impeccable quality and incredibly dedicated customer service! Both Amy and Jenny are gems - we won't be going anywhere else for our jewelry!
Samantha P.
Feb 04, 2021
We love this place and recommend it to everyone! My brother bought my sister-in-law's wedding+engagement ring set here, so naturally we came here for my wedding band (then came back again a few years later when I slammed my finger in a door and broke my engagement ring). Reasonable prices, impeccable quality and incredibly dedicated customer service! Both Amy and Jenny are gems - we won't be going anywhere else for our jewelry!
Gabriel H.
Oct 07, 2020
I tagged along with my mom when she was looking for her fiances wedding band. She claimed that she would never go to anyone else other than Jenny, and now I see why! Jenny was able to show me a wide variety of options for wedding bands and custom engagement rings. She was able to show me exactly what I wanted, but also showed me options that were more unique.

With her suggestions, I went with a wedding band totally unique to what I had originally planned and my fiance LOVED IT. I cannot wait to come back for the next ring! Jenny is amazing and will be the only jeweler we go to! Thank you, Jenny!
Julie L.
Sep 25, 2020
AMAZING STORE, AMAZING SERVICE! Diamonds Forever makes you feel right at home. They are very attentive with your ideas and needs. The feeling each time I walk in the store is so refreshing knowing how easy going and professional everyone is. Jenny and Amy both helped us design the most beautiful custom ring out of family heirloom diamonds. The whole process was absolutely wonderful.

I couldn't imagine going anywhere else. What made it a lot easier for my fiance and I was the passion Jenny showed for her work, they truly care about their customers and will take wonderful care of you! HIGHLY Recommended for all things Diamonds (Forever)
Kyla S.
Jun 04, 2020
The amazing professionals at Diamonds Forever are the best! They love what they do, and their passion for their craft shines through! I wanted a custom engagement ring and the staff helped me every step of the way. It was so fun to get to design something original. I was able to choose the setting and pick the perfect diamond to accompany it. Jenny hand picked a few diamonds for us to choose from and we loved them all, but when my fiance and I got home we kept thinking about this one stone.we knew we had found the perfect diamond for my ring! Thank you for making my wedding ring so so special. The ring of a lifetime! -Kyla & Eric