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!

Payment Options

  • Credit Terms Available, Debit Cards, Discover, Financing Available, MasterCard, Money Orders, PayPal, Personal Checks, VISA

Contact Details

  Website
  Person Jenny
  City San Diego, CA
  Zip Code 92110
  Address 3689 Midway Dr. Suite A
  Phone Number (619) 223-2151

Business Representative

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.

  • I would recommend this business

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.

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  • I would recommend this business

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!

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  • I would recommend this business

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!

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  • I would recommend this business

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!

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From Our Website

We have always been driven by beauty. It ignites our desire to look deeply and closely at the heart of things. Whether we are acting as gemologists, designers, or jewelers, we appreciate beauty and craftsmanship, not just for what they look but also what they represent. Spurred by this never-ending passion, we are always learning and seeking a more profound meaning to our craft. It is this intense love and conviction that permeates everything we do. We are honored to be carrying on the ancient craft of jewelry-making, one of the oldest and most venerable forms of human arts.


A one-of-a-kind piece of jewelry is a truly unique and intensely personal work of wearable art that will be treasured for a lifetime and beyond. A testament to our emotions and personal histories, custom jewelry, is a visual expression of who we are. With your imagination and our technical expertise, we can create an items that showcases your narrative. Whether it is a toast to your family history, or a reminder of what's to come, we welcome you to imagine with us. As GIA-educated jewelers, we've perfected every facet of custom jewelry design and fabrication, including the science, the art, and the engineering of the process.


Losing your engagement ring or other jewelry valuables can be tragic enough without having to pay a second time to replace it. Fortunately, if your jewelry is insured, you can avoid the financial blow alongside the emotional one! Insuring jewelry, though, often requires an initial appraisal-which the certified experts atDiamonds Forever in the Point Loma neighborhood of San Diegoare happy to provide. Every piece of jewelry you purchase is an asset you've invested in. As such, getting it appraised and insured is critical to protecting your investment.


We're a team of jewelry aficionados devoted to creating a tailored experience for each client where craftsmanship, quality, and individuality meet. From passionately loving jewelry ourselves to honing our artistry as GIA gemology and jewelry art alumni, we provide a lifetime of experience designing each piece with sheer passion, knowledge, and dedication.


Whether you gravitate toward diamonds or gemstones, we are ardent fans of both. For us, all that matters is that you find the best stone that resonates with you and best represents your union. We are proud to carry a wide selection of natural diamonds, antique diamonds, lab-grown diamonds, moissanites, and colored gemstones such as sapphires, spinel, and rubies. Each stone was meticulously hand-picked for its inherent qualities. We work with natural diamonds, lab-grown diamonds, salt and pepper diamonds, moissanites, rubies, and sapphires.


With a billion-year history, diamonds are one of nature's most beautiful masterpieces. Formed deep within the earth's crust and under intense heat and pressure, diamonds are a gemological miracle that encompasses the wonders of both nature and time. It's no wonder that they're used in our modern-day to symbolize everlasting love. Each diamond formed has its unique characteristic, and there are no two that are exactly alike. So whether you're interested in natural, alternative, or lab-grown diamonds, we are happy to find the one that speaks to you.