Since he opened the first jewelry store in the South Of Market Street neighborhood in 1972, Jesse James, has continuously been earning his reputation as the most trusted diamond dealer in the Bay Area. Our store has a unique ability to provide top quality diamonds and jewelry to the public at amazingly low wholesale prices. When it comes to value, we simply will not be undersold.

Our reputation means everything to us and we pride ourselves on providing an unmatched level of client education and guidance throughout an appointment as well as continuing assistance to our clients after the initial transaction has concluded.

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The San Francisco Diamond Exchange is devoted to fully educating our clients. We find that once a client becomes educated on buying diamonds, they come to fully appreciate the exceptional quality and unmatched value of our offerings. For generations, "The 4 Cs, " (Carat, Color, Clarity and Cut) were the only factors diamond buyers and sellers considered when evaluating diamonds but here at the San Francisco Diamond Exchange, we go beyond these specifications to give you the full story of a diamond, to truly understand what goes into making a smart diamond purchase.

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