What we do

We are a dedicated online jeweler, servicing clients across the USA with head offices in California (location)

• Our own classic designs in gold and platinum
• Using high quality conflict free, certified diamonds
• Reducing client cost by suggesting best clarity matches to color and budget

Background

The business, based in California, was founded by Kevin Potter who had his formal training in diamonds in South Africa and where he established an award winning software business that provided the foundation for Diamonds Everlasting.

3 advantages we strive to give you

• Inefficient local jeweler costs you more: The local jeweler has high relative retail costs yet low volume per store - meaning customers pay more for the same value than online jewelers!
• Pricing transparency: Level of knowledge and pricing in a diamond ring purchase over the counter often lacks transparency. We provide education and insight, assisting an informed buying decision, and back that up with a “She will love it, or just return it” policy.
• What others are buying: we share with you insights on what others are buying and traditional guidelines, including smart color and clarity trade-offs to match your budget and her desires.

Being members of the industry Jewelry Board of Trade and BBB online accredited, we are about offering outstanding value in a trusted no-hassle manner when designing and buying her dream ring.