Diamonds Forever

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.

our story

We are not just gemologists, designers, and jewelers, but we are a family of enthusiasts.

We are honored to be carrying on the ancient craft of jewelry-making, one of the oldest and most venerable arts of human arts. So, we hold ourselves to the highest standards that were set before we were born. We take deep satisfaction in providing you with beautiful creations that are both delightful and meaningful.

As gemologists, we find the most precious of stones that are worthy of you. We look at its spirit and fire to distinguish its story. By carefully examining the stones, we can curate the best possible options for you.

As designers and jewelers, it is imperative to us that your jewelry is not only beautiful but that it has technical integrity. Thus, we design each piece with hard-earned expertise. With our knowledge, we are able to bring out the beauty and story of what you desire.

We welcome you to visit and see for ourselves what sets us apart from others. We would love to tell you the full story of our jewelry, rather than just pointing out superficial qualities or value.

CONTACT OUR EXPERT GEMOLOGISTS

WE INVITE YOU TO VISIT US AT OUR SAN DIEGO JEWELRY STORE TO VIEW OUR LARGE AND UNIQUE SELECTION OF DIAMOND ENGAGEMENT RINGS, ESTATE JEWELRY, CUSTOM JEWELRY AND LOOSE DIAMONDS. WE LOOK FORWARD TO MEETING YOU!

  • JENNY
    JENNY
    Jeweler/Gemologist
  • AMY
    AMY
    Jeweler/Gemologist
  • SADIE
    SADIE
    Gemologist
  • WILLY
    WILLY

Hello! My name is Jenny Seligmann and I’m an original San Diegan and jewelry lover. My obsession with jewelry and gemstones began at a young age. As a right- and left-brained person, I delight in both the analytical and creative outlets that designing jewelry offers.

I was raised in a family of business owners. When I was a child, my father owned a private practice called Kensington Medical Group. During this time, my mother worked as a nurse and my parents owned a residential care facility for the elderly, which they ran out of our home. After my parents divorced, my mother remarried my stepfather Bob, who successfully ran his own family business called Bradley’s Towing. This success allowed and spurred him to invest in real estate and start other subsequent businesses. Growing up, I was exposed to the defining failures and epic joys of being an entrepreneur, and these personal experiences ignited an ambitious spark in my soul that led me to start my own store.

I am a Graduate Jeweler, Gemologist and Designer from the Gemological Institute of America. I furthered my knowledge of metal fabrication and manufacturing at Sterling Quest, a metal-smithing school in San Miguel De Allende, Mexico. After attending school and working at a local jewelry store for a few years, I decided it was my destiny to open my own custom engagement ring shop. I sought to provide clients with the service and education I felt they deserved. I wanted to offer the kind of unbiased expert knowledge and personalized care that was missing from traditional jewelry stores.

With the support of my husband Todd and of my family, I opened Diamonds Forever in 2005 at the age of 23. At the time, I had saved $10,000 to start my own business and I knew I couldn’t lose it. I began working by appointment out of a private office for the first five years as I was too poor and timid to open an “actual” retail store. Slowly, the word spread about Diamonds Forever and our gorgeous rings and personalized service.
Today, after more than 12 years of hard work and complete joy, I remain the store’s lead jewelry designer. I work with you to translate your designs, ideas, and wants into unique wearable art. We still specialize in creating one-of-a-kind engagement rings and I am proud to say that we are exceptional at it.

I believe an engagement ring should enhance a woman’s image by reflecting her individual approach to fashion, and I love working with our customers to help them achieve this personal expression. It’s an honor to design the most personal and significant piece of jewelry that a woman can wear. I truly enjoy working with our team at the store, who share my enthusiasm for beautiful gemstones and commitment to creating exquisite jewelry. Our goal is to continue to grow and develop, deepening our skills and expertise so that we can serve you better. I am grateful to have the best job in the world, and I welcome the opportunity to design a special piece of jewelry with you.

I KNOW THAT I CAN MAKE YOU THE PERFECT PIECE. PLEASE FEEL FREE TO GIVE ME A CALL AT (619) 223-2151 OR SEND ME AN EMAIL THROUGH OUR CONTACT PAGE. I AM SO EXCITED TO MEET YOU AND CAN’T WAIT TO DESIGN SOMETHING BEAUTIFUL TOGETHER!

Hi there! My name is Amy, and I am the lead appraiser and side-designer at Diamonds Forever. Ideally, I would like to stop there, but apparently, then this wouldn’t be an acceptable bio (according to Jenny;). So, let’s see. I’m a Virgo born in the year of the Tiger, but I only dabble in horoscopes when my fortune-cookie suggests it. I heartily adore unbelievably soft linen, 0.38 ballpoint pens, clean dishes, books of every genre, beautifully worded idioms, and maybe not surprisingly, fine jewelry!

I am the daughter of very traditional Taiwanese immigrants who epitomize hard-work and perseverance. I grew up going on deliveries with my dad who would buy my cooperation with happy meals. I learned my ABC’s by filing paperwork at our family business, and by the time I was 8, I was a certified copy-printer expert. I watched my parents work seven days a week without complaining and always with a smile. While they worked and I copied papers, they loved telling me about Chinese traditions. One of my favorites is when a baby is born, family and friends will gift the baby gold jewelry as symbols of good luck and to “tie the baby” to this world. At night, after bath time, my mom loved to pull out my baby jewelry and explain to me the symbolism of each one. It was her way of reminding me of the relatives and family I had that were 7000 miles away. I loved picking up each piece and trying to cram it on my fingers. I could feel the energy from each, and it made me feel closer to each of my family members. Unbeknownst to me, those cherished memories were the catalyst for leading me to Diamonds Forever.

As a grown-up, I still believe that jewelry makes you feel things; happiness, nostalgia, pride, excitement, love, and being loved. All the beautiful emotions of life felt intensely in one moment, with one gift. My intention at Diamonds Forever is to help you create that gift. I love sitting down with you to engage in conversation and learn about the one-of-a-kind details of your relationship. Together, we will not only create beautiful and worthy jewelry but a piece that will eternally be passed down from generation to generation. So when you’re ready, I can’t wait to meet you and to welcome you to the store.

P.S. Like Jenny, I am also a GIA Graduate Gemologist + Graduate Jeweler. Additionally, I am also a member of the National Association of Jewelry Appraisers which means I’m extra ethical and law-abiding.

Hello all, I’m Sadie. My passion for jewelry has always been a part of me. I remember looking through the jewelry boxes of my mom and grandma and learning about how each piece came to live with them. As I grew up I cultivated my own collection through gifts from various family members commemorating special occasions in my life. That has become, by far my favorite aspect of jewelry. I enjoy that each piece has a story and a special meaning to the person who wears it. I love to hear the stories from clients whether they are entrusting us with a repair, looking to bring new life to an heirloom piece or selecting the perfect piece to accompany an important event in their life.

Through a series of interesting events, ask me about it sometime and I’ll tell you why I believe everything happens for a reason, I found myself drawn to pursuing a career in the jewelry industry. After some research, I quickly learned that if I wanted a solid foundation in the jewelry industry I needed to attend the Gemological Institute of America. I quickly enrolled in the Graduate Gemologist program and headed from Madison, Wisconsin to Carlsbad, California to study on campus at GIA. That is when my husband and I fell in love with Southern California. I completed the G.G. program and we returned to Madison but this time I was even more enthralled with gems, jewelry but now Southern California also!!

Again, timing is everything, so after working for a local jeweler for a couple years the stars aligned and we were able to make our way back to Southern California. I am so happy to be living in California again and working at such a gem of a store with some really great people. I really love what I do and would welcome the opportunity to work with you.

Coming Soon…