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
  • JENNY
    AMY
    Jeweler/Gemologist

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! I am Amy, the lead appraiser at Diamonds Forever. I am also a San Diego native that thinks the 56 was better as a dirt road. I graduated with a B.A. in international studies from UCI but afterwards wanted to find a career that involved both art and business.

I enrolled in the Graduate Gemology program at GIA because I have always loved the historical and emotional significance of jewelry and gemstones, It was hands-down one of the best decisions I’ve ever made. Through fortunate circumstances, I started my internship at Diamonds Forever in 2010, and since then I have completed the GIA Graduate Gemology and Graduate Jeweler program. Fully obsessed with all things gemology and jewelry related, I have also started pursuing a gemmology diploma with the British Gemmological Association, where I now spell color as colour. I am also a member of the National Association of Jewelry Appraisers, the most recognized organization for jewelry appraisers for their standards, ethics and education.

I love the challenge of finding you the perfect stone + jewelry. Working alongside Jenny, I scour all our sources to find you a stone that offers both beauty and value. As a die-hard cheesy romantic, I am always excited to lend a helping hand in finding you the perfect piece that celebrates your milestones and commemorates your celebrations. I love learning the little details that make your relationship beautiful and incorporating them into your design. I can’t wait to meet you and I hope to welcome you into the store soon.