Our Story
More Than Jewelry Designers
Like rare gemstones, experts are not easily recognized at first sight, but when you do, they really shine. Jenny and Amy can proudly say their education and training sets them apart from the vast majority of the jewelry industry.
They earned certifications across the complete curriculum of Gemology, Jewelry Design, Jewelry Manufacturing, and Custom Design at the renowned Gemological Institute Of America (GIA), the most respected gemological laboratory in the world.
Jenny went on to hone her skills in metal-smithing at Sterling Quest, and Amy went on to earn additional accreditation from the Gemmological Association of Great Britain and the National Association of Jewelry Appraisers. Even with all this experience under their belts, they are continually working to perfect their skill sets.
The Forever Difference
Rarely will you find that level of raw talent and expertise in structural manufacturing and artful design in just one studio, let alone a jewelry retailer.
Add Jenny’s and Amy’s design vision and personal service touch, and you get an unmatched combination of talent and artistry in one place.
Our Philosophy
Why We Are Fascinated With Jewelry
Every piece of jewelry melds two unique stories.
Imagine the odds of a rare gemstone being discovered, the incredible effort it takes to free it from the depths of the earth, cut through its unremarkable outer shell and unleash its inner brilliance and fire through a craft developed over centuries.
And then, at some point on its journey, that gem crosses paths with you and your story, just as unique as a gemstone, and the two become one. It’s a little miracle.
These stories fuel our pursuit of creating unique and intensely personal jewelry, bringing together its origin with your individuality in ways that make it special and more meaningful.
We love making the perfect piece of jewelry for you — with passion, design, engineering, and artful craftsmanship. For us, it’s the perfect way to bring these stories to life. To celebrate life, love, and lifelong memories. To cherish the beauty of nature and humankind.
Our tailored experience, from our first conversation to curating precious stones worthy of you, all the way to seeing your eyes light up at the final reveal, is driven by our desire to help your jewelry vision come to life.
Let us be part of your story.
Our Story
We Welcome You To Visit
See for yourselves where the magic happens! Every single piece of jewelry is born at our studio and workshop. We would love to tell you the full story of our jewelry, and we look forward to meeting you! Schedule an appointment here.
Our Story
Our Guiding Principles
Quality & Craftswomanship
Our outstanding reputation speaks for itself. We deliver superior quality in everything we do—from sourcing only the most pristine materials to the way we design and craft our jewelry. With every single piece, we aim for lasting value and lifelong enjoyment.
Integrity & Trust
Trust is our highest reward. Our business is built on honesty, integrity and consistency. We want to be known for always doing right by our clients, our partners, and our team.
Passion & Love
We are in love with jewelry. The passion and dedication we put into our craft shows in every piece we touch. Whether we rewrite the story of a family heirloom or we create a handmade engagement ring, we will always try to find that special connection between our client’s individuality and the inherent soul that lives in every gem.
Good Advice & Leadership
A big part of our personalized service is guidance and education we offer our clients. There is so much to know in the fascinating world of gems and metalwork, we love to share our knowledge and advice whenever needed, to guide our customers to the jewelry choices they really love.
Innovation & Creativity
Work hard on things worth doing. We strive to be the best in jewelry, so we are always learning and continually improving our skills in all areas—design, expertise, fabrication, and customer service. We honor the tradition of our age-old trade, but in search of more profound meaning to our craft, we also go where innovation leads us.
Our Story
Hello! My name is Jenny 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 in Kensington. During this time, my mother worked as a nurse and my parents owned a residential care facility for the elderly. After my parents divorced, my mother remarried my stepfather, who successfully ran his own family business. 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 fine craftsmanship and personalized service.
Today, after more than 16 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.
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! My name is Julie, and I’m a native San Diegan with a family that has called San Diego their home for more than a century. I love the history of this town ~ and that includes Baja (it’s part of San Diego to me!).
I’m here to help make your experience with us as amazing as possible! I met Jenny before she started Diamonds Forever (while working in the jewelry industry). We got each other right away when we found out we had twin birthdays! I was there when she was musing about starting her business, and I helped when she got it off the ground. I left the jewelry industry to do other things, including local journalism. I’m so happy to be back and so proud of how she has grown her business while remaining true to who she is. She’s still as geeky about jewelry today as when we met almost 20 years ago!
When it comes to jewelry, I especially love when we restore or redesign heirlooms so they can be worn again. The jewelry that means the most to me is what I saw my mom, grandma, and great-grandma wearing all the time. I think that’s true for everyone. I can still feel their energy when I wear these pieces today. I’m also geeky about literature, physics, and naked trees.
My intention in being here is to create a warm and caring environment. I want everyone that walks through our door to have a positive experience. I truly appreciate the honest feedback we get from our clients. I take everything to heart and use all feedback to help us do better and perfect service to our clients.
Hello! My name is Travis, and I am the newest member of the Diamonds Forever family. I lived in Temecula my entire life until recently when I moved down to San Diego. My interests include riding mountain bikes, camping with family and friends, and exploring the sand dunes on my dirt bike. I am currently studying Mechanical Engineering at San Diego State University.
I’ve known Jenny (Diamond’s Forever owner) my whole life. My family has been vacationing with her family since before I was born. I remember the first desert trip after Jenny’s son Perry was born, all of us kids in camp wanted to hold him and play with the little guy.
My role at Diamonds Forever is to assist in the general operations of the shop, communicate with customers, and help out wherever I’m needed. I plan to continue learning more about jewelry and about how a small business works. I look forward to meeting you in store or when texting you.
Hello! My name is Jenny 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 in Kensington. During this time, my mother worked as a nurse and my parents owned a residential care facility for the elderly. After my parents divorced, my mother remarried my stepfather, who successfully ran his own family business. 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 fine craftsmanship and personalized service.
Today, after more than 16 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.
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! My name is Julie, and I’m a native San Diegan with a family that has called San Diego their home for more than a century. I love the history of this town ~ and that includes Baja (it’s part of San Diego to me!).
I’m here to help make your experience with us as amazing as possible! I met Jenny before she started Diamonds Forever (while working in the jewelry industry). We got each other right away when we found out we had twin birthdays! I was there when she was musing about starting her business, and I helped when she got it off the ground. I left the jewelry industry to do other things, including local journalism. I’m so happy to be back and so proud of how she has grown her business while remaining true to who she is. She’s still as geeky about jewelry today as when we met almost 20 years ago!
When it comes to jewelry, I especially love when we restore or redesign heirlooms so they can be worn again. The jewelry that means the most to me is what I saw my mom, grandma, and great-grandma wearing all the time. I think that’s true for everyone. I can still feel their energy when I wear these pieces today. I’m also geeky about literature, physics, and naked trees.
My intention in being here is to create a warm and caring environment. I want everyone that walks through our door to have a positive experience. I truly appreciate the honest feedback we get from our clients. I take everything to heart and use all feedback to help us do better and perfect service to our clients.
Hello! My name is Travis, and I am the newest member of the Diamonds Forever family. I lived in Temecula my entire life until recently when I moved down to San Diego. My interests include riding mountain bikes, camping with family and friends, and exploring the sand dunes on my dirt bike. I am currently studying Mechanical Engineering at San Diego State University.
I’ve known Jenny (Diamond’s Forever owner) my whole life. My family has been vacationing with her family since before I was born. I remember the first desert trip after Jenny’s son Perry was born, all of us kids in camp wanted to hold him and play with the little guy.
My role at Diamonds Forever is to assist in the general operations of the shop, communicate with customers, and help out wherever I’m needed. I plan to continue learning more about jewelry and about how a small business works. I look forward to meeting you in store or when texting you.