Diamonds Forever

Don’t bother with going to those «BIG BOX» jewelry stores! This is the best place to find what you are looking for. The customer service is the best I’ve ever had at a jewlery store. Not only are the friendly faces delightful, but the knowledge of the employees and organization of the store is perfect. I will always refer people to Diamonds Forever!

Love these guys n girls! They helped me recreate my dads wedding for me. Also have them service/​clean my wife’s engagement and wedding rings and she is always impressed with how great they look after. Very friendly. Know their stuff. Did an amazing job and can’t say enough good things about them!

My experiences with Diamonds Forever have been nothing but positive. Their customer service is phenomenal, with a dedication to providing knowledge and support instead of pressuring you into making a purchase (unlike many of the other jewelry stores we visited). My fiancé and I worked with Paolo specifically to create a custom Tacori engagement ring and the process was extremely pleasant and easy. This initial experience was so enjoyable that we had no hesitation in coming straight back to Paolo when it came time to purchase our wedding bands. Once again, Paolo was friendly, patient and competent — everything you would want in a consultant. We can’t thank him enough for all of his help and we would recommend Diamonds Forever to anyone in need of stunning, high-​quality jewelry.

The day before our wedding, my fiancée was panicking because her ring had not been cleaned in a few months, and she wanted it sparkling for our wedding day. I called Diamonds Forever, and they told me I could come in anytime to have it cleaned.
I had not originally bought the ring through them, but when I got there, the staff were friendly and cleaned the ring immediately upon arriving. The process took less than five minutes, and they insisted that the service was free of charge.
I am so appreciative of their excellent customer service, especially since I had not originally purchased the ring through their company. This great experience ensured that I will make all subsequent jewelry purchases through this amazing business. Thank you, once again, Diamonds Forever!

I’m writing this on behalf of my boyfriend.
He recently went and purchased a gorgeous necklace for me for my birthday. Getting jewelry for me is pretty difficult because I am extremely picky. However Amy showed my boyfriend a couple of very simple necklaces and he was able to find the perfect one!
It’s simple but yet it sparkles very well! My boyfriend also left his credit card there but they were very prompt in calling him to let him know that he left it there.
Come back again? Yes, thanks to the great experience my boyfriend had.

I’ve been a customer of Diamonds Forever for about 10 years. Jenny has always been awesome to work with and she is through and has some really great idea. I can’t imagine going anywhere else for jewelry:)

When I started my engagement ring search, I did as much homework as I could, reading about 4 C’s of diamonds, wholesale prices per carat, what really mattered for your $, ideal cuts, hearts and arrows, certification, table %, depth %, it goes on and on.
My fiancée had indicated interest in vintage style rings (vintage 1940’s $ 40k Tiffany’s rings!) so I decided I needed to get one custom made of similar style (not price). I also decided I wanted to get a vintage Old European Cut (OEC) diamond instead of a modern Brilliant round cut to remain true to the time. After researching Jewelers around SD I went to about 5 different places to find the diamond I wanted. At each place I questioned them about diamonds (already knowing most of the answers). Jenny at Diamonds Forever passed with flying colors. She was patient and most importantly answered correctly and wasn’t trying to sell me on fluff. She found me an OEC diamond that was better quality than any of the others I had seen.
Next was finding someone to make the ring. Luckily most of the original 5 stores custom make rings too. As an engineer I like computers and 3D models and 3D printing of the wax for casting which many Jewelers do to make the ring. However, making a vintage style ring that was perfectly symmetrical seemed like it was disingenuous and would look fake. Jenny convinced me she was the one that could bring my ideas to life with her experienced Jewelsmiths using age old hand methods. The result was a beautifully hand crafted true to era ring.
I worked with Jenny every step of the way. Meeting with her several times during the process I was able to suggest subtle changes to the wax prototype to make sure it would turn out exactly as I wanted it. Jenny was even able to have it be made out of 14K Palladium White Gold since my fiancée is allergic to absolutely everything and I didn’t want the Nickel in regular white gold to bother her for the rest of her life. Happy Wife, Happy Life, right?
What really made the difference is I could tell Jenny was genuinely excited about creating this ring.
TLDR; Jenny and the whole Diamonds Forever crew is amazing. Jenny made me confident she could create the perfect engagement ring for my fiancée within all my crazy criteria AND she did! My fiancée is absolutely in love with the ring… and rightfully so.

I went in for a insurance appraisal due to the diamond being lost from my ring, I brought in the paper work I got from when the ring was brought, The lady was so rude and had the worst faces and acted like I had stole my ring! Said she sees people try to do this all the time! I have never stolen and disgusted with how they treat military families! I would never recommend or go back here!

Dropped in to get my watch battery changed. The young lady who helped me was very pleasant and resembled one of my favorite soccer players Christen Press. She was very quick and efficient. Will definitely come back!

AWESOME SERVICE! Quick fast & cheap!!! Will be back in a year!

I was lured in to this store with the fashion jewelry on display. They had really unique pieces in silver and in diamonds that were reasonably priced. Better quality and value than generic department store stuff. Great customer service and great vibes!

I was looking to replace the battery for my TAG and even though it wasn’t advertised Diamonds Forever was able to help me.
I walked in and the sales consultant, Amy, dropped everything she was doing to greet me. She seemed slightly disappointed that I wasn’t there to buy a ring but she assisted me in replacing my watch battery and adjusting the band. A+ service and pricing to boot.

What great customer service! First I purchased my (then) fiancé’s engagement ring here, which could have been a daunting experience for a novice, but was made super easy by Amy. She was super helpful and easy going, no pressure at all to buy from them or to upgrade to a more expensive diamond. She correctly (confirmed by my fiancé) talked me out of one setting for another based on how I described my fiancé. Bonus: The ring comes in a really nice box, not a cheap felt one from the movies! Nice touch!
UPDATE: Then almost 2 years later, after my wife lost the fancy ring box AT the wedding, Diamonds Forever replaced the box for free. They wouldn’t take my money even when I said I’d really like to pay for it.
Bottom line is they are all really cool people at DF, they truly care about you and your happiness and won’t try to scam you or get you to spend more than your budget. They’ll work with you to find the best ring you can afford that will make you or your partner very happy :)
Thanks Jenny/​Amy!

Diamonds Forever is the place to go if you are looking for great products, excellent service and a very knowledgeable jeweler. Jenny is the best!

Had such a wonderful experience that I keep going back. Beautiful store and amazing people. Never felt like I was taking their time even when I wasn’t actually shopping. Went there for some repairs and sizing on rings which they did a beautiful job on. My old rings looked like new when I picked them up. They even cleaned my other jewelry so I left sparkling.
Clearing out some old pieces I don’t wear any more and they gave me very fair prices for them. Enjoyed chatting with Brian as he educated me on what I had and I left happy again. It is rare to feel so comfortable and welcome and I am so happy to have found them. I’ll be looking for excuses to go back.

Visited this store for the first time and LOVE the Energy of the shop and the people who work there. They have a whole shop full of unique and beautiful diamonds IMPRESSED

I wore earrings when I was younger, the big hoops, but after small babies, I just never took to wearing them again. Until this magnificent pair of earrings caught me eye in this jewelry repair shop, they were someone else’s earrings, but the draw was strong. I asked if he had anything similar, and he didn’t…but he would make me whatever I could dream up. I sourced a picture of what I had in mind and he presented them to me in three weeks. now I need to get my ears re-​pierced.

Had a great experience here
All of the people were very nice and helpful.
We were just checking things out and didnt plan on buying anything yet they still gave us their 100% in helping.
One thing to note is that they also carry forever brilliant moissanites if you guys are curious to check them out. It’s hard to find a store in SD that carries them.

I love the service at Diamonds Forever. My now husband went in with my mom to find an engagement ring for me, and my mom was very impressed that they worked within my husband’s budget and asked questions about me to determine the ring that would best fit my personality. It was perfect!
Then, my husband and I went in to pick our wedding bands and were again wowed. Within 5 minutes, my choice of bands was narrowed to a few styles, and I decided on a design that I loved. We were educated on the different types of metals, and my husband chose an alternative metal band to best match his active lifestyle. I thought it was cute that they took a little Polaroid picture of us for their album of couples whose wedding rings they’ve done. The rings were ready before the estimated date, which was great.
I definitely hope to be back in the future! Diamonds Forever is really a store that focuses on the customer and has a personal and intimate atmosphere. They also will clean your rings at any time when you pop into their store.

When my brother was getting married, my Mom wanted to give him her wedding ring in order to give to his new wife. However one of the diamonds had fallen off and the ring needed to be sized differently.
Jenny of Diamonds Forever was absolutely amazing! She got the ring fixed within 2 business days, shined it up and put it in a super nice box for us.
A priceless family jewel will now be passed to the next generation and hopefully many more to come :)