Buying a diamond will be a memorable and pleasant experience!

Find the best jewelry in Downtown LA

Over 35 Years of Expertise

We've been part of the LA exchange since 1985 and have been dedicated to finding your unique personal engagement ring that your heart will be set on

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Located in the Heart of the Los Angeles Jewelry District

550 S. Hill St Suite #860, Los Angeles, CA 90013

Customer Reviews

I was looking to update my original wedding set after 30+ years. My family member recommended Farid and Aida. My husband and I met with them and we actually chose to get a whole new setting. They were so nice and patient with me while we tried on rings and looked at how it would look when it was finished. I cannot say enough about how nice and knowledgeable they both were. When I picked up the finished rings I was even more surprised and happy at how the rings turned out. Truly beautiful, Quality jewelry. I am so happy to have been referred to General Diamonds. I will be a customer for life and will refer my friends and family. Truly lovely people! Thank you Farid and Aida!

Debbie S.

Farid and Aida at General Diamonds are the best. They customized the best engagement ring we could have imagined. Their service from start to finish was so enjoyable and I will definitely be coming back. A huge thank you to them and I will be referring my family and friends for their future diamond and jewelry purchases.

Tarah B.

These wonderful people made our wedding rings and my wife's engagement ring for us ten years ago, and we couldn't be happier with the quality and value we received. We have bought other pieces since then, and we are so pleased, we will be back again this year for something special for the 10th Anniversary. We highly recommend this establishment as a most trustworthy and reliable jeweler.

Michael N.

Really great prices and I love their collection of Diamond rings and other jewelry that is unique and beautiful.

Debbie H.

Very happy with my experience(s) at General Diamonds.

I came to General Diamonds via a referral from a family member. Farid and Aida helped me pick out an engagement ring - they were extremely friendly, welcoming, knowledgeable and more importantly, in my case, PATIENT. I was very particular about wanting to find the perfect ring and they helped guide me through my analysis paralysis until we found the right fit.

My fiancé and I were so happy with the ring that we decided to go back to Farid and Aida for our wedding bands/rings.

We’ve also referred some friends and they’ve been equally happy with their experience!

Peter B.

I bought a ring from General Diamonds at the same address they are now on June 14, 2000. Getting the ring appraised today and it’s in excellent shape and nearly doubled in value. Thanks Farid and General Diamonds!

Chad B.