Diamond expertise, built on twenty years of trust.
Choice Diamonds sources and supplies exceptional natural diamonds — for private clients making a significant purchase, and for jewellers who need a supplier they don't have to double-check.
Two decades, one standard
Choice Diamonds has spent more than two decades doing one thing carefully: assessing, sourcing and supplying natural diamonds of genuine quality. We're not a retail storefront, and we don't chase volume. Our reputation has been built the slower way — through clients and jewellers who came back, and told others to do the same.
Every stone that passes through our hands is graded with reference to internationally recognised standards, including GIA reporting, before it goes anywhere near a client or a jeweller's counter.
What working with Choice Diamonds looks like
GIA-certified expertise
Every stone assessed against internationally recognised grading standards before it's offered to anyone.
Trusted by leading jewellers
A supplier relied on across the trade for consistent quality and straight answers.
Ethical sourcing
We can account for where a stone has come from — that matters to us as much as it does to you.
Personal, one-on-one service
You deal directly with the people who actually know the stones — never a call centre.
No sales pressure
We would rather you take the time to be certain than rush you toward a decision.
Long-term relationships
We measure success over years with a client, not a single transaction.
A supplier jewellers don't have to double-check
Alongside working with private clients, we supply the jewellery trade throughout South Africa — grading and sourcing stones a jeweller can put their own name behind with confidence.
It's the same standard whether the order is a single stone or a parcel: honest grading, no exceptions.
See Our Diamonds“A good reputation is earned one stone, and one client, at a time.”Choice Diamonds
Proud to make a difference
Charity is important to us. We work closely with Carte Blanche on numerous projects — supporting causes that matter, alongside the work we do every day in natural diamonds.
What clients tell us
I inherited my mother's jewellery and had no idea what any of it was really worth. Simon and the team took the time to explain everything clearly and never once made me feel rushed.
We had a set of investment diamonds left to us that none of the family knew how to handle. Choice Diamonds walked us through it honestly and patiently.
Selling an inherited diamond ring felt overwhelming until I spoke to the team at Choice Diamonds. They were straightforward about the value and I felt genuinely looked after.
Speak to Choice Diamonds
Reach out to Simon Bertoni or Maria Victor at our Bedfordview office — we're happy to answer any questions, discreetly and without obligation.