Established in 2018. The Diamond Shoppe is the realization of a long-standing dream of a family built through many years of preparation, creativity, dedication and sheer hard work. Their experience, vision, and shared dedication to creating a unique jewelry store that allows for laser focus on unsurpassed personal attention and creating the highest quality fine jewelry. The Diamond Shoppe is thrilled to be part of the Southern California family and call the lovely city of Cardiff, home. 


Our founder, Dragan Cvetkovic, stepped into the diamond industry over a decade ago in retail and wholesale fine jewelry and diamonds. And finally in May of 2018, his hard work and dream to open his own shoppe was coming to life with our flagship store, The Diamond Shoppe, in Cardiff-by-the-Sea.  Because of his extensive background in the wholesale industry, we are pleased and proud to provide the best pricing to our clients in the San Diego area.  He personally ensures that each one of his clients is getting the best quality jewelry and diamonds at the best price.  Having this one-on-one relationship with the owner, working directly with him, you know and feel like you're #1. 


We believe all of your jewelry should be made of the upmost quality and perfection. Most importantly, able to be curated and made just for you with your own personal touches. At The Diamond Shoppe, you're able to customize any piece of jewelry you wish. If you can dream it, we can create it.  From engagement rings, wedding bands, necklaces, and bracelets. Everything is handmade in Southern California. As a family business, we pride ourselves on the unsurpassed level of personal attention each client receives. Behind the scenes, our attention is laser-focused on every detail of every piece of jewelry we create. We enjoy crafting the custom pieces our clients and their families will enjoy for generations to come.

Beau Band Men's Bands - The Diamond Shoppe


Kayla Band Ladies Bands - The Diamond Shoppe

We know over time, things can happen to your precious jewelry. Not to worry, we can help! Bring in your jewelry repairs to us and master jewelers will repair or refurbish them for you, even if you didn't purchase it here. From ring resizing, rhodium re-dipping, prong re-dipping, chain repair, etc. Also, as a customer of The Diamond Shoppe, we will size your engagement ring free of charge within a three-month period after purchase until you are satisfied with the fit. Come talk to us, we got you covered.

You want your jewelry to sparkle and shine, just as much as we do! This is why as a customer of The Diamond Shoppe, you receive complimentary cleanings anytime you stop in.  Not only that, we also offer one free deep clean and polish (as well as rhodium when necessary), one time prior to your wedding, and annually on your engagement ring purchase. You'll never have to worry about a dull sparkle.

Custom designing jewelry is our specialty! We love to create something as special and unique as you! That's why at The Diamond Shoppe, our custom design process is complimentary.  There are no CAD or wax charges, here!  We hold your happiness to the highest standard. We would love to discuss your next vision, today! LEARN MORE

Sometimes heirloom jewelry gets passed down and you'd like to incorporate into your modern day life with a few tweaks.  That's where we can step in to help you repurpose the jewelry and/or stones to create a new piece.  Using the repurposed jewelry keeps it sentimental and is cost effective as well! We also offer a Diamond Value Warranty for any center diamond purchased with us if you'd like to upgrade down the road.  You get a  dollar-per-dollar credit of what you paid with us towards another diamond of equal or greater value.

We know your fine jewelry purchases are important to you and this is why any purchase with The Diamond Shoppe comes with a Limited Lifetime Jewelry Warranty.  Rest assured you're in good hands.  If there is a manufacturing defect of your jewelry, The Diamond Shoppe will repair or replace the item at no cost to you. 

We have a no-pressure sales atmosphere since we do  not work off commissions. We simply want to provide you the best jewelry at affordable prices. We all deserve to have quality without high priced markups. We keep our overhead low to extend the savings you to you! We will match any price apples to apples.  Stop by and see how we are San Diego's low-price leader.

With each purchase made at The Diamond Shoppe, we provide an appraisal by a GIA graduate gemologist.  If you have any items not purchased with us, we would gladly appraise them for you for $100. If you have multiple items, package pricing available. Contact us today to get started!

Visit Our Showroom

Our Hours



Tue - 10am - 4pm

Wed - 10am - 4pm

Thur - 10am - 4pm

Fri - 10am - 4pm

Sat - 10am - 4pm

Our Location

2021 San Elijo Ave Cardiff, CA 92007