Since he opened the first jewelry store in the South Of Market Street neighborhood in 1972, Jesse James, has continuously been earning his reputation as the most trusted diamond dealer in the Bay Area.  Our store has a unique ability to provide top quality diamonds and jewelry to the public at amazingly low wholesale prices.  When it comes to value, we simply will not be undersold.  


An Ethical Approach to Diamonds

Our reputation means everything to us and we pride ourselves on providing an unmatched level of client education and guidance throughout an appointment as well as continuing assistance to our clients after the initial transaction has concluded.  Our repeat clients return to us year after year to continue to explore our extensive selection of fine diamond and gemstone jewelry as well as to take advantage of pricing as much as 75% below luxury retail.   


Meet Jessica, Sandra, Ben, and Vivien

After experiencing a personally tailored appointment with one of our experts Jessica James, Sandra Artiga, Ben Baum, and Vivien Lin, you’re going to know more about diamonds than most retail jewelry salespersons do.  Our one-on-one consultative approach allows our clients ample time to explore options, have jewelry questions clearly answered, discuss custom jewelry ideas and create the jewelry piece of their dreams.  With over 5 decades of combined experience, the team excels in providing top-notch customer service. 


Spanish, Chinese, and Hebrew speaking sales associates are available. 

San Francisco’s Trusted Diamond Experts

GIA, EGL and AGS certified diamonds – to guarantee a client’s purchase has been third party evaluated.

OGI Proportion Analyzer – to provide important details that certificates often do not.

Complimentary Insurance Appraisals – to assist our clients in having their purchases insured

We offer complimentary steam cleaning and jewelry inspections to our customers.

Our Privacy Policy

Jesse James Enterprises dba. San Francisco Diamond Exchange wants you to know that your privacy is important to us. Our customers are at the heart of everything we do, and we strive to ensure your experience with us is one that you will want to share with your friends and families. Part of our commitment to you is to respect and protect the privacy of the personal information you provide to us. We will only use your private information to provide the service(s) you’ve requested, to confirm and track your order, and to detect and prevent fraud and other abuse. 

Jesse James and Jessica James
San Francisco Diamond Exchange was established in 1972 by Jesse James. His daughter, Jessica, is now the second generation owner and is proud to carry on her father's legacy.
Our current salespersons, Jessica James, Sandra Artiga, Ben Baum, Vivien Lin
Jessica, Sandra, Ben, and Vivien

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© 2019 SF Diamond Exchange - Jesse James Enterprises, Inc.

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