From a wholesale bench in New York to a direct-to-consumer atelier at DMCC. Three generations of jewellers, one workshop floor, every step done in-house.
Diana Jewellery began as a quiet wholesale workshop — cutting, casting, setting for the great houses of New York. Over fifty years and three generations, we kept the bench and lost the middlemen. Today we sit across the table from the person who will wear the ring, draw it together, and make it under one roof at DMCC.
That's the only thing that's changed: who we hand it to. The hands that make it are the same.
Our grandfather opens a small workshop on West 47th Street — cutting, setting and supplying the great American jewellery houses. The first Diana piece is a one-carat round in a six-prong platinum head, sold to a Madison Avenue boutique. The bench is teak. The loupe is German. The work is anonymous.
Our father moves the workshop to the Gulf — exhibiting at the Doha and Sharjah jewellery shows, supplying retailers across the GCC. The bench expands; the team grows. The name "Diana" goes on the inside of the band for the first time.
We open the showroom doors at DMCC, Jewellery & Gemplex — studio, workshop, vault and presentation floor, all on the tenth. The middlemen come out. The customer comes in. The 3D CAD funnel is born: sketch, render, approve, fabricate. Ten days, on average, from idea to finger.
Five-star on Tripadvisor across 344 reviews. Buyers from Germany, the UK and the US commission via WhatsApp, never having visited the showroom. Lab-grown alongside natural. Fingerprint bands. Heirloom redesigns. And still: every stone set by hand, under a loupe, by someone whose name we know.
"We don't just sell — we teach you what a good diamond looks like before you buy one."Kenneth M. · Tripadvisor · January 2026
Nothing leaves the building between sketch and ring. That's the only way we know the prongs are right, the stone is the one you saw on screen, and the price hasn't doubled in someone else's hands.
Where we sit with you, sketch, and CAD.
42,094 GIA-, HRD- and IGI-certified stones, on site.
Casting, setting, polishing — by hand, by our own.
You meet the maker. We cut the chain of distributors that adds 40–60% to most retail jewellery.
Every centre stone GIA-, HRD- or IGI-certified. Provenance traced from rough to ring.
We'll show you what a good diamond looks like before we sell you one. The 4Cs explained, in person.
Designed, cast, set and polished inside the DMCC workshop — never outsourced.
Re-polishing, re-sizing, prong inspection and annual cleaning, for as long as the ring exists.
Buyers in Berlin, London, Boston. Commissioned via WhatsApp, delivered to the door.
Nothing is cast until you've rotated it on screen and said yes. No surprises.
The consultant who sketches your ring is the one who hands it to you. No call centres.
Book a private consultation at DMCC, or start a custom design from anywhere in the world.