Our Story
The Pura Gems Story: Exceptional Quality. Honest Prices.
At Pura Gems, we believe that celebrating your love shouldn’t require a traditional retail markup. The global diamond industry has long been controlled by middlemen, expensive traditional showrooms, and massive marketing budgets. We are here to change that.
By cutting out the middlemen, owning our production, and operating entirely online, we pass the savings directly to you.
Why Are Our Prices One-Third of Those Charged by Big-Name Retailers?
When people see our prices, they often ask: “Is this too good to be true?”
The answer is simple: No. We are the manufacturer.
Traditional online giants like Brilliant Earth do not make their own jewelry. They source from third parties, run expensive storefronts, employ hundreds of corporate staff, and launch multi-million-dollar marketing campaigns. To pay for those massive overheads, they have to maintain substantial profit margins.
We don’t do that. We own our production facilities. Because we manufacture our own jewelry and sell directly to you online, we eliminate the massive corporate markup.
An IGI- or GIA-certified diamond has the same optical, physical, and chemical properties whether you buy it from a massive corporate brand or directly from our workshop. We offer the same top-tier finished product and the same globally recognized certification for one-third of the price.
100+ Years of Combined Expertise & In-House Production
We are a small, dedicated team, but our roots in the jewelry industry run deep. With over 100 years of combined industry knowledge and experience, we understand diamonds from the inside out.
Because we own our production facilities, we control every step of the process. Every piece we sell is meticulously made to order by our own master bench jewelers. We do not mass-produce, ensuring your jewelry receives the individual care, precise setting, and flawless finish it deserves.
A Global Network with a Personal Touch
To source the finest stones and manage our lean, in-house supply chain, we maintain a strategic global footprint. We have dedicated offices in London, Dubai, Hong Kong, and Delaware, USA. This global network allows us to secure world-class lab diamonds directly at the source, while our internal team ensures you receive personalized, transparent customer service.
Secure, Factory-Direct Shipping from Delaware
We know that purchasing fine jewelry online requires absolute peace of mind. Every order undergoes rigorous final quality control at our US headquarters before it reaches your door.
- Made to Order in 7–14 Business Days: From the moment you place your order, your piece is custom-crafted in our facility, inspected, and delivered to your doorstep in just 7 to 14 business days.
- Inspected & Dispatched from Delaware, USA: Our Delaware team conducts a strict final quality check on every piece before securely packing it.
- 100% Free, Tracked & Insured Shipping: Every order ships completely free, fully tracked, and fully insured, so your investment is protected from our doors to yours.
- All Taxes Included: The price you see at checkout is exactly what you pay. There are no hidden fees, customs duties, or surprise charges.
Shop with Complete Confidence
We want you to love your jewelry as much as we loved crafting it. To give you complete peace of mind, every Pura Gems purchase comes with our customer-first guarantees:
- 30-Day Money-Back Guarantee: If you are not completely satisfied, you can return your item hassle-free for a full refund.
- 100% Conflict-Free & Sustainable: Our lab-grown diamonds are ethically cultivated, making them a responsible choice that is gentler on both your conscience and the planet.
- Lifetime Stone Warranty: We stand behind the exceptional quality of our gems. Every purchase includes a lifetime warranty covering your diamond or gemstone against manufacturing flaws.
Beautiful Jewelry Shouldn’t Cost the Earth
You shouldn’t have to choose between stunning, certified diamond jewelry and a smart financial decision. With Pura Gems, you get impeccable craftsmanship, guaranteed certification, and unbeatable factory-direct value—without the retail markup.