When The Diamond Guys was founded in 2005 by Elan Efune, he understood, from his own personal experience that creating the perfect diamond engagement ring can be quite challenging for a first-time buyer- “What is the color?”, “What is the meaning of clarity or a good cut?”, “How do I know I am getting value for money?” or “What makes a diamond special?”

We believe in providing a complete experience in an environment where you are treated like family. Our prices are fair, our technology is state of the art, our selection is vast, and our superlative customer service is evidenced by hundreds of positive customer reviews, recounting their own personal experiences. We believe that each and every diamond ring that we create and sell has its own story to tell. We have never believed in the ‘chain store’ concept, and have always focused on our two locations and the online store so that each and every customer can be personally attended to by our team.

Founder and CEO, Elan Efune is a third-generation jewelry and diamond manufacturer and retailer. His late grandfather emigrated to South Africa from Lithuania in the 1920s and founded the original Efune Brothers in 1945. This company grew to become one of the largest jewelry manufacturing houses in the southern hemisphere, and also went on to become a major supplier of Italian gold chain to the South African marketplace, under the stewardship of his father. The company was eventually sold to a consortium of buyers in the late 1990s, just a few years before Elan and his family emigrated to The United States of America, where he made Phoenix his home town. As a third generational family member in the business, he finally settled on bringing his extensive expertise and worldwide contacts to the public, in the form of a retail showroom business model. The Diamond Guys today comprises 4 locations, Scottsdale, Los Angeles and two more in Melbourne, Australia, where he partners up with a lifelong friend and diamond expert, Ivor Winik. With a combined 50 years of experience in the business, The Diamond Guys truly are the diamond experts… so you don’t have to be.