The Diamond Center

What The Diamond Center does

The Diamond Center is a family-owned independent jewelry retailer founded in 1972 by Rob and Debbie Lantz in Claremont, California. The company designs, sources, retails, and repairs custom diamond and gemstone jewelry, with a flagship showroom at 147 Yale Avenue in Claremont Village where Master Jeweler Rob Lantz creates pieces on-site. Core offerings span bridal jewelry (engagement rings and wedding bands across multiple styles), fine and fashion jewelry (earrings, necklaces, bracelets, watches), loose diamonds (including hand-selected stones from Antwerp, Belgium), and colored gemstone jewelry; proprietary lines include the in-house Claremont Collection handmade by Rob Lantz. The company is an authorized retailer of Hearts On Fire, Shinola, Allison Kaufman, Fana, Alwand Vahan, Sethi Couture, and several other designer brands, and is certified as a Master IJO Jeweler and American Gem Society Registered Jeweler.

Revenue is generated primarily through in-store retail of bridal and fine jewelry, supplemented by custom design services, jewelry repair and restoration, appraisals, gold and diamond buying, and a corporate gifts program for B2B buyers. Distribution combines the single physical showroom with an e-commerce storefront featuring category, price, brand, and gemstone filtering, plus an Instagram-linked shop and email newsletter for engagement. The customer base is fragmented individual consumers concentrated in Southern California's Inland Valley, with secondary exposure to enterprise gifting; pricing spans entry-level gifts under $500 to luxury pieces above $2,000, with Sezzle-based installment financing offered on purchases. Operationally, the company relies on traditional jewelry craftsmanship and direct Antwerp sourcing relationships rather than proprietary technology, with no AI, app, or public API capabilities disclosed.

Name

The Diamond Center

Legal name

The Diamond Center

Website

https://lantzdiamondcenter.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

1–10 employees

Short description

The Diamond Center is a family-owned independent jeweler in Claremont, California, founded in 1972, that designs, repairs, and retails custom diamond and gemstone bridal and fine jewelry through a single showroom and e-commerce storefront serving Inland Valley consumers.

Ownership category

akta.pro rank

Product category

Fine Jewelry Retail

NAICS

Jewelry Retailers (45831)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Bridal & Engagement Jewelry Retail (CRAKAGAC)

akta.pro secondary industries

Wedding Bands (Bridal Rings) (CRAKACAB), Custom Bridal & Engagement Design (CRAKAHAB), Bridal Diamond Jewelry (Earrings, Necklaces, Bracelets) (CRAKACAD), Diamond Jewelry (CRAKAAAA), Bridal Jewelry Services (Sizing, Engraving, Cleaning, Appraisals, Warranties/Insurance Add-ons) (CRAKACAJ)

Keywords

• Custom jewelry design
• Engagement rings retail
• Bridal jewelry
• Fine jewelry sales
• Jewelry repair services

Headquarters

HQ city

Claremont

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Jewelry Sales: Retail sales of engagement rings, wedding bands, fashion jewelry, diamond jewelry, and gemstone jewelry. Includes both in-store and potential e-commerce transactions.
2. Custom Jewelry Design Services: Bespoke jewelry creation services from concept to completion, including redesign of existing jewelry.
3. Jewelry Services & Repairs: Cleaning & inspection, watch repairs, tip & prong repair, ring resizing, rhodium plating, pearl & bead restringing, jewelry restoration, jewelry appraisals, gold & diamond buying, watch battery replacement.
4. Corporate Gifts: Corporate gift programs offering customizable watches, plaques, pendants, and pens for employee recognition and business gifting.
5. Estate/Pre-owned Jewelry: Buying and selling of pre-owned jewelry and estate pieces, offering cash value or store credit for trade-ins.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

The Diamond Center retails bridal and fine jewelry (engagement rings, wedding bands, diamond and gemstone jewelry, watches, fashion jewelry) from its Claremont, CA showroom, complemented by custom jewelry design and on-site jewelry repair, restoration, resizing, appraisal, and gold/diamond buying services. It also runs a corporate gifting program and operates an e-commerce site for browsing and product discovery.

Product overview

The Diamond Center is a family-owned jewelry retailer offering a comprehensive portfolio of products and services. The core offering includes bridal jewelry (engagement rings, wedding bands, bridal sets), fine fashion jewelry (earrings, necklaces, bracelets, watches), and loose diamonds. Key proprietary collections include the in-house Claremont Collection handmade by Master Jeweler Rob Lantz, and Diamonds from Antwerp sourced annually. The company is an authorized retailer of Hearts On Fire diamonds and carries designer brands including Allison Kaufman, Fana, Alwand Vahan, AVA Couture, Gems by Pancis, Meira T., Naledi Collection, Sethi Couture, Shinola, Stuller Wedding Bands, Tom Kruskal, and Leslie's. Services include custom jewelry design, jewelry repairs, appraisals, cleaning and inspection, financing options, gold and diamond buying, and an education center covering diamonds, gemstones, metals, and jewelry care.

Differentiator

Problem solved

Functional benefit

Brands

• Claremont Collection: Handmade jewelry collection created by Master Jeweler Rob Lantz, featuring opals, tourmalines, moonstones, and rough cut gems inspired by Kaua'i, the Garden Island.

Products and services

• Bridal and Engagement Jewelry Retail collection of bridal jewelry including engagement rings (solitaire, side stones, three stone, halo, pave, vintage, channel, modern styles) and women's and men's wedding bands, bridal sets, eternity bands, ring guards, and curved bands, offered to couples and individual buyers.
• Fine and Fashion Jewelry Everyday luxury jewelry including earrings, necklaces and pendants, fashion rings, bracelets, chains, watches, and gemstone jewelry (aquamarine, amethyst, citrine, emerald, garnet, morganite, ruby, sapphire, tanzanite) sold to retail consumers.
• Loose Diamonds Individual loose diamonds available in various shapes (round, princess, emerald, asscher, radiant, oval, marquise, pear, cushion, heart), sold to consumers selecting stones for custom or ready-made settings.
• Custom Jewelry Design Service Bespoke jewelry creation service taking customers from initial sketch through finished product, including custom bridal pieces, redesign of existing jewelry, and use of customer heirloom jewels or ethically-sourced gems.
• Claremont Collection Proprietary handmade jewelry collection created in-store by Master Jeweler Rob Lantz, featuring opals, tourmalines, moonstones, and rough-cut gems inspired by Kaua'i; each piece is one-of-a-kind.
• Diamonds from Antwerp Proprietary collection of hand-selected diamonds sourced annually from Antwerp, Belgium, leveraging nearly 30-year direct relationships with overseas cutters to bypass importers.
• Jewelry Services and Repairs Comprehensive jewelry services including cleaning and inspection, watch repairs, tip and prong repair, ring resizing, rhodium plating, pearl and bead restringing, jewelry restoration, jewelry appraisals, gold and diamond buying, and watch battery replacement, sold to retail customers.
• Corporate Gifts Program B2B gift program offering customizable watches, plaques, pendants, and pens for employee recognition, sales incentives, milestone celebrations, and years-of-service awards.
• Estate and Pre-owned Jewelry Buying and reselling pre-owned and estate jewelry, offering cash value or store credit for trade-ins and a curated selection of second-life pieces to retail buyers.
• Wedding Band Builder Interactive customization tool that lets customers design and configure wedding bands with various style, metal, and stone options.
• Hearts On Fire Diamond Collection Authorized retail of Hearts On Fire diamonds, branded as 'The World's Most Perfectly Cut Diamond,' with patented round brilliance cut; partnership since 1996 and 100% Kimberley Process compliant.

Quantifiable outcome

• Serving Inland Valley for over 50 years as a family-owned business
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

20 partnerships are on record, tiered flagship, core and minor.

• Hearts On FireflagshipStrategic or Co-development Partner · 1 January 1996Partnership since 1996 with Hearts On Fire Diamonds. The Diamond Center is an authorized retailer of 'The World's Most Perfectly Cut Diamond'. This is a flagship partnership offering customers access to premium Hearts On Fire collection.
• Hearts On FirecoreStrategic or Co-development PartnerHEARTS ON FIRE® is a modern diamond jewelry brand founded in 1996, renowned for the beauty of its signature cut diamonds. Less than 1/10 of 1 percent of world's optically pure rough crystals qualify to become a Hearts On Fire diamond. Diamonds are 100% Kimberley Process compliant and conflict-free.
• Independent Jewelers Organization (IJO)coreStrategic or Co-development PartnerSince 1991, The Diamond Center has been an active member of IJO, a group of over 800 independent retail jewelers nationwide. The Diamond Center holds area's exclusive Master IJO Jeweler status.
• American Gem Society (AGS)coreStrategic or Co-development PartnerOnly 5% of jewelers in the US have met the strict standards required for AGS membership. Founded in 1934, AGS is dedicated to protecting the buying public from fraud and misrepresentation. Requires rigorous coursework and exams in gemology and diamond grading.
• Responsible Jewellery Council (RJC)coreStrategic or Co-development PartnerAffiliated with Responsible Jewellery Council providing world's leading standard for ethical and sustainable jewelry industry. Ensures highest standards in business ethics, human and labor rights, health, safety, and environmental management. Accelerating progress towards UN 2030 Agenda.
• Natural Diamond CouncilminorStrategic or Co-development PartnerProud affiliation with Natural Diamond Council, promoting the benefits of natural diamonds.
• Allison KaufmancoreChannel Partner/ Reseller/ DistributorAllison-Kaufman Company, in business since 1920, is one of oldest and most respected diamond jewelry manufacturers in US. Lantz family business relationship dates back to 1950s. The Diamond Center is an authorized Allison Kaufman retailer.
• FanacoreChannel Partner/ Reseller/ DistributorFana is a luxury jewelry brand with a name that is both feminine and blissful. Designers strive to capture elegance that inspires radiant happiness. Crafted with finest diamonds and precious stones. The Diamond Center is an authorized Fana retailer.
• Naledi CollectioncoreChannel Partner/ Reseller/ DistributorFeatures classically feminine yet timeless designs with ethically sourced diamonds. Distributed by IGC Jewelry & Diamonds, a certified RJC member. A portion of each purchase is donated to Global Giving. The Diamond Center is an authorized Naledi Collection retailer.
• Sethi CouturecoreChannel Partner/ Reseller/ DistributorDesigned by sisters Pratima and Prerna Sethi. Philosophy of elevating everyday life with jewelry. Features natural color diamonds with rose, briolette, and old mine cuts. Set upon 18kt gold. The Diamond Center is an authorized Sethi Couture retailer.
• ShinolacoreChannel Partner/ Reseller/ DistributorNew Detroit-based watch company prioritizing American industry. Fine watches are hand-assembled in United States using Swiss movements. Made to be passed down through generations. The Diamond Center is an authorized Shinola retailer.
• Tom KruskalcoreChannel Partner/ Reseller/ DistributorHand-crafted jewelry from New England studio. Inspirations include organic shapes in New England countryside, ocean forms, and music/dance. All jewelry hand-crafted by Tom or under direct supervision. The Diamond Center is an authorized Tom Kruskal retailer.
• Gems by PanciscoreChannel Partner/ Reseller/ DistributorWholesale jewelry company dedicated to bringing natural color diamonds to the world for over 45 years. Founded in early 1980s when Jeff Pancis was introduced to natural color diamonds by King Baudouin of Brussels. Led by second-generation Kyle Pancis. The Diamond Center is an authorized Gems by Pancis retailer.
• Stuller Wedding BandscoreChannel Partner/ Reseller/ DistributorUnmatched selection of wedding bands with customizable options. Offers diamond wedding bands, precious metal bands, alternative metal bands, and ring enhancers. Made with quality materials for a lifetime of commitment. The Diamond Center is an authorized Stuller Wedding Bands retailer.
• Meira T.coreChannel Partner/ Reseller/ DistributorDesigned for a woman by a woman. Many A-list celebrities and models are fans of MeiraT jewelry, spotted on magazines, TV shows and movies. The Diamond Center is an authorized Meira T. retailer.
• Leslie'scoreChannel Partner/ Reseller/ DistributorItalian artistry and craftsmanship complementing bold styling and elegance. Features 14k gold, 10k gold, and sterling silver designs in bracelets, bangles, pendants, necklaces, rings, earrings, charms, and chains. The Diamond Center is an authorized Leslie's retailer.
• AVA CouturecoreChannel Partner/ Reseller/ DistributorPassionate about quality with meticulous craftsmanship following century-old traditions. Intricate and unexpected details make jewelry unique. Majority manufactured in US. The Diamond Center is an authorized AVA Couture retailer.
• Alwand VahancoreChannel Partner/ Reseller/ DistributorOrigins in Paris, France, designing fine jewelry for over 100 years. Now carried on by third-generation Alwand Vahan, also known as 'Sacha'. Collections found in finest jewelry stores nationwide. The Diamond Center is an authorized Alwand Vahan retailer.
• Diamonds from AntwerpflagshipStrategic or Co-development PartnerAnnual travel to Antwerp, Belgium to hand-select diamonds. Nearly 10,000 miles traveled annually. Direct relationships with overseas diamond cutters eliminating diamond importers to deliver better value. Best selection of diamonds in the world.
• Custom DesignscoreStrategic or Co-development PartnerIn-house custom jewelry creation capability. Master Jeweler Rob Lantz creates unique custom pieces from imagination to reality. Can recreate designs, use heirloom jewels, or source ethically-sourced gems. The Diamond Center is an authorized Custom Designs provider.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Tiffany & Co. Iconic luxury jewelry brand (now part of LVMH) competing at the premium end of bridal and fine jewelry — overlaps The Diamond Center's Hearts On Fire / Antwerp-sourced positioning but with materially higher brand awareness and price points.
• Zales: Large national Signet-owned jewelry chain covering bridal, diamond, and gemstone jewelry at accessible price points — competes on price and convenience but lacks the certified-jeweler and custom-design positioning of The Diamond Center.
• Kay Jewelers: National mall-based jewelry chain owned by Signet Jewelers offering bridal, diamond, and fashion jewelry at broad price points — competes with The Diamond Center for entry-to-mid bridal shoppers but at much lower AOV and without bespoke design.

Direct peers

• Shane Co. Family-owned US jewelry retailer with a vertically integrated model selling diamonds, engagement rings, and bridal jewelry through company-owned showrooms — directly comparable to The Diamond Center's family-operated, bridal-focused retail and custom design approach.
• Helzberg Diamonds: Multi-location US jewelry chain specializing in engagement rings, bridal sets, and diamond jewelry with in-store design services — closely overlaps The Diamond Center's bridal product mix and custom/consultative sales motion.
• Ben Bridge Jeweler: Family-owned (since 1912) US jewelry retailer operating showrooms across multiple states with strong bridal and fine jewelry assortments plus watch brands — comparable in heritage positioning, bridal focus, and multi-brand authorized-retailer model.
• Robbins Brothers: Specialty bridal jeweler ('The Engagement Ring Store') concentrated on engagement rings and wedding bands in select US markets — directly comparable to The Diamond Center's bridal-heavy category mix and consultative in-store experience.

Emerging players

• Brilliant Earth: Digital-first jewelry retailer specializing in ethically sourced and lab-grown diamonds with strong bridal focus — comparable in responsible-sourcing story but competes via online configurator and showroom model rather than legacy family storefront.
• Blue Nile: Online diamond and bridal jewelry retailer (now part of Signet) known for transparent pricing and broad loose-diamond selection — competes for the same bridal and self-educated diamond shoppers The Diamond Center cultivates through its education hub.
• James Allen: Online diamond and bridal jewelry retailer with 360° diamond visualization and strong lab-grown offering — competes for digitally native engagement-ring shoppers and pressures traditional storefronts on price transparency.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/thediamondcenter
• Xx.com/thediamondctr
• Facebookfacebook.com/LantzDiamondCenter
• LinkedInlinkedin.com/company/the-diamond-center

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Diamond Center