About us

Welcome to Diamond Story

Your trusted destination for both Natural and Lab-Grown diamonds.

At Diamond Story, we celebrate the art of fine jewellery and the beauty woven into every piece. Guided by a passion for craftsmanship, elegance, and uncompromising quality, we create jewellery that reflects individuality and tells personal stories meant to last a lifetime.

Our Story

Founded in 2017 by Paul Chung, a diamond specialist with over 20 years of industry experience, Diamond Story was born from a vision to simplify the diamond-buying journey. In an often confusing and overpriced market, we set out to provide a transparent, honest, and value-driven alternative.

What began as a humble idea—to make quality diamonds accessible at the best prices—has grown into a trusted destination where discerning clients discover handpicked treasures that capture emotions and celebrate life’s most meaningful moments.

With offices in Melbourne and Hong Kong (and another soon to open in Asia), our international presence allows us to source stones at the most competitive prices—savings we proudly pass on to you.

Craftsmanship & Quality

Every creation at Diamond Story is a testament to meticulous craftsmanship and timeless design. Our master jeweller, with over 40 years of experience across Korea, Japan, and Australia, specialises in producing exquisite handcrafted pieces of unmatched beauty.

We work only with ethically sourced diamonds and gemstones, paired with precision in metalwork, to ensure your jewellery is as enduring as it is elegant. For custom projects, we also offer advanced CAD visualisation, allowing you to preview your dream design before it’s brought to life.

Our Commitment

At Diamond Story, integrity is at the heart of everything we do. We are proud supporters of ethical sourcing and are signatories of the Kimberley Process, ensuring every diamond we offer is conflict-free.

We believe in honesty above all else. Our diamond experts provide straightforward, transparent advice—no sales pressure, no gimmicks, no sugar-coating. Our clients deserve clarity, and we empower them to make informed choices with confidence.

Your Experience Matters

We understand that jewellery is deeply personal, often marking life’s most significant milestones. Whether you’re choosing an engagement ring, finding a heartfelt gift, or investing in a timeless heirloom, our experienced team is here to guide you every step of the way.

From one-of-a-kind creations to everyday elegance, we are dedicated to helping you find the perfect piece that truly speaks to you.

Our Services

Custom jewellery design: Engagement rings, wedding bands, couple rings, earrings, pendants, bracelets among other.
Diamond sourcing: Natural and Lab-Grown
Wholesale supply: Contact us for retailer enquiries
Gemstone sourcing Sapphires, Rubies, Emeralds, Alexandrites, Tanzanite etc.
Jewellery trade-in: Diamonds, gemstones, and precious metals
Jewellery valuation Valuations done by a third party to ensure honesty
Repairs & resetting: Restore and revitalise your treasured pieces

Warranties & Guarantees

Lowest prices in Australia for comparable diamonds
All natural diamonds are conflict-free and Kimberley Process certified
Specialising in 100% eye-clean diamonds with no brown, green, or milky discolouration
100% money-back guarantee on GIA-certified diamonds (T&Cs apply)
Lifetime warranty on manufacturing defects in metal
Free lifetime professional cleaning
One complimentary resize per year, for the life of your ring
Proudly a Q Report Certified Jeweller

Visit Us

Our showroom is conveniently located in the heart of Melbourne’s CBD, where we welcome you to experience our collections in person. For those unable to visit, our online store offers a seamless and secure way to explore and purchase from anywhere in the world.

Thank you for choosing Diamond Story as your destination for exceptional diamonds and fine jewellery. We look forward to being part of your story.

Warm regards,
Paul Chung
Director, Diamond Story