Diamonds are
FOR EVERYONE
Here, we make things our own. We tell it like it is. Show up in our own way. And make every moment our own. Because Diamonds belong to the person wearing them. As status. As expression. As whatever you want them to be.
The Trend Report:
Diamond Edition
At American Swiss, we’re at the forefront of where Diamond trends begin. We do the spotting, so you can do the styling. Consider this your inside look at what’s making the cut right now.
Find your
Ultimate Ring
Ready to say “YES”, but not sure which ring to choose? Take our Diamond Personality Quiz and find your perfect match.
Celebrating
130 Years of Icons
We’re reintroducing the pieces you love for a new era. Discover how they’ve been reimagined to feel even more relevant, alongside new designs destined to become icons in their own right.
The Truth About
Lab Grown
Diamonds
Lab Grown Diamonds are redefining modern luxury and we’re proud to have been the first to introduce them to South Africa. Today, they’re not just a trend. They’re changing what it means to make a truly brilliant investment.
Design Your Own
Prefer something unique? Create your dream engagement ring with our advanced customization tool. Choose from a variety of stone shapes, fine metals, and stunning styles. Watch a real-time preview of your unique design and enjoy the process of crafting a combination you'll adore.
Diamonds 101
Size Matters
Find your perfect fit – whether in store, at home or secretly for a surprise! Not sure of your ring size? One of the easiest ways to find out is to head to your nearest store where we’ll do it for you. Alternatively, you can find out at home using the string method.
Earth Grown Diamonds
Diamonds are something extraordinary. Formed under immense pressure, hundreds of kilometres below the ground, an Earth Grown Diamond’s one-billion-year journey is nothing short of miraculous. They were first discovered in India over two thousand years ago and have remained a symbol of beauty, love and abundance ever since.
Choose Your Cut
Learn more about the classic brilliance of a Round Cut, the vintage-style allure of a Cushion Cut Diamond and more.
Lab Grown Diamonds
We’re proud to be redefining the art of luxury with our exquisite collection of Lab Grown Diamonds. Created through advanced technology that mimics the natural process. Lab Grown Diamonds are chemically, physically and optically identical to their Earth-Grown twins. Even a highly skilled gemologist wouldn’t be able to tell them apart.
YOUR FAVOURITE WATCH BRANDS
Experience the Best in Fine Jewellery
No Labels.
Just Diamonds
Style isn’t what you wear. It’s how you choose to wear it. Discover expertly crafted Diamond rings, from Sterling Silver styles starting at just R7 999 to carefully cut stones enhanced by the glow of 9ct Gold.