About us

We are South Africa’s most loved diamond, tanzanite and jewellery experience

For 20 years Jewel Africa has been offering customers a truly exceptional jewellery experience. 

20 years ago Jewel Africa opened its doors to the public to a share the love of one of South Africa’s greatest products with incoming visitors. 

Our aim was, and remains, to inform and educate our visitors and share our beautiful product and experience with the world. 

Jewel Africa is in the unique position of owning all stages of the diamond and tanzanite production pipeline. This enables us to provide customers with the absolute best product, while cutting out the middle-men.

est. 1999

Operating for over 20 years

+500 000



Customer rating

“Africa’s best in one location”

~ Tim Watson

What we do

The Jewel Africa Difference

From Mine to Yours

With interests in all steps of the diamond procurement pipeline, Jewel Africa is in the unique position to offer customers all of the benefit without any middle-men.

Take Home a Piece of Africa

World class contemporary jewellery with African Gemstones such as diamond, tanzanite, morganite and others. This is the best place in the world to buy.

Family Business

3 Generations of Gemologist give Jewel Africa the personal touch and allow us to be more hand-on in the running and business of the company. 


A Wonderful Store to buy high-end Jewellery

My wife and I first visited Jewel Africa on the recommendation of a local, who was advising a couple on our group trip on the best place to source an engagement ring. When we visited in 2010, we met a relatively new employee named Maria, who helped us with our first purchase. We received friendly help and advice without any pressure to buy – and it is this approach that has underpinned our return visits (and subsequent purchases) almost every year since this date. We always ask for Maria, who has never failed to find high quality products, competitively priced and within our budget. Jewel Africa provides a relaxing environment in which to enjoy a wide choice of beautiful diamond, tanzanite and other jewellery – with the freedom to explore what suits the individual – both aesthetically and financially. There is also the option to see an informative presentation on how the jewellery is crafted. As frequent travellers to Cape Town for holidays, we are aware that there are many shops selling jewellery in the ‘tourist’ areas – but we have always found that the high quality products, warm and friendly service, competitive pricing and no pressure to buy are the reasons why Jewel Africa is our preferred destination store.

July Wood / Facebook

Amazing Service and Experience

My daughter and I visited Jewel Africa on a Friday afternoon. We both saw something we wanted to purchase. My daughter chose a ring but it was too big. We were leaving Cape Town on the Monday afternoon. The ring was ready on the Monday morning cut to size. I wanted to purchase a Salvation cross made by a local artist. The shop had sold the last one. We were returning from safari on the Thursday to spend one night in Cape Town. Not only had the shop contacted the artist and had another one made but delivered the cross to our hotel on the Thursday evening! Vanessa Bird you are a star!! We have never had service like it. I would recommend Jewel Africa to anyone.

Freedom690667 / Tripadvisor

Another Great Experience

If you are looking for great service, warm hospitality and a trustworthy place to buy, repair, clean or just enjoy the jewellery this is the place to go in South Africa!
This was our second visit, we are based in Singapore and will only buy diamonds from Jewel Africa. It was Ingrid Stoutz who sold us our first diamond and left us feeling so cared for that we have come back again and will do so in the future. Thank you again Ingrid, we love the rings.

Marc R / Facebook

Jewel in the crown of the City Tour!

A calm, beautiful (inside) oasis amongst the stops of the City Tour, this is absolutely one to HOP OFF for. Chiefly, Richard gives you the story on how diamonds are/were cut with such experience, skill and love of the subject, you will not want to let him go. A real gentleman of knowledge and rapport. I’m sure Jewel Africa would like you to buy from their showcases hand over fist, but there was no pressure or sales talk. That made this visit so special. It was all about understanding and appreciating. Lots and lots of stunning jewellery to look at, including Tanzanite, plus a café and a few non-diamond-y products: cow hide rugs, baobab oil etc. On arrival we were a bit dismayed as my mum is in a wheelchair and we either had to contemplate steps or a hill climb to the rear entrance. We decided to return to the City Tour bus stop. But no! Without a word from us the staff sorted it and produced a car to take us up to the rear entrance (no steps) and we were treated so kindly and warmly. At the end of our visit we were driven back to the bus stop. This has been one of the highlights of our trip: thoughtfulness, expertise, beauty and knowledge. Highly recommended!

Mpowel01 / Tripadvisor

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Jewel Africa, 170 Buitengracht Street, Cape Town.

We’re open every day of the week.