A Passion for People

Altaf Amlani and his team at Blue Diamond Jeweler believe that the true measure of a successful business comes from the quality of their relationships with clients.

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Above: L to R: Ana Hernandez, Paul Obasohan, Dena Brazeal, Alexis Shelton

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Blue Diamond Jeweler was founded in 1974 on a simple belief: a fulfilling life—as well as a successful business—is built on meaningful relationships. That philosophy guides every interaction with every client who walks through the doors of the Downtown Manhattan Beach store. Owner Altaf Amlani, a third-generation jeweler, and his team ensure that the customer experience feels less like a traditional jewelry appointment and more like a heartfelt conversation with a trusted friend.

It all started back when Altaf’s father ran a wholesale jewelry business. He insisted that his son learn the industry the old-fashioned way, from the ground up. Altaf was taught basic duties like buffing rings and cleaning machines long before he became immersed in the artistry of sourcing materials from all over the world to create unique pieces.

During those early stages, it became clear that Altaf enjoyed people even more than jewelry. So when he established his own his business, he decided to create a jewelry store that was open to the public so he could have plenty of face time with clients.

Those relationships have resulted in loyal patronage. More than 70% of Blue Diamond Jeweler’s business comes from returning clients and personal referrals—a reflection of the genuine connections that Altaf and his team have continued to build over the years.

“At Blue Diamond, we believe that trust is earned through consistency, care and an unwavering commitment to excellence,” Altaf shares about his business, which offers professional repairs, cleaning, inspections and certified appraisals in addition to selling fine jewelry. “Quality and customer satisfaction are not just priorities; they are the very cornerstones of our business.”

Another priority for Altaf is his longtime active support of Nia Children’s Foundation, a charity in Nairobi, Africa, that provides daily meals to children attending underfunded schools in the slums of Kenya. Blue Diamond Jeweler’s partnership with the organization is deeply rooted in personal history. Altaf’s father spent four years of his childhood in an orphanage—an experience that shaped his lifelong commitment to helping others. He supported an orphanage in India for more than 60 years.

This inspired in Altaf a legacy of compassion that continues today. For each engagement ring sold, Blue Diamond Jeweler sends a donation to Nia Children’s Foundation that feeds one child, one meal per day for an entire year.

“I firmly believe that education is the best path out of poverty and that having at least one healthy meal a day makes learning feasible,” says Altaf, who recently returned from a trip to Africa to visit the schools supported by his store’s donations.

When it comes to custom jewelry, Altaf and his team guide customers through every detail to ensure the final piece is not only exquisite but profoundly meaningful. Clients choose them not only for the craftsmanship of their jewelry but for the personalized service and genuine connection that define the Blue Diamond experience.

Blue Diamond Jeweler