The Bedfordview Office · The Paragon, 1 Kramer Road
The diamond dealer in Bedfordview the trade already uses.
Prodiam works from The Paragon in Bedfordview, Johannesburg: an appointment-based diamond office with the Procut DCW cutting bench behind the same operation. No mall counter, no display-window overhead, no queue. You book, you sit at the desk, and you compare certified stones in your hand, with the people who cut them.
-
Natural diamonds only
Mined-Earth, never lab-grown, by conviction, not price. Kimberley-Process documented from the mine of origin. Why we don’t sell lab-grown →
-
GIA & EGL certified
Every loose stone certified by the GIA or EGL. Cert PDF supplied per stone.
-
Insured overnight delivery
Brink’s, G4S or our nominated jewellery courier across South Africa. Ferrari Group / FedEx Custom Critical international.
-
14-day in-person exchange
In-person sales at the viewing room come with a 14-day exchange courtesy on stock pieces. Distance-sale CPA cooling-off applies.
Why the address is an office park, not a mall
Serious diamond businesses in South Africa mostly look like this one: a secure office, a safe, a desk and a bench, because that is what the goods require and what sharp pricing allows. A retail window adds theatre and margin; it does not add a better stone. The Bedfordview model keeps the security tight, the overhead out of your price, and the conversation private, which is exactly how the trade itself buys.
What the office handles
- Buying viewings, certified loose stones compared against their GIA reports at the desk, by appointment or video call.
- Valuations and selling, the 48-hour valuation process with cleared funds within 72 hours after acceptance, FICA-compliant.
- Quote comparisons, bring another dealer’s specification and the desk quotes it like-for-like.
- Custom and re-mount work, engagement commissions and re-setting, with the centre stone cut in-house.
- Collections and insured handover, in person at The Paragon or via Brink’s or G4S nationwide.
One operation, desk to bench
The reason Bedfordview can quote the way it does is structural: the dealer and the cutter are the same Etkind operation. Rough is bought at De Beers DBCM viewings and SA tender houses, cut and polished at Procut DCW, and sold at the desk upstairs from the work. The dealer-direct page explains the arithmetic; the authority file carries the verifiable registrations, memberships and the paper trail for anyone who wants to check before they visit. Checking first is encouraged, it is exactly what we would do.
Visiting from outside Johannesburg
Half the desk’s clients never visit. The specification conversation runs on WhatsApp, viewings happen by video, and the stone or finished piece travels insured both ways. If you are in Gauteng, the appointment is usually the better experience, there is no substitute for grades compared in your own hand. Either way, the process, the certificates and the prices are identical.
Bedfordview office questions, answered
Where exactly is Prodiam in Bedfordview?
The Paragon, 1 Kramer Road, Bedfordview, Johannesburg. It is an office building, not a shopfront: you book an appointment, you are met, and the viewing happens at the desk with the loupe, the tweezers and the certificates out. The map entry is on Google under Prodiam Trading at The Paragon.
Why an appointment-only office instead of a jewellery store?
Three reasons: security, price and attention. Diamonds move between safes, not display windows, which keeps insurance sane and prices sharper. No retail floor means no retail overhead in your stone. And an appointment means the conversation is yours alone, with the stone, its certificate and the person who knows the goods, not a counter queue.
What happens at a Bedfordview appointment?
You sit at the desk, the stones come out against their GIA reports, and you compare grades in your hand under proper light. Buying conversations cover the specification, the firm ZAR quote and the setting route. Selling and valuation visits put your stone on the desk for the 48-hour valuation process. Nothing is rushed and nothing is owed for the conversation.
Do I have to come to Bedfordview to buy from Prodiam?
No. The Bedfordview office anchors the operation, but viewings also run by video call and WhatsApp, and finished stones and pieces travel insured nationwide via Brink’s or G4S with their certificates and a written insurance valuation. Clients buy from Cape Town, Durban, Pretoria and beyond without ever visiting.
Is the cutting really done by the same operation?
Yes. The sister company, D and D Diamonds CC trading as Procut DCW, cuts and polishes in-house, and has been a De Beers DBCM Emerging Beneficiation Customer since 2019. That is the point of the Bedfordview route: the dealer, the desk and the bench are one operation, which is why re-cuts, custom work and sharp like-for-like quotes all happen under the same roof.
How do I book, and what should I bring?
WhatsApp +27 74 702 1976 or use the contact form and pick a time. Buyers should bring their specification or budget thinking; sellers should bring the stone and whatever paperwork exists, certificates, invoices or old valuations. FICA requires identity documents when a sale concludes, so bring ID if you expect to transact.
Book the desk
One message books it. Bring the certificate if you have one, the question if you do not, and expect to leave knowing more about your stone than when you arrived.
Book a Bedfordview appointment WhatsApp +27 74 702 1976 → Directions →