Visit Us · The Paragon, Bedfordview · By Appointment
Visit the viewing room, with complete peace of mind.
Let us settle the question every South African buyer quietly asks first: yes, it is safe. The Paragon is a secured diamond-industry building, armed security, access control at entry, and secure underground parking, so you walk from your car to our door without stepping onto the street.
And you are not visiting an anonymous office. This building is where the trade itself works: the South African offices of GIA and EGL operate under the same roof as our viewing room and the Procut DCW cutting works. Viewings are private, strictly by appointment, one client at a time.
Book an appointment on WhatsApp Or book via the enquiry form →
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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 →
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GIA & EGL certified
Every loose stone certified by the GIA or EGL. Cert PDF supplied per stone.
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Insured delivery, SA & worldwide
Overnight across South Africa via Brink’s, G4S or our nominated jewellery courier. Insured worldwide dispatch via Ferrari Group and FedEx Custom Critical.
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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.
The practical details
| What | The detail |
|---|---|
| Address | Suite F1W6, first floor west, The Paragon, 1 Kramer Road, Bedfordview, Johannesburg. Use the intercom on arrival. |
| Parking | Secure underground parking beneath the building; lift straight up from the parking level. |
| Hours | Monday to Friday, 09h00 to 17h00 SAST, strictly by appointment. Saturday viewings on request. |
| Security | Armed security and access control at the building; viewings are booked ahead so you are expected and met. |
| Privacy | One client at a time in the viewing room. Discreet visits and NDAs available for sensitive purchases. |
| Time to allow | About 45 minutes to an hour for a proper viewing on the daylight tray. |
Coming from further afield, or not able to travel at all? The same viewing runs live on video, nationwide, with the stone under the microscope while we walk you through it.
What the visit looks like
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Book on WhatsApp
Send your name, a day that suits you, and roughly what you want to see. We confirm the slot and arrange building access. Message Darren now.
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Arrive and park underground
Drive into the secure parking beneath The Paragon, take the lift up, and buzz the intercom at Suite F1W6. You are expected, and the stones for your brief are already on the tray.
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View, compare, decide in your own time
Daylight tray, loupe, microscope, certificates checked against each stone. A firm written figure when you want one, and no obligation on the day.
Visiting Prodiam: common questions
Is it safe to visit a diamond dealer in Johannesburg?
It is safe to visit this one, and the building is the reason. The Paragon in Bedfordview is a secured diamond-industry building: armed security, access control at entry, and secure underground parking beneath the building, so you walk from your car to the viewing room without stepping onto the street.
This is where the diamond trade itself works, the South African offices of GIA and EGL operate under the same roof, and the premises are run accordingly. Viewings are strictly by appointment, so we know you are coming and you are met properly.
Do I need an appointment to visit Prodiam?
Yes, strictly by appointment, and that is a security feature as much as a courtesy. Booking ahead means the stones for your brief are out of the safe and on the daylight tray when you arrive, the right person is at the desk, and building access is arranged for you. Appointments run Monday to Friday, 09h00 to 17h00, with Saturday viewings on request.
The fastest way to book is WhatsApp; a message with your name and roughly what you want to see is enough.
Where do I park, and how do I find the viewing room?
Use the secure underground parking beneath The Paragon at 1 Kramer Road, Bedfordview. From the parking, take the lift up and use the intercom on arrival; the viewing room is Suite F1W6 on the first floor west. If anything is unclear on the day, phone or WhatsApp +27 74 702 1976 and we will talk you in. Allow about 45 minutes to an hour for a proper viewing.
Can I bring someone with me?
Please do. Most clients bring a partner, a parent or a friend, and a second pair of eyes is genuinely useful when comparing stones. If you would like the visit kept discreet, say so when you book: viewings are private, one client at a time in the room, and an NDA is available for sensitive purchases.
What happens at a viewing?
No pressure and no obligation, that is the standing rule. You sit at the daylight tray with the stones shortlisted for your brief, compare them under the loupe and microscope, and check each diamond against its own GIA or EGL certificate, verifiable on the spot. If a ring or a piece of jewellery is the goal, we talk design with the workshop on the same address.
You leave with a firm written figure when you want one, and thinking time costs nothing.