OUR STORY
Fine Jewelry, Made Personal From the Beginning
Privée Diamonds Direct began with a simple idea: buying fine jewelry should feel more personal.
Founder Jonathan Paz grew up around the diamond industry, surrounded by the knowledge, relationships and craftsmanship of a family deeply connected to the global wholesale diamond trade.
After spending more than a decade working directly with clients, designing jewelry and learning what people truly value from their jeweler, Jonathan created Privée as an independent, locally owned fine jewelry showroom built around one on one service.
Today, Privée combines diamond expertise, custom design, global sourcing relationships and a warm private showroom experience in Alpharetta.
From first engagement rings to anniversaries, birthdays, heirloom redesigns and the pieces that simply make you smile, our goal is to become the jeweler you feel comfortable calling for all of it.
MY HERITAGE
Diamonds Have Always Been Part of My World
My education in diamonds did not begin with a textbook.
In 1990, my father started a global diamond wholesale company, building relationships throughout the international diamond industry and supplying diamonds to jewelers and major retailers across the United States.
Growing up around that world gave me a unique education. I learned how diamonds are sourced, evaluated and compared, and that two stones with nearly identical grading reports can look remarkably different in person.
That experience taught me to look beyond the certificate and understand the details that truly influence a diamond’s beauty, performance and value.
Today, I bring that second generation knowledge and connection to the global diamond industry to Privée, personally helping our clients navigate both natural and lab grown diamonds with transparency and confidence.
Because finding the right diamond is not simply about checking boxes on a grading report. It is about knowing what to look for, understanding where your money is best spent, and ultimately selecting the diamond that stands out when you see it.
MY PROMISE
What You Can Expect From Me
I will tell you what matters and what does not.
I will explain the differences between your options rather than simply showing you price tags.
I will respect your budget.
I will pay attention to the details.
And whether we are choosing a diamond, designing a ring, repairing something sentimental or creating a piece completely from scratch, I will treat your jewelry with the same care I would want someone to give my own family’s.
Jonathan Paz
Founder, Privée Diamonds Direct
OUR COMMUNITY
Proud to Call Alpharetta Home!
Privée is locally owned, and relationships within our community are an important part of who we are.
We are proud to support local organizations, charitable initiatives, schools, businesses and community events throughout Alpharetta and the greater Atlanta area.
We also thank our hometown heroes for their service and courage, and offer active-duty military personnel and veterans, policemen, firefighters, paramedics, and nurses a 10% discount on in store items, special orders, and repair services.
*Discount excludes loose diamonds and bridal jewelry (engagement rings and wedding bands)