Emperor Diamond was founded in 1994 with the core philosophy of "becoming the most trusted and recognized jewelry company by achieving customer happiness". Over the years, it has continuously improved to provide consumers with the highest quality products - the world's most dazzling Emperor SID top-cut diamonds, and provides the warmest service, which is to dedicate the most dazzling diamonds to the most deserving people.

Jinghua Diamond has 27 directly-operated stores. All stores provide services for online purchases.