Our Story
Mission
People over Profits
Diamante transcends typical luxury eyewear by prioritizing people over profits. We view ourselves as advocates for fairness in an industry often focused solely on financial benchmarks. Our commitment is to our retailers and customers, aiming to provide high-quality luxury frames at reasonable prices.
Legacy
A Pioneering Spirit since 1956
Hailing from 3 generations of luxury opticians and custom lens builders, the Ruiz family was founded on innovation, spirited entrepreneurship, and uncompromising quality. These three pillars were started by Erik and Justin’s grandfather who experimented with ornate beveling on rimless glasses–intricate patterns and angles were shaved off the edges of the lenses, creating a unique finished style that was the first of its kind.
This was the origin of Diamond Cut Lenses™, a process the Ruiz brothers coined and trademarked, drawing inspiration from their grandfather’s novel experiments and applying it to a modern yet timeless style.
Nick P., first generation luxury optician, custom lens builder Milwaukee, WI. 1956
The Original Diamond Cut Lenses
Hand-Beveled by Grandpa Nick, 1979
Our Ethos
Luxury is more than a name—it’s craftsmanship, innovation, and meticulous attention to detail. Every Diamante frame is designed with intentionality and enduring quality, blending complex manufacturing techniques with modern refinement. Our commitment is reflected in three core principles.
A Generational Vision
01
Price
True luxury is about exceptional craftsmanship and exclusivity, not inflated pricing. Diamante delivers uncompromising quality at a strategic price point, offering the highest level of artistry and refinement—without the premium attached to a name alone.
02
Design
Diamante frames are a fusion of heritage and innovation, blending hand-finished detailing, rare materials, and avant-garde engineering. From our signature Diamond Cut Lensesâ„¢ to precision crafted temples, each design is an expression of individuality, made for those who recognize artistry in every detail.
03
Quality
Luxury is not just about aesthetics—it’s about longevity. Every Diamante frame is constructed with the finest materials, including carbon fiber-reinforced temples, impact-resistant polyurethane lenses, and precision-engineered hinges, ensuring lasting durability and an impeccable feel. Crafted to be worn, admired, and collected, Diamante is designed for a lifetime of distinction.
Our Catalog
Soar Above Ordinary.
Craftmanship
Vision in Every Facet.
