Privacy Policy

1. Introduction

Diagem Diamonds CC ("Diagem", "we", "us", "our") is a diamond dealer registered in South Africa. We are committed to protecting your privacy and handling your personal information responsibly, in compliance with the Protection of Personal Information Act 4 of 2013 (POPIA) and all applicable South African legislation.

This Privacy Policy explains what personal information we collect, why we collect it, how we use it, and your rights regarding that information. By contacting us, using our website, or submitting an enquiry form — including via Google Ads lead forms — you acknowledge that you have read and understood this policy.

2. Information We Collect

We collect personal information only when you voluntarily provide it to us. This may include:

Name — so we can address you personally when responding to your enquiry.

Email address — to send you a response, quote, or follow-up communication.

Phone or WhatsApp number — to contact you by phone or via WhatsApp at your request.

We collect this information through: our website contact form, WhatsApp messages you initiate, Google Ads lead forms, and direct email enquiries sent to info@diagem.co.za.

We do not collect sensitive personal information (such as identity numbers, financial account details, or health information) unless explicitly required for a specific transaction and with your consent.

3. How We Use Your Information

We use the personal information you provide solely for the following purposes:

To respond to your diamond enquiry and provide you with a personalised quote or recommendation.

To schedule viewings or appointments at our Johannesburg showroom.

To send you a quote, invoice, or follow-up communication relating to your enquiry.

To conduct our legitimate business operations as a diamond dealer.

We will not use your personal information for any purpose other than those listed above without obtaining your prior written consent.

4. We Do Not Sell Your Data

Diagem Diamonds does not sell, rent, trade, or otherwise share your personal information with any third party for commercial or marketing purposes. Ever. Your details are used exclusively to respond to your enquiry and conduct business with you directly.

5. Data Retention

We retain your personal information for a period of three (3) years from the date of your most recent contact with us, or until you request deletion — whichever comes first. After this period, your information is securely deleted from our records.

If you would like your personal information deleted before this period expires, please contact us at info@diagem.co.za and we will action your request promptly.

6. Your Rights Under POPIA

As a data subject under the Protection of Personal Information Act, you have the following rights:

Right of access — you may request a copy of the personal information we hold about you.

Right to correction — you may request that we correct any inaccurate or incomplete personal information we hold about you.

Right to deletion — you may request that we delete your personal information from our records, subject to any lawful grounds for retention.

Right to object — you may object to the processing of your personal information on reasonable grounds.

To exercise any of these rights, please contact our Information Officer at: info@diagem.co.za

We will respond to all rights requests within 30 days of receipt.

7. Google Ads

We use Google Ads to promote our products and services online. When you submit an enquiry through a Google Ads lead form, the information you provide (name, email, phone number) is shared with us by Google and is subject to both Google's Privacy Policy and this policy.

Google may also collect anonymous usage data and aggregate statistics about how users interact with our advertisements. This data does not identify you personally. For more information, please refer to Google's Privacy Policy.

8. Cookies

Our website uses essential cookies only. These are small text files placed on your device that are strictly necessary for the website to function correctly — for example, to remember your session preferences.

We do not use advertising cookies, behavioural tracking cookies, or any third-party tracking cookies beyond Google Analytics and Google Ads conversion tracking, which collect anonymous, aggregated data to help us understand how our website is used.

You may disable cookies in your browser settings at any time. Please note that disabling essential cookies may affect the functionality of our website.

9. Data Security

We take reasonable technical and organisational measures to protect your personal information from unauthorised access, loss, alteration, or disclosure. Your enquiry data is stored securely and accessed only by Diagem personnel who require it to respond to your enquiry.

No method of electronic transmission or storage is completely secure. Whilst we take all reasonable precautions, we cannot guarantee absolute security of information transmitted to us over the internet.

10. Contact Us

If you have any questions about this Privacy Policy, wish to exercise your rights under POPIA, or have a complaint about how we have handled your personal information, please contact us:

Diagem Diamonds CC
Knox Safes, 1 River Street, Houghton Estate, Johannesburg, 2196
Email: info@diagem.co.za

If you are not satisfied with our response, you have the right to lodge a complaint with the Information Regulator of South Africa at www.justice.gov.za/inforeg/.

11. Changes to This Policy

We may update this Privacy Policy from time to time to reflect changes in our practices or applicable law. The current version will always be available at diagem.co.za/privacy-policy.html. We encourage you to review this policy periodically.

Last updated: 25 June 2026