As of 2015, "Animal Jam" players can find the Diamond Shop in the Jamaa township. Players use the store to trade the diamond currency of the Jamaa region for in-game items such as armor, pets, dens and animals.
The inventory of the store changes after a period of time and can also feature rare in-game items, depending on when a player visits it. Players can earn Diamonds by participating in "Animal Jam"'s Daily Spin event. Members of the game can earn Diamonds automatically by purchasing "Animal Jam" Membership Gift Cards, Gift Certificates and Diamond Gift Certificates from the "Animal Jam" Outfitters.