In the magical realm known as Jewel Land, magicians transform the Jewelpets into jewels to enable their travel to the magic forest, with the exception of Ruby, a white rabbit who enjoys goofing off. However, a strong wind blows the stork off course, spilling the jewels and scattering them across Takaragaseki City on Earth. Ruby, now facing punishment, is sent to Earth to retrieve her friends. On Earth, a student named Rinko observes the night sky from her balcony and sees a group of shooting stars; one of them falls into her water glass and becomes a red jewel. The next day, she and her friend Minami are saved by a man named Keigo Taitō from a jewelry store robbery. He explains that he works for a special organization linked to the magicians of Jewel Land and tells them about the Jewelpets. After Rinko awakens Ruby and later meets Alice, their task becomes gathering all the Jewelpets to return them to Jewel Land before an evil Jewelpet named Diana gets them first. As the series progresses, the main heroines uncover new Jewelpets along the way. Meanwhile, Dian, another Jewelpet capable of using Dark Magic, awakens from his jewel state. The heroes must now face him and the havoc and chaos he will cause in both Jewel Land and the Human World.