In 1971, Diamond Motorcycle started as Diamond Custom Seats in Carter Lake, IA. 

Diamond Custom Seats emerged as a side project by the owner of a boat upholstery company in Carter Lake, IA in 1969. By 1971, the first motorcycle seat was sold due to high demand from bike owners.

In 1974, Diamond became the top US aftermarket motorcycle seat maker. In late 1975, Diamond launched the first aftermarket seat for the new Honda GL1000 Goldwing. This began a great relationship between Diamond and the Goldwing community that remains strong today.

In the mid 1980s, the original owner sold the company to the Master Seat Builder. The new owner would steward the company until 1997. That year Diamond found its third owner when Mark Hart, the owner of custom motorcycle seat cover company, Hartco International would acquire Diamond. 

Mark decided to move Diamond to Seville, FL in 1999 as part of a move to also move Hartco to nearby Samsula, FL from Tennessee. There, Diamond would become a part of the Daytona Beach motorcycle community and grow with Bike Week and the new event, Biketoberfest.

In 2002, Diamond would move into a facility they would share with Hartco, each occupying one end of the building. Things would continue on through the economic turmoil of the 2008 financial crisis and through the rest of the 2010's and into the COVID pandemic of 2020.

Mark retired in 2021 and sold both Diamond and Hartco to Scott Roudebush. In spring 2022, Hartco and Diamond were merged into a single company, Diamond Motorcycle. This would enhance customer service and expand the company's offerings beyond seats and seat covers.

In May 2023, Huel Johnson came aboard as Operations Manager. This move paved the way for Diamond to open a retail store offering apparel, accessories and service parts. After that was completed, Huel would go on to open a service department to help the riding community keep their bikes rolling down the road!

What lies in the future for Diamond Motorcycle? There are a lot of ideas, and ultimately we will just have to wait and see. But one thing has always been true and will remain so, our Customers are our top priority and we will do whatever we can to help everyone have a better and more enjoyable experience with their motorcycle.