The series follows Chiari Tsukikage, the main protagonist, and her companions as they run the Jewelpet Cafe. In the magical realm of Jewel Land, Lady Jewelina tasks Ruby with a mission to befriend others and gather Magic Jewels. To achieve this, Ruby must enroll in the Jewel Academy and establish the Jewelpet Cafe. Despite initial setbacks and fears among students, Ruby considers giving up until she encounters Chiari Tsukikage, a young girl who offers assistance. This encounter marks a turning point in Ruby's life. Together with her new friends, they navigate challenges to ensure the cafe's success, weathering both fortunate and unfortunate events while safeguarding the precious Jewel Box from potential theft.