The objectives of this study were to find out what are the significantly marketing factors for diamond jewelry retailers are in Bangkok by creating a marketing model from the grounded theory process, one of the methods of qualitative research, to study each of marketing factors‟ detail from the marketing model and the relation between them and to interpret the main idea of the model thenwrite into a fundamental theory.To create the marketing factor model, it could be used with the process of grounded theory that is the major method of this research topic in order to create the marketing factor model. This research mainly focuses on data collection of Documents research, In-Depth Interviewandapplication of Video Traces System and Annotations. The entire data is collected and synthesized to put into the Grounded Theory processes which are Open Coding, Axial Coding and Selective Coding. The study was resultedfrom primary and secondary data. It begins with secondary data results from research documents and online visual information then continues with the first model after thatfollow with primary data results from in-depth interview then along withthe second model that was resulted from the second grounded theory process andcontinueswiththe result of the final model which was adjusted from the businessand academic instituteexperts‟comments that were agreed by the researcher.The result presented the final modelwithfocusing on 5 factors which areproduct, trust, store and location, IMC and sales presentation.