The story follows the adventures of rabbit-shaped Jewelpet Ruby, her long-best human friend Airi Kirara and the other Jewelpets on their mission to restore the Jewel Castle, which had fallen from the skies into the middle of the town because of humanity's lack of faith in magic. To restore people's belief in magic, Jewelpets transform into humans to study more about them. (Source: ANN, edited)

When what looks to be a cluster of shooting stars appear in the sky, Rinko Kougyoku and her friend Minami each make a wish. What the girls truly saw were not stars, but 'Jewel Charms' falling to the Earth. These charms were created by three magicians in a magical world names Jewel Land, each housing one of its many native Jewelpets. Although these creatures are free to roam the world in their original form, the magicians sometimes turn them into charms so that they can be carried around with great ease. Most Jewelpets don't find this troublesome, but once a mischievous bunny by the name of Ruby feels overly claustrophobic, she devises her escape. One day, the magicians decide to move the Jewelpets, and task a pelican with delivering them to the Dream Forest. All is well until a strong gust of wind disorients the bird, who then drops all of the charms that he was carrying. Instead of heading towards the Dream Forest, all the Jewelpets but Ruby fall to Rinko’s home city on Earth. Someone must go and retrieve them all, and as Ruby was the worst-behaved of the bunch, she is given the task of going to Earth. When Ruby reaches Earth in the form of a red Jewel Charm, she falls into Rinko’s water glass, and thus begins a rather unexpected adventure. Rinko, Minami, and Ruby form an alliance to search and gather all of the fallen charms, encountering strange creatures and tons of helpful allies along the way. Will they be able to succesfully bring the Jewelpets home safely, or is Earth full of more danger than they had expected?

Momona is an ordinary junior-high school student hailing from Jewel Land. At her cousin's wedding, she envies the bride, Lady Diana, due to the fact that she is marrying the cousin who she had a slight crush on. However, once she sees Lady Diana and her cousin together, Momona begins to like her, and accepts her as her cousin's bride. Just as Lady Diana is about to properly meet her and introduce herself, Momona is transported to a snowy place in Jewel Land where the ruler, Lady Jewel, is giving a speech to the Petit Ladies, girls who are chosen as Jewel Candidates to be the next Lady Jewel. Momona meets her partner and mentor, Ruby, a white rabbit, who will guide her through the tasks in becoming Lady Jewel. Whoever passes the most tasks wins and becomes the next Lady Jewel, but standing in her way is Lillian, a girl who also aims to win the title of Lady Jewel, so she can choose her brother, Cayenne, to be her King alongside her. Momona soon also begins to fall in love with Cayenne, yet Lillian doesn't want her to get too close to him. Cayenne also seems to harbor feelings for Momona, but who will be chosen in the end as Lady Jewel to decide it all? And will Momona and Lillian ever become true friends and will Cayenne and Momona ever be together?